FINDING CHAMPIONS

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Managing a successful word-of-mouth marketing program requires finding champion customers who spread the word about your good reputation. Many organization skip this important step thinking that it is not necessary. Nothing could be further from the truth.

Finding champion customers helps you in several ways:

Finding champions forces you think about who these people are and what inspires them to talk for you.
Finding champion customers focuses your management work in a specific way: word of mouth involves one person talking with another person. We find in our consulting that organizations who make an actual list of referring champion customers seem to do better in managing the other elements of the program.
Finding champion customers helps your staff to constantly think about how important word of mouth is in your organization. It raises their awareness and encourages them to constantly be looking for those who talk.
Finding one champion usually leads you on the path to find other champions because of the huge interconnected grapevine that connects one with others.
The event of "being found" as a champion is rewarding to the referring customer. Champions appreciate being known for their hard work for you. The process of finding and being found forms an important link in your relationship with the customer.
Finding champions also is rewarding to you. It gives you encouragement that you are succeeding.

Main Tutorial Page

Finding Champions

Finding champion customers
Finding a reputation
Finding champion employees
Finding unhappy customers

Inspiring Champions

Inspiring champion customers
Inspiring champion employees
Inspiring unhappy customers

Thanking Champions

Thanking champion customers
Thanking champion employees
Thanking unhappy customers

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