WOM (Word of Mouth) is not made up of HUGE, corporate-led initiatives.

It lies in the banal details of day to day interactions.

• It's the customer service rep who doesn't follow a script to solve a customer's problem.
• It's in making it ridiculously easy to find your store.
• It's recognizing that your caller is not a tech-newbie and you can start deeper into the problem-solving process.
• And in not having two stories (one online and one offline)
• Time and again...it's the little details that add up to BIG deals...and facilitate positive WOM.

Had the privilege to talk with some folks over at The Motley Fool this afternoon.

I got there a bit earlier and went up to the receptionist and introduced myself.

"Ah, Mr. Epstein. I heard you would be coming."

Nice.

"Can I get you something to drink?"

"Sure, that'd be great."

"While you are waiting, would you like me to grant you access to our wireless network?"

I was dumbfounded.

Now, here was a receptionist (Lisabeth) who understood (either instinctively or otherwise) that her approach to visitors was important to their experience. It was important. And it made a difference.

I was in a great mood for my meeting. I had found a culture that understood that details do matter.

If the receptionist treats people this well, you've got to believe that the service is great all the way to the top.

You know the saying "the fish rots from the head," right? Well, the reverse is true.

Very impressive.