Sample Essay On Speaker Notes

Slide 2. Word-of-mouth may be defined as “An unpaid form of promotion in which satisfied customers tell other people how much they like a business, product or service (Entrepreneur, 2014).” Word of mouth advertising is possibly the most important promotional tool for any business. It is the most credible form of advertising since, every time an individual speaks positively about a company, the person is putting at stake his or her own individual reputation.
Slide 3. The important question we need to ask is how positive word-of-mouth is generated? Word of mouth is generated every time a customer receives extraordinary service. Extraordinary is something that the customer would not have expected – a reminder call when the next service is due for the car or remembering a customer’s birthday or anniversary and greeting them on the occasion, throwing in an extra dollop of cream for the child that is not expected or accounted for. Things that are simple but strike an emotional chord by delivering a “wow!” experience that was not in line at all (Bodo Lang, 2013). It is typically when the employees go beyond the normal call of duty and deliver an experience to the customer.
Having said that the word-of-mouth gets generated from exceptional customer service, it is important to incorporate it into the organizational culture and outlook. Importance of delivering exceptional customer service must be institutionalised and everybody in the organization must be taught to be alert and respond to such situations (Jr, 2006).
For instance at a hospital reception where a patient is expected to register, imagine everyone from the receptionist, floor executive and even the security guard offering a pen to a patient when the patient searches for one. Simple yet, very powerful memories are created.
Simple memories can be created by how the shop is organized – a piano shop can be created to resemble one. There can be glass floors to see what is happening down below. McDonalds has an attached playground to each of its stores! Some hotels just send in their staff in the evening to re-make the beds, pull back the sheets and they quietly leave a chocolate next to the pillow! Some restaurants allow guests to choose from expensive list of desserts at no extra cost – simple things that do not really cost much but create very powerful positive impact on the minds of the people. There are jewellery shops that replace the watch batteries free of cost even when the customer has not really bought anything from that shop – he will definitely comeback or refer the shop to his friends when they talk of buying a watch.
Slide 4. Word-of-mouth is a significant force in any marketing plan. As it is strong in the offline world, with the development of social media, online word of mouth has become a force to reckon with. Word of mouth drives product sales. A study reveals that the characteristics of offline and online WOM are different. The motivations for both are different. Study suggests offline WOM is driven by emotional, functional and social needs, while the online WOM is driven by Social, functional and emotional needs (Keller Fay Group, 2013).