Wow?What a Buzz!
With a little extra work, you too can generate powerful word-of-mouth
By Lois K. Geller
Things just seem to go wrong for me in hospitals. Not just things like long waits, hostile clerks, indifferent nurses and doctors who look like they should still be in grade school—those are just annoyances. The procedures terrify me, too. Like when an allergic reaction to simple iodine dye sent the top number in my blood pressure soaring into the 200s.
So my knees were a bit shaky as I checked into Baptist Hospital in Kendall, Fla. for a small procedure.
Imagine my astonishment when I got there. No waiting. No scowls. Just professional, kind, caring, thoughtful people, from the intake clerk to the nurse who walked me out to my ride home and handed me all the information I'd need on follow up treatment and medications. "Who are you people?" I wanted to ask, and I did ask … sort of.
One of the nurses smiled and showed me a wall plaque commemorating Baptist's most recent award for making Fortune's list as one of America's top 100 companies to work for.
Three days later, a questionnaire arrived in my mailbox. The head of the hospital wanted to know about my stay at Baptist. I raved.
Last weekend, at a birthday party for Mason & Geller creative director Michael McCormick, I told everyone about Baptist Hospital. I also plan to sing its praises at several different venues where I will be speaking in the upcoming months.
Where Does Buzz Come From?
Buzz is when people start talking about your company, mentioning it to neighbors and colleagues, at parties, and in speeches. Amazon.com was built almost entirely on buzz.
It starts with total customer focus, plain and simple. That means we have to spend some time actually being our own customers, so we don't just sympathize—we empathize.