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Never underestimate the word of mouth!

Wednesday 10 August 2016 3.09pm

Jan Bailey, Marketing Manager at Hoople LtdHaving worked in marketing for more than 20 years, I am well versed in a whole range of buyer behaviour theories.   

The pages of hundreds, if not thousands, of marketing text books are literally crammed with tips on identifying, predicting or generating need and explaining the stages leading up to a buying decision.  Of course, over the years, I have made reference to these for large parts of my marketing strategy.

However, like many things in life, the reasons why customers choose to buy are perhaps a little closer to home.

Working in a county such as Herefordshire, everyone seems to know everyone else.  Therefore, the power of word of mouth recommendation should never be under-estimated.

Regardless of how much I spend on advertising campaigns, fancy giveaways or special events for customers, at the end of the day our reputation precedes us. 

Making sure our customers are happy with the service they receive from us is therefore critical to our future success.  That’s why this month we’re rolling out a new programme of post-training event questionnaires to find out what our customers really think of us.

We all know that gaining a new customer is three times as hard as retaining an existing one.  Keeping our customers happy is therefore at the heart of our marketing strategy.  If they’re happy, we’re happy. If they’re not happy, we’re not happy. 

However they feel, we can be sure they will be talking about us with our potential future customers. We will ignore that at our peril!

Jan Bailey, Marketing Manager at Hoople

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