Many businesses understand that positive word-of-mouth is good for them. However, they also tend to believe that word-of-mouth only occurs naturally, but that is not true. In fact, word-of-mouth is a promotional tactic, but only about 6% of marketers can confidently say they have mastered it. Companies who effectively utilize this tactic adopt a philosophy of asking themself what would make our customers more willing to spread the word about our products, services, and the overall customer experience.
According to the best-selling book Talk Triggers by Jay Baer & Daniel Lemin, several triggers can increase word-of-mouth promotion. These are listed below.
1. Empathy
Smiling is not only contagious, but it is also free! A friendly workforce can often leave a great impression on your business. For instance, Trader Joe's staff has a reputation for being helpful and welcoming. They demonstrate empathy by treating every customer as an individual worthy of knowing and listening to their particular needs. Ultimately, their culture of hospitality has turned grocery shoppers into raving fans who regularly speak about their purchases and experiences with the brand both online and offline.
2. Usefulness
If you are a customer who is always on the run, practicality and convenience may be highly valued. Starbucks is an excellent example of a practical company. Not only do they sell delicious coffee, but they offer online ordering so that your coffee is ready and waiting by the time you get there. In addition, a mobile app makes it easy for you to store and order your favorites. As a result, Starbucks continues to be a global brand despite increased competition from craft coffee shops.
3. Generosity
Have you ever been shocked by a business's generosity to its customers? I can recall traveling for the first time after the COVID-19 pandemic with American Airlines. Due to the pandemic restrictions, traveling was very different than before. American Airlines provided goodie bags supplied with gloves, sanitizer wipes, masks, water, and snacks to make their customers comfortable. This generosity increased my satisfaction with the company and made me more willing to share my experience.
4. Speed
In-N-Out Burger is a restaurant known for its swift customer service. The fast-food franchise became popular on social media after people were shocked by its well-produced food and minimal wait time. The company stays true to its name as they continuously use speed to impress their customers.
5. Attitude
Brands, like people, have personalities. These brand personalities can be manifested through the attitudes of a company's workforce and incorporated into the products, locations, and marketing messages. When customers positively encounter an attitude, they are more likely to continue interacting with your company and tell others about their experience.
