Businesses must deliver outstanding experiences to drive word-of-mouth reviews

The rise of social media has had a far-reaching impact on the way consumers interact with one another and the companies they patronize.

The rise of social media has had a far-reaching impact on the way consumers interact with one another and the companies they patronize. Business 2 Community explains that given the way the technology has altered people's perception of the world, it makes sense that it would also affect the way businesses function.

Companies used to be concerned with the best ways to create word-of-mouth buzz, but that focus has shifted and they are now identifying how to control it and direct those conversations, according to Entrepreneur Magazine. Now, communications are going in both directions. Companies aren't simply observing or listening to customers' complaints and praises. They aren't simply talking at them either.

Social media is allowing the biggest corporations to talk with their customers, the source reports. These capabilities are expected to propel business growth in the future, as public perception will become even more important in an economy driven by technology and social interactions online, according to the Bureau of Labor Statistics. For this reason, public relations professionals are expected to be in high demand so companies canbetter manage branding in stores and on the web.

One of the best ways to drive positive word-of-mouth buzz in the first place is to provide customers with an outstanding experience, Entrepreneur explains. Disney is well-known for this, as it continues to delight patrons with magical experiences across its brand, including theme parks, movies and products. Other businesses can do this as well by surpassing customer expectations. The magazine suggests that retail stores deliver products for clients in need, consulting agencies send out special gifts as a 'thank you' and manufacturing facilities increase production to get clients their ordered items to meet a last-minute deadline.

If companies want to check in on their customer experiences, they can bring in mystery shoppers. These individuals can provide unbiased looks into daily operations to find out if employees and sales reps are delighting employees and giving them a reason to spread the word.