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Are you giving word of mouth enough credit?

Most companies under-measure word of mouth. If you don’t ask correctly, most customers won’t answer “word of mouth” when you ask how they heard of you.

In this example from Zipcar, at least three of these answers are word-of-mouth-related. But if you asked them if WOM is important, they may not even realize that they’re measuring it.

zipcar how did you hear form

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Comments

  1. Aleksandrs December 5, 2011 at 9:38 am #

    Well maybe they DO realize – just distinguishing between word of mouth spread by their customers and non-customers?

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