Yet Another Top Ten by Guy Kawasaki
1- Companies should hire a customer service rep to cruise the Internet looking for kudos and complaints. When the rep finds kudos, he should thank the person. When the rep finds complaints, he should get the problem fixed.
2- Commerce Bank has a free change-counting machine in its branches that anyone can use. Beats the heck out of the machines in markets that take 7 percent.
3- A study showed that people who heard about a bad shopping experience are less likely to go to the same store than the person who actually had the bad experience.
4- The most powerful word of mouth advocates might be the customers who have done business with you only once so far. They are the most excited; repeat customers are probably used to the great product/service.
5- The Prostate Net contacted 50,000 barbers about talking to their clients about prostate cancer detection and prevention.
6- Incentives and rewards are likely to reduce word of mouth advertising because motivation becomes suspect. You can't "buy" word of mouth advertising.
7- The Wynn Las Vegas hotel gave free rooms to cabbies to generate word of mouth advertising via this very influential part of the transportation infrastructure.
8- Henkel Consumer Adhesives, the manufacturer of Duck Tape, sponsors a contest for college scholarships called "Stuck at Prom".
9- A word of mouth campaign brought back Family Guy from the dead (that is, cancellation).
10- Zappos has a one-year, no-questions-asked return policy for shoes. This boggles my mind, although I've never seen my wife return anything to them.
blog.guykawasaki.com
