Simple arithmetic, when you obtain less than what you expect is a BOOOO!, equal is an OK!, and more is a WOW!!!!!.
So the final "grade" is relative to the consumer expectations. WOW brands must know it, and in consequence they must think as the most exigent client. So, if they can exceed that expectation they will always ensure WOW results across all their clients. Simple to state, very difficult to implement.
Surprising your consumers is a safe way to obtain WOW results. However brands must ensure to take care of its promises, disapointing consumers will generate three times of negative WOM than possitive (if results were good). Here you can find some examples, one for a negative experience and two for possitive ones.
So the final "grade" is relative to the consumer expectations. WOW brands must know it, and in consequence they must think as the most exigent client. So, if they can exceed that expectation they will always ensure WOW results across all their clients. Simple to state, very difficult to implement.
Surprising your consumers is a safe way to obtain WOW results. However brands must ensure to take care of its promises, disapointing consumers will generate three times of negative WOM than possitive (if results were good). Here you can find some examples, one for a negative experience and two for possitive ones.
Bad Experience: United Airlines
Good experience: Spaniar Airlines
Good experience: Coca Cola Vending Machine
Good experience: Coca Cola Vending Machine
BOOO, OK & WOW!!!! Majestic dear Guillermo, MAJESTIC!!!
ReplyDeleteVery good idea, and it really reflects consumers reaction towards brands.
I'm telling you, here, in a public space, I will used this concept for a new post!!! I've told you!
Cheers
Its very good to find in a mkt blog an example of a bad experience!!! and a guy singing a song about it!!!! very good and funny too. Thanks!!!!!
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