I Admap (October 2012) skriver Steven Van Belleghem om Word-of-Mouth Marketing: Manage the conversation through the 4Cs.
Hans pointe er, at hvis man skal opnå mest mulig værdi med word-of-mouth, skal den hvile på fire søjler: customer experience, conversation, content and collaboration a.k.a. 4C.
- Customer Experience: people love to talk about your service and your products. It is the key driver of consumer conversations.
- Conversation: it is the goal to converse and not communicate. Listen, ask questions, facilitate the conversations and actively take part in them.
- Content: give people stuff to talk about, but do it in an authentic, positive and relevant way.
- Collaboration: involve customers in everything your company does. Let them be part of your boardroom and let them be involved in your decision-making processes.
En god og hurtig læst artikel, hvor han uddyber de fire C’er og kommer med eksemplar.