Your company, at this very moment, is interacting with customers in some sort of routine way. Some routines are down to a critical science: You know how long it takes to cook a burger; you know when to send your newsletter; your delivery drivers know the fastest, most efficient way to get from A to B.
That’s fantastic. We have a lot of love for proven processes that work really well.
But at the same time, your routines represent word of mouth opportunities. Here’s what we mean:
- How do you answer your phone?
- What do you say when a customer walks in the door?
- What’s on your invoice?
- What’s your return policy?
If you’re doing it like everyone else, why would anyone talk about it?
How a word of mouth marketing supergenius does it:
Delaware Dental, operated by a husband and wife team here in Chicago, has converted their practice in a “dental lounge.” Their office is decorated with funky stuff and they ask you about your favorite music on the patient information form — which they later play for you.
They still do all the regular stuff — they’ll clean your teeth, they check for cavities, they take X-rays. But they’ve also taken advantage of the extra routines — the forms, the background music, the stuff you sit on while waiting — and made them into something everyone talks about.