Your WOM Program: Participants & Structure

This document provides information about establishing a word-of-mouth marketing program. It discusses identifying participants, engaging them, measuring results, and establishing a program structure. Sample slides are included that address determining participant qualifications, inviting customers to join an insider program, and pitching a WOM program internally with the goals of reducing call center volume, learning from customers, and rewarding customer advocacy. The document is from 2006 and notes it was an early time for word-of-mouth marketing as a formal practice and budget line item.