Introduction

In our last discussion, we covered strategies to shorten the purchasing decision time for your customers, thereby increasing your profits. Today, we'll explore the nine levels of word of mouth (WOM) to help you measure the buzz around your business and address any negative feedback effectively.

The Nine Levels of Word of Mouth

Understanding these levels will allow you to pinpoint where negative word of mouth is originating and develop strategies to counteract it. Here’s a breakdown:

Negative Levels

• Minus 4: This is the worst-case scenario, where your product is causing a scandal. Think of major recalls or safety concerns, like the Tylenol scare.
• Minus 3: Disgruntled customers actively discourage others from purchasing your products or services. This is the boycott level.
• Minus 2: Customers are not actively boycotting but provide poor reviews when asked.
• Minus 1: Mild dissatisfaction. Customers may still purchase from you but will share their negative experiences when prompted.

Neutral Level

• Level 0: Neutral feedback. Customers use your products but don’t discuss them. This can be a warning sign, indicating a need to turn neutral experiences into positive ones.

Positive Levels

• Plus 1: Customers are generally pleased but don’t share their experiences unless asked.
• Plus 2: Customers rave about your products when asked.
• Plus 3: Customers go out of their way to share positive experiences, akin to recommending a great movie.
• Plus 4: Your product is widely celebrated. Positive buzz is rampant, and customers eagerly share their exceptional experiences with your products and services.

Examples of Plus 4 Companies

• Lexus
• Harley Davidson
• Lululemon
• Tesla
• Apple
• Costco

Reflecting on Your Word of Mouth

Take some time to assess what kind of word of mouth your business is currently generating. Identifying your level will help you understand where improvements are needed and how you can foster more positive WOM.

Conclusion

We’ll end this session here to give you time to evaluate your business’s current word of mouth standing. If you need assistance with this process, don't hesitate to reach out for guidance.

Next time, we’ll explore 30 ways to harness the power of word of mouth. Stay tuned!