Bentley College Marketing- Honors

This blog is for MK 402-H01 and the greater Bentley College population.

Sunday, April 09, 2006

Negative Word of Mouth Hurts Retailers

Although my blog, Emergence Marketing, is about innovation and technology impacting marketing, there seems to be a lot of posts about word of mouth (WOM) as well. The most recent one is entitled “Negative word of mouth hurts retailers.” The posting comments on the ever-controversial topic of WOM marketing by noting a new study that found that of those shoppers who experienced problems with a retailer, only 6% contacted the company. However, the 31% of the unsatisfied customers went on to tell friends and family, showing the immense impact spreading of negative WOM. The study also revealed that out of 100 dissatisfied customers, a retailer stands to lose between 32 and 36 current or potential customers. The blog posting notes that this study breaks the “old rule of thumb” that companies usually only hear from 1 out of 10 dissatisfied customers.

Overall, the study illustrates the impact of negative WOM, which is amplified through story-telling; for every reason that WOM is powerful for a company to harness in a positive light, it is equally as destructive when negative stories are spread. A quote from the study showed the importance of being aware of this impact: “the complaints have an even greater impact on shoppers who were not directly involved as the story spreads and is embellished. Almost half of those surveyed, 48%, reported they have avoided a store in the past because of someone else’s negative experience.”

This story informs marketing because it combines issues of customer service and WOM While it is important to spread the “positive” aspects of your brand through WOM, it is also equally, if not more important, to remember that you have to keep your current customers happy while trying to acquire new customers. As most marketers know, it costs a lot more to acquire new customers than keep your current customers satisfied. Furthermore, this study reveals that word of mouth efforts may be wasted completely if “prospects” have already been reached by a friend that had a negative experience with your brand. If you have superior customer service that has developed a strong loyal customer base, then WOM marketing efforts will not have to drain resources and time since those loyal customers will hopefully already be sharing their positive experience with others.

This posting improves my knowledge of marketing because it illustrated that marketing decisions are often ruled by physics: for every action in marketing decision making, customers have an equal reaction. This revelation shows the importance of getting a marketing decision “right” the first time so that customers react positively. It also prompted me to find out exactly how the Word of Mouth Marketing Association defines word of mouth marketing. They offer the following:

Word of mouth: the act of consumers providing information to other consumers.
Word of mouth marketing: giving people a reason to talk about your products and services, and making it easier for that conversation to take place.

In other words, WOM is already happening in the marketplace, while WOM marketing is companies harnessing benefits within this phenomenon and using it to their advantage. The Word of Mouth Marketing Association distinguishes the fact that companies are not creating WOM, but apply it with marketing objectives through encouragement and facilitation.
I understand the benefits of WOM and why it is attractive for companies to integrate into marketing plans. At the same time, customer service to current customers cannot be forgotten.
As I continued to read WOMMA’s explanation of WOM marketing, the lines between WOM and customer service became even more blurred as it comments, “companies can word hard to make people happier, they can listen to consumers, they can make it easier for them to tell their friends, and they can make certain that influential individuals know about he good qualities of a product or service.” From what I can tell, if you have developed your brand well in other marketing aspects, the positive WOM piece should seem to fall into place.

Overall, I feel that this blog posting does an excellent job of showing the negative side of WOM generated by consumers. Marketing often focuses so much on promoting a brand or product that these types of consequences are forgotten. Providing examples of companies that have suffered from this problem would have been effective. Also, the topics of consumer-generated media can also be tied in here, since tools such as blogs and podcasts now serve as a way for consumers to spread both positive and negative stories about companies.

http://www.emergencemarketing.com/archives/2006/03/negative_word_of_mouth_hu.php

73 Comments:

Blogger Maria Palma said...

Thanks for sharing your opinion on word of mouth marketing. I think it's important for people to write to the company when they receive poor service. Many people share their poor experience via a blog, but if you don't let the company know about it, how can things change?

By the way, I've featured your post on my customer service blog. Thanks!

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