Word of mouth is the ultimate sales tool

Your article “The Customer is always right” (MW May 25) hit the nail firmly on the head.

If companies are failing to deliver good customer service, they’re giving their brand a bad name. And if these companies provide customers with a bad experience, it can impact not only on that customer, but also on all the other potential customers that they tell about their experience. “Word of mouth” marketing can work in reverse – we all love telling our friends a customer service nightmare story.

The winners in today’s market are those companies that demonstrate they know what is happening at each stage of the customer’s journey. Being recognised and remembered for good service is a strong positive attraction for most customers.

Being forgotten, not recognised and having to repeat important details about oneself can create negative responses.

Give someone a good experience of your brand or service, and you’ll get the ultimate sales tool – word of mouth recommendation.

Stephen Jacobs

General manager

Directexcellence

Twickenham

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