Inspiring vs. Motivating Word-of-Mouth

As Word-of-Mouth Marketing receives more attention as the most powerful hidden marketing medium, it is not to suprising to see the number of marketing consultants and agencies jumping on the bandwagon, ready to launch Word-of-Mouth Marketing Campaigns for their clients. What IS suprising is how organizations are falling for this, without thinking through the diference between Inspiring Word-of-Mouth and Motivating Word-of-Mouth.
What's the difference?
Well, organizations that Inpsire Word-of-Mouth place meeting and exceeding customer expecations first and foremost, while companies that Motivate Word-of-Mouth put the cart before the horse and expect Word-of-Mouth to simply take off if they throw enough Word-of-Mouth Marketing vehicles at the market (The Perfume on a Pig Syndrome).
Well, the timing could not be better for Customer Expectation Innovation (tm), a method measuring customer expectations so that they may be efficiently, effectively and consistently met - creating the greatest possible amount of organic Word-of-Mouth and Customer Activism. More on our newly developed breakthrough Customer Expectation Innovation (tm) coming soon...