The Keller Fay Group released a commission report detailing “factors that trigger word of mouth” communication. The primary trigger being, a consumer’s positive experience with a brand.
Some key points:
1-in-6 conversations among consumers are triggered by a positive experience (p.4).
Regardless of what started the conversation, 83% of all WOM about products involves someone who has had a personal experience with a brand (p. 6).
The research shows that for conversations based on a positive experience, over half lead to strong buy or try recommendations (p. 8).
Aside from what Keller Fay’s research has shown, much of the WOM reflects these findings. In Word of Mouth Marketing Sernovitz provides a great example of accounting software provider Intuit (Quick Books) leading with providing positive brand experiences. The ability to provide a community of problem-solvers for Quick Books users not only showcased the importance of service, but created a platform to track software problems and satisfaction.
Two additional key points:
1) Customers that a firm acquires through WOM communication develop a stronger relationship with the brand and tend to propagate their positive experiences more frequently (Choi, 2009; Villanuva, Yoo and Hassens, 2008).
2) Customer generated WOM is more effective than firm generated WOM (Van den Bulte, 2010).