Airlines also generate buzz, along with PC hardware manufacturers, home appliances, retail electronics, credit cards and retail furniture suppliers. A customer may leave you, but they don't stop talking about you. Wireless providers, for example, need to know that when consumers have a complaint related to billing, there is an extremely high likelihood they will tell at least three other people. At a time when millions of dollars are being spent on wireless brand-building initiatives, that is a critically important variable to understand.
Viral consumers can be a marketer's best friend or their worst nightmare.
Ideally, you can take advantage of a viral consumer's sphere of influence to extend your marketing reach. To do that, you first have to identify viral customers. Then you have to treat them and market to them in a way that ensures satisfaction and increases loyalty. Tip-offs include anyone who communicates frequently, copies others on communication, is passionate or emotional about the experience, product or service, or is among the first to try your new products. Make it easy for customers to share their experiences.