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



Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here