1) Word of mouth marketing impacts a large portion of the US economy, with 13% largely driven by positive consumer discussions and 54% partially influenced by word of mouth.
2) Consumers highly value word of mouth recommendations because they see the sources as trustworthy given their perceived lack of bias, and find the recommendations relevant when making purchase decisions.
3) Customers who are highly satisfied and likely to recommend brands are more frequent users of those brands compared to indifferent or fulfilled customers.
1. Financial Value of Word of Mouth Michael Lowenstein, CPCM Senior Vice President, U.S. Operations Customer Management Center of Excellence
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5. A Comparison With Highly Satisfied and Highly Likely to Recommend Customers Source: Proprietary study for NOP World. Based on between 685 to 925 rated brands.
6. Overall Ability to Predict Usage Across Advocacy Segments 0% 20% 40% 60% 80% 100% Indifferent Fulfilled Committed Active Advocates Used at all Used recently Used most frequently Base – 903 respondents
7. Difference Between the Advocacy Segments … Share of Spend 0% 10% 20% 30% 40% 50% 60% 70% 80% Indifferent Fulfilled Committed Advocates Average Brand 1 Brand 2 Base – 903 respondents
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