Harnessing the power of the people: Getting people talking about TalkTalk

TalkTalk, the telecommunications company, wanted to understand how word of mouth built advocacy among buyers of fixed line, broadband and television services.

Harnessing the power of the people: Getting people talking about TalkTalk

Anna WillsSpring Research

Catherine RussellConsumer Insights, TalkTalk Group


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...

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