What is a Word of Mouth Ambassador? - What is a "WOW"? The World Book Dictionary describes "WOW" as: "To overwhelm with delight or amazement; an unqualified success." And Ambassador is any of your employees or customers who creates "WOW" experience for your customers.

Too many times employees do NOT create "WOW." Let me give you an example: There's a new restaurant in town, the Hunger Hut. You decide to take your wife out and decide to try the Hunger Hut. As you finish eating, you determine that the food was pretty good, but the service had been slow. The server had to be reminded to bring your salad and the glasses and silverware had water spots. After the meal, the server brings the Guest check and inquires: "How's everything been?"

You indicate "Everything was O.K." You pay the check and as you are walking to your car you tell your wife, "We're never going back to that place." Your wife agrees.

You Have Just Experienced Word of Mouth Advertising

The next day, an associate at work says: "I'm looking for a place to take a friend to dinner tonight, any suggestions?" You indicate, "If you're looking for a good place, stay away from the Hunger Hut. I had dinner there last night, the food wasn't bad, but the service was horrible; just one mistake after another and the utensils were not clean." Your associate says, "Glad you told me so I can avoid an unhappy experience. We've always gone to the Rib House. The food's great and the service is pretty good. I guess that we'll go there tonight."

You Have Just Experienced Word of Mouth Advertising A few minutes later another associate joins the group and asks, "Have you heard about that new restaurant, the Hunger Hut?" Your associate says, "Yes, I've heard nothing but bad things about it. In fact, the place is horrible."

You Have Just Experienced Word of Mouth Advertising

The third party goes to get a haircut, where the discussion turns to the Hunger Hut. "The restaurant is terrible.", says the third party. "They won't last long. Nobody's had a good meal there."

You Have Just Experienced Word of Mouth Advertising

A few months later you notice that the Hunger Hut has closed down. What is the reason?

Naturally this story is fictional, but I'm sure that you have witnessed something like it. Negative Word of Mouth can put a restaurant out of business. Tomorrow we'll discuss how Word of Mouth Advertising can be beneficial to a restaurant and can help build the business of your Restaurant.