Harnessing the power of the people: Getting people talking about TalkTalk
Anna WillsSpring Research
Catherine RussellConsumer Insights, TalkTalk Group
INTRODUCTION
How does a brand harness the power of advocacy? In this paper we will show through cutting edge thinking how brands can activate and utilise word of mouth - the ultimate advertising.
Understanding word of mouth in the fixed phone, broadband and TV category was proving a challenge for TalkTalk. They knew badvocacy (negative advocacy) was occurring when things went wrong but positive word of mouth was low across the category. So although TalkTalk customers were loyal to...