Get in on the buzz: word-of-mouth is a key marketing tool: vending and OCS firms traditionally rely on referrals from satisfied clients, but customers need to be motivated to speak up on the operator's behalf.(BUSINESS BASICS: BUILDING BLOCKS FOR SMALL- AND MEDIUM-SIZE OPERATIONS)

Word of mouth is the act of a customer sharing his or her experience with another person. A recommendation or tip passed from one customer to another by word of mouth provides credibility, reduces doubt in the customer's mind, and plays a critical factor in the customer's final selection or purchasing decision.

A recent survey analyzed the effect of word of mouth communication and found 85 percent of Americans polled said that comments from co-workers, friends, family members and others carry a considerable amount of weight with them. (Harris Interactive study, December 2005).

It is also a fact that many successful companies have a formal referral system for finding new customers.

A REASON TO TALK ABOUT YOUR SERVICE

Word of mouth marketing is giving customers a reason to talk about your vending or office coffee service company and making it easier for that dialogue to take place. As the owner of a vending of OCS company, you may not always be able to create the conversation, but you can encourage and facilitate it. Word of mouth marketing is about the actions you can take to empower your current customers, build upon their natural desire to share their positive experience with others, and pique the interest of your target market.

EMPOWER THE CUSTOMER

Word of mouth marketing is harnessing the voice of your customer for the benefit of your brand and making it easier for satisfied customers to tell their business colleagues and contacts about your company's …