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Tuesday, July 5, 2011

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OUR TAKE - Normalization of WOM

In the last few editions, you have read comments from CRMAdvocate readers who believe the results of the study that word-of-mouth opinion sharing (WOM) is declining. And they believe the reason is the economy (also read more PBJ, less WOM). And you have heard from others who don't agree (see the WOM shift and the WOM evolution).

Many readers feel the decline in word-of-mouth is not really a decline. Rather, it is simply a settling down of sorts from artificially high levels. One reader wrote, "Considering the number of reviews posted almost everywhere, I can't believe that they are in decline. But I know that I am less influenced by traditional WOM and more influenced by online reviews than I was a few years ago."

Another chimed in with, "I'd like to see ten years' worth of data. Is 2008 a relative peak or an absolute peak? Did it take off when new social networking became available and then settle back? If so that would be more like reverting to the mean and might simply signal a maturing facility with new technology and not disinterest or economics."

That's their take. Do you agree? What's your take?

. . . . . Gary Lemke, Chief Customer Advocate

Recent Editions of CRMAdvocate

06.30.11 The WOM Evolution 06.29.11 The WOM Shift 06.28.11 More PBJ, Less WOM 06.27.11 It's the Economy 06.23.11 Will We See a WOM Comeback? 06.22.11 WOM on the Decline

Lasting Impressions: The greatest obstacle to discovery is not ignorance - it is the illusion of knowledge. - Daniel J. Boorstin

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