Exceed their expectations first
Brand Autopsy - Rushkoff on Word of Mouth
"People may talk about a brilliant advertising campaign, but they will never advocate an ad the way they advocate a product they love. A company’s real relationship with a customer is not communicated through the marketing, however compelling it may be. It is communicated through the cup holders in the doors, the easy-to-read LED display in the cell phone cover, the user-friendly menu on the digital video recorder, or the leak-proof absorbency of the baby diaper."
Yep.
"People may talk about a brilliant advertising campaign, but they will never advocate an ad the way they advocate a product they love. A company’s real relationship with a customer is not communicated through the marketing, however compelling it may be. It is communicated through the cup holders in the doors, the easy-to-read LED display in the cell phone cover, the user-friendly menu on the digital video recorder, or the leak-proof absorbency of the baby diaper."
Yep.