What are Word-of-mouth Marketing and Customer Communities?

 What are Word-of-mouthWord-of-mouth marketing (WOM) is the process of information exchange, especially recommendations about products and services, between two people in an informal way. In the past, word of mouth has been a spoken phenomenon, but other types of dialogue (such as email and Web postings) are now included in the definition.

It differs from other types of communication in that the source credibility is very high. That is, the person giving the information is generally seen as a much more credible source by the person receiving the information. This is especially true when someone knows the person that is giving him or her the information.

A customer community is simply an organized system of customer contact. It is a system in which you have regular interactions with customers, both in person and electronically. This contact is personal, one on one, and recognizes that you understand the importance of each individual customer to your business.

You share information and ideas with your customers and you seek their input, feedback, and ideas in return. A customer community will be a hotbed for increased word-of-mouth advertising for your store.

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