Recently, I picked up a pair of shoes from a new store on my friend's recommendation. He's taken on the mission to drive his family, friends and probably anybody who's willing to hear him out to the store.

So what made him a walking-talking media for the store? His experience. The friendly salesman who helped him, get that perfect pair of shoes.

The store had equipped a device to find the pressure points on his feet as he walked. He was educated that because of his style of walking, he needs to find the "right" shoes for him to be made comfortable. Add to that, a printout detailing his feet's pressure points. And voila, the stores got itself a big fan.

The store cannot control what he says. But it surely managed to control the one thing that truly maters - CUSTOMER EXPERIENCE.

Think about it. When you have a great (or bad) experience with a company, what do you tell your friends about? Do you echo the messaging from their advertising? Do you say, "Hey, try them, because they had the coolest logo"?

Of course not: you tell your friends what was important to you – the details about your particular experience. And that's the brand. Nothing more, and nothing less, than the sum total of all the customer experiences served up by that company.

Word-of-mouth advertising is the least expensive and the most credible.  And it's a sure winner. Every business, either knowingly or unknowingly, generates word of mouth that is either good for their business, or bad - which hurts it.

How many times have you made a decision to do business with (or avoid doing business with) a certain company based on what someone else told you? Probably more than you realize or can even count.

When someone says good things about your product or service to someone else, it serves as a real-life testimonial, which is much more believable than when you harp the loudest horn about yourself.

Word of mouth brings in not only repeat customers but also new. Here are some tips on generating positive word of mouth advertising:

1) The core of generating positive word of mouth is offering QUALITY products and services. Period.

2) Think value-ad. I don't mean promotions, but a genuine experience that will compliment your core business. The extras always get talked about.

3) Actively seek feedback in the form of questions, comments, and even complaints from customers and prospects. These are opportunities to improve your products, services and customer support.

4) Excellent customer service. The people who are the face of your company will be remembered for their friendliness and smiles.

Especially since repeat business is crucial to most any business, such practices - although common everyday practice. Ignoring them is self-defeating. 

5) Don't just try to meet your customer's expectations. Exceed them. 

In other words, under-promise and over-deliver. Yes, we have heard it so many times. That's because it actually works.

6) If a customer is not satisfied, take reasonable steps to try to make them happy. You might even convert a disgruntled person into one of your best word of mouth advertisers.

The above aren't just the right things to do; they are smart business practices.

And hey, did I mention about this great shoe store?