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June 06, 2006
Study: Customers who feel listened to spread more word of mouth
When customers feel they are being listened to by companies, they spread positive (and unsolicited) word of mouth. That's the finding of Communispace, a Watertown, Massachusettes company that creates and manages private, branded online communities for companies.
Communispace surveyed 2,196 members of their clients communities -- twenty communities representing fifteen companies. They found that:
- 82% of community members said they were more likely to recommend the company's products than before joining the community
- 54% said they were more inclined to purchase products from the company since joining the community
More information: What Companies Gain From Listening: The Effect of Community Membership on Members' Attitudes and Behavior in Relation to the Sponsoring Company (free reg. required)
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Good one! We have some clients that ask their customers for feedback and others that don't. Those that ask always seem to generate more referrals. Nice to see more data to prove it!
