Historically word of mouth has been considered to be one of the best forms of advertising. Do things right and your customers will tell others, who are your customers telling?
Today with our robust social media channels, it is possible for your customers to tell the world. Instead of word of mouth, we now have world of mouth. This is nothing new to most, but it may be new to some.
The biggest question, or the most difficult to answer, may be who or what are your best customers telling? Do you have a way to measure or index the customer who spreads the word about the great products or services you provide?
Two days ago, I received a direct tweet from an airline. At first I was confused, was this some type of scam?
After a moment or two, I realized that a colleague had a bad flight experience and I added on comment on his thread about customer service being about culture. The airline was trying to be sure to capture any of the bad news and correct the problem.
Personally, I’m undecided about tweeting out bad experiences, but I may not be the norm.
Think about the last customer service story you heard about. Was it a story about how incredible the service was or how delighted they were? Chances are pretty good that you hear more disappointment stories as compared to those of delight.
A customer who recommends you, tells the delightful stories, provides referrals, loves connections, and participates on social media platforms may be one of your best customers. They may not spend as much. They may not generate the most gross revenue. What they do however, it may be priceless.
What key performance indicators (KPI’s) are you monitoring?
Knowing the big spenders and high profit customers are absolutely important. Identifying the ones that sell for you shouldn’t be forgotten. In a world of mouth environment, do you know who your customers are telling?
Dennis E. Gilbert is a business consultant, speaker (CSPTM), and corporate trainer that specializes in helping businesses and individuals accelerate their leadership, their team, and their success. He is a five-time author and some of his work includes, #CustServ The Customer Service Culture, and Forgotten Respect, Navigating A Multigenerational Workforce. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.