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Proactive strategy for designing, stimulating, and amplifying electronic word-of-mouth (eWOM) as a strategic marketing asset — engineering conditions that cause satisfied customers to talk rather than merely responding to what they say. Invoke when a client needs to build an eWOM programme from zero, when review volume is low, when NPS scores are high but referrals are not materialising, or when the client wants to turn satisfied customers into active advocates. Distinct from playbook-reputation-management, which focuses on damage control and response protocols.