How to figure out what word-of-mouth marketing is worth to you

11/16/2012 | Forbes

Influential brand advocates are more valuable than customers who never discuss your brand -- but it's important to try to figure out precisely how much more they're worth, write Rob Markey and Fred Reichheld. They advise using surveys to figure out how many new customers your company earns through word-of-mouth marketing. "In general, between 80% and 90% of positive referrals come from your highest-value, most loyal customers," they explain.

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