What drives word-of-mouth or customer loyalty?
The great Sidlee’s team (Cesvet and al., 2008) unveils their branding strategy, nailing word-of–mouth concept as follows:
• Create products and services that consumers find truly significant,
• Enhance consumption experiences to be market leaders,
• Manage and control word-of-mouth around your brand
They introduce the concept of conversational capital as an identity-shaping residual value fueling word-of-mouth and consequently, allowing marketers to reduce marketing and promotional costs while driving growth.
8 engines, that can be seen as “experience amplifiers” would drive this conversational capital:
Cesvet, B., Babinski, T., and Alper, E. (2008). Conversational Capital: How to Create Stuff People Love to Talk About 1er éd. (FT Press).