Riding the Wave of Customer Experience: Using Service as a Word of Mouth Management System
Do you know what the "proven" six concepts are that will help your organization manage word of mouth?
Speaker:
John Goodman, Founder and Vice Chairman, TARP Worldwide, Inc.
About the Program:
In working with over 40 of the Fortune 100, Mr. Goodman has identified the six concepts that will equip you to help your organization measure and manage word of mouth, get a seat at the customer experience table and maybe even take over the table.
These include:
- The true causes of most dissatisfaction – not front line employees but marketing, operations policies and procedures and product design.
- How to quantify the revenue, word of mouth and risk impacts in a way the CFO and CMO will accept – impacts that are ten-twenty times the cost of CA
- Creating an actionable integrated Voice of the Customer that places all marketing and customer touches in a single framework that allows rational resource allocation and gets things fixed
- Making the front line successful word of mouth generators with flexibility and clear explanations that leave the customer feeling treated fairly and often delighted – rather than throwing money at every problem
- Use technology to delight rather than aggravate – deliver psychic pizza
- Delight and exceed expectations only when it is cost effective!
This presentation will challenge conventional wisdom in a dozen areas. It is guaranteed to make 2/3 of marketers uncomfortable by asking a series of simple questions for which they lack answers. Questions like:
- How important is WOM in my market place?
- Do I know what percentage of my new customers/ clients come from WOM?
- How good or bad is the pool of WOM about my organization?
- What word of mouth is generated by the top three transactions my front line has with customers? Are they enthused and effective, or are they saying, “Management won’t let me help you!”?
- Which customer touches are most cost effective in producing word of mouth
- What problems am I not hearing about? (General answer is 50-95% of them!)
Cost:
AMADC Members: $45.00Student Members: $15.00
Non-Members: $65.00
Onsite: $55.00/$75.00
Online registration closes at 5:00pm on September 20.
About the Speaker:
John Goodman
Founder and Vice Chairman of Arlington, VA based TARP Worldwide, Inc., Mr. Goodman holds an MBA from Harvard Business School.
TARP Worldwide, Inc. was founded more than 35 years ago. The company pioneered the science of quantifying the customer experience and using data to continuously improve service and drive profits. Tom Peters called the organization “perhaps America’s premier customer service research firm.”
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