You are currently browsing the tag archive for the ‘Word of Mouth’ tag.

In my experience, and from grumblings I’ve heard elsewhere, customer service is not the biggest thing Comcast has going for them from a business standpoint.

There are times when marketing is marketing, sales is sales, and operations is operations. But, from a brand standpoint – the customer experience crosses all platforms and thus businesses are forced to integrate, communicate and work together to ensure the experience is both consistent and pleasant.

There are also times when this is challenging for businesses, to instantly align all departments for a consistent brand experience. For this reason, we applaud Comcast at taking action at making the customer service experience just a little bit better and more personal for their customers.

While 800#’s are jammed with customer complaints and questions, Comcast decided to take their service arm online @ComcastCares via Twitter to, as Frank the Director of Digital Care for Comcast says, “meet Customers where they are, listen and assist when we can.”

The customer service Comcast provides through Twitter is personal, immediate, informative and credible. And, as Frank points out, it is delivered in a manner that the customer chooses, through a medium they are already using.

And most importantly, taking a chunk of the operations and service arms of their business in this manner has led to Zealotry actions amidst consumers. Word-of-mouth, people are talking about their Twitter customer service in a positive manner. Referral – people are recommending others contact them via Twitter. And Comcast is turning potentially negative customer experiences into positive ones, turning detractors into supporters, even more, into potential Zealots for the Comcast brand.

Go ahead & follow them @ComcastCares. And follow us too while you’re at it @FindingZealots.

Guest Relations Marketing
Transforming Prospects to Guests, and Guests to Zealots


Companies looking to save costs would do well to pay attention to these stats:  the cost of a live customer service agent averages $7.50 per call.  Outsourcing those calls overseas will drop the cost dramatically to $2.35 per call.  Install an automated phone response system and each call averages just around 32 cents per contact.  This is according to author Emily Yellin of Your Call Is Not That Important To Us.

Of course, if you can build a customer relationship for $7.50 per contact, you might look at this equation differently.  And, if you can turn a negative situation into a positive one, you may just have a potential Zealot on your hands. The word-of-mouth conversations quickly go from dissatisfaction to “listen to what company X did for me” and referral.

Anyone ever claim a better experience because they punched through an automated system?   We do have a friend who has become quite attracted to the Garmin automated voice.  The author says trust, respect, empathy, caring and a little fun are keys to call center success.  Well, maybe the Garmin voice has something going …

Guest Relations Marketing
“Transforming Prospects to Guests, and Guests to Zealots”

Rewards programs are simple in theory, reward someone for their behavior with and involvement in your brand and they’ll keep coming back. From a Zealotry Marketing standpoint we’ll put that theory to the test.

Brandweek’s recent article  “Rewards Program Members are Brand Champions” features a new study by Colloquy that has a few important stats to note:

  • Members of rewards programs are 70%  more likely to actively recommend a product, service or brand than the general population
  • 55 % described themselves as brand champions

While positive word-of-mouth and referral are certainly keys to success for a brand from a Zealotry standpoint, there seems to be a disconnect between “Brand Champions” and “Zealots.” With brand champions coming in at an astonishing 55 percent, we are more likely to liken brand champions to “supporters” for the brand, not true Zealots. The postive-impact business difference between “champions” and Zealots is huge, thus finding ways to dig deeper into your Rewards Program membership base to mine out your most zealous fans is one that is well worth the time & effort. And establishing an intimate way to go beyond simply rewarding  – by involving, engaging and nurturing your Zealots – now that has the makings of a true loyalty program.


recommend-thisBuilding zealots is a fundamental approach to marketing … packaged goods have long understood the competitive power of defining and segmenting marketing practice to heavy users.   Their approach focused purely on volume of usage and did not take into account satisfaction and impact their unsolicited referrals can have within their community.

Targeting zealots combines operational performance with the efficiency of potential word-of-mouth performance.  By building against zealots – we are aligning those customers that are best satisfied with the actual brand delivery and are most likely to practice the most effective and efficient marketing activities – word-of-mouth referral and repeat purchase.

From a pure advertising standpoint, targeting zealots and potential zealots aims messaging at a mindset versus demographic – often increasing the potential target audience.   Creative is allowed to be more intelligent – playing to a higher sensibility and category understanding.   That results in more distinctive work and a higher brand value perception.

Harvard Business Review has written that the number one measure of brand profitability is the correlation of customers that are “extremely likely” to recommend a brand product or service to their friends or family.

Does your business target mindset or demographics?  Those that relate best to your business are likely to do so for reasons other than their age, their household status or where they live.  Do you understand who your zealots are?


Follow us on Twitter