SOURCE: Word of Mouth Marketing Association

Word of Mouth Marketing Association

May 10, 2011 06:00 ET

Word of Mouth Marketing Association Releases Research on Integration of Social Media/Word of Mouth Marketing and Customer Service

Guidebook Provides Best Practices for Social Media and Word of Mouth in Customer Service

CHICAGO, IL--(Marketwire - May 10, 2011) - The Word of Mouth Marketing Association (WOMMA) today announced the release of its Best Practices Guidebook: WOM in the Customer Contact Center during the WOMMA School of WOM conference in Chicago.

The Guidebook was developed by the Customer Service Subcommittee of WOMMA's Research and Measurement Council in response to an industry demand for a detailed look into examples of integrating word of mouth (WOM) principles and social media into the discipline of customer service.

"This Guidebook establishes WOMMA at the beginning of a movement that promises to be a critical step in the maturing of WOM as a discipline and the evolution of the customer contact center," said Neil Beam, Vice-Chair of the WOMMA Research and Measurement Council and Sr. Manager of Channel Strategy at AT&T.

Through key findings and a series of case studies, the Guidebook is meant to provide practitioners with a solid basis to either structure a new customer service program that integrates WOM and social media or iterate upon existing models.

"The Guidebook is a compilation of data and analysis that showcases what organizations of varied sizes and industries are doing in regards to integrating social media into their customer service strategy," said Linda Dickerhoof, Chair of the WOMMA Customer Service Subcommittee and Director of Marketing Communications at VIPdesk.

"The research has been summarized in a series of case studies that will provide insight and guidance that can be utilized by marketing and customer service professionals struggling with the best way to utilize social media as a viable channel for customer communication, and ultimately customer loyalty," Dickerhoof added.

The Guidebook is available in hard copy during the School of WOM conference for attendees, and will be available for download for WOMMA member companies by May 31, 2011.

WOMMA,, is the leading trade association in the marketing and advertising industries that focuses on word of mouth, consumer-generated and social media platforms -- or marketing techniques that include buzz, viral, community, and influencer marketing, as well as brand blogging. The organization is committed to developing and maintaining appropriate ethical standards for marketers and advertisers engaging in such marketing practices, identifying meaningful measurement standards for such marketing practices, and defining "best practices" for the industry.

Founded in 2004, WOMMA members include marketers and brands that use word-of-mouth marketing to reinforce their core customers and to reach out to new consumers, agencies that deliver word-of-mouth services and technologies, researchers that track the word-of-mouth experience and offline and online practitioners.

Contact Information