Tag Archives: private word of mouth

Costco’s Secret for Generating Word of Mouth

Posted on 04. Oct, 2012 by .

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Confirmed Costco shoppers appear to enjoy their shopping experiences at the big-box retailer.  Despite the less than luxurious facilities, larger than desirable multi-packs, membership fee, and frustratingly long checkout lines, Costco rises to the top in just about every national Net Promoter Score listing or customer satisfaction ranking.  At first glance it may seem strange [...]

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Three Questions to Identify Your Best Advocates

Posted on 07. Jun, 2012 by .

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Do your current, satisfied customers recommend your brand to their friends, relatives and co-workers?  I’m not talking about a soft ‘Net Promoter style’, “would be willing to recommend” response.  I’m thinking about those of your customers who actually speak or write to others about their positive experiences with your brand and the value it provides [...]

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The ‘Dawn’ of Relationship Marketing – Really?

Posted on 18. Apr, 2012 by .

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Earlier this year, in its January 2, 2012 issue, Advertising Age, the venerable “voice” of Madison Avenue proclaimed that we are now at the “dawn of the relationship era”.     The magazine reports that while chief marketing officers have for the past five years ‘talked the talk’ of consumers taking control, that it is now truly [...]

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Public vs. Private Word of Mouth

Posted on 11. Apr, 2012 by .

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Customer centricity (a management philosophy growing in popularity and acceptance) means aligning one’s business and products/services with one’s customers’ desires and needs.  In the past, marketing research initiatives (including, but not limited to): customer satisfaction surveys; comment card programs; and shopper intercept interviews have been used to collect the required insights.  But, these processes are [...]

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How the Social Media ‘Betrayed’ The Hunger Games

Posted on 28. Mar, 2012 by .

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I’m always interested in predictions; especially those involving forecasts of consumer behavior. Mostly because the future is just that, the future, and therefore is unknowable. But, I’ve also devoted my career to attempting to anticipate customer actions. And so an Ad Age Daily article on Friday (3/23/2012), entitled “Why ‘The Hunger Games’ Won’t Make $100 [...]

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