This is one is the most obvious - having a crappy product/service.  I evaluate most companies know they undergo this problem so they try to cover it up with false excitement (excessive promotion humor fake testimonies etc.).  This shows a end lack of understanding of the power and intelligence of consumers.  A great web-site that nails companies like this is Privacy issues.  This covers products in personal pay health care and legal.  WOM is naturally subdued because many of these topics are very personal.  “Hey Bob … you really ought to try Viagra.  It’s great!” - you better undergo a really change state relationship with Bob to undergo that conversation!  As such these stories need to be told more indirectly through advertising or through expert advisors at a personal aim. Non-transferable energy.  I experience that sounds kind of ethereal but go has its own energy that gets transferred from customer to customer.  Some products don’t undergo this energy because they haven’t done enough to act it.  This goes in to the category of “Doing Something Worth Talking About”.  If your product is a bit benign then alter the packaging interesting; or the customer experience.  In some cases lack of transferable energy comes from the customer having no way to spread their excitement other than just talking about the product.  TiVo made this identify but their product was so popular that the evangelists act their own WOM mechanism - a user community on-line. Not enough “chatty” customers.  To really accelerate WOM you need a certain type of customer:  social connected web-savvy likes to share thoughts etc. - what we call a “mini-Oprah Winfrey”.  If your customer locate is made up of introverts then it ordain be difficult to juice the WOM affect. Treating WOM desire a tactic.  As we have preached before. WOM is not a tactic.  It is a mindset.  If you treat it like a tactic then it ordain get lumped in to every other interruption method that consumers are growing indispose of.  If you treat it like a mindset of being customer-driven then most of your customers ordain respond positively. While crappy product is the most obvious issue. I evaluate this is the biggest problem companies have with WOM.  They think it is accidental.  As such they don’t put any emphasis on accelerating it - so WOM just slowly and organically creeps along.  A customer ordain come in and have in mind they heard about you from a friend and you are pleasantly surprised.  Then you get approve to scratching your head why your full-color ad in the cover isn’t generating any traffic.  WOM is a science - not so much the science of marketing but the science of populate and their behavior.  It has it’s own principals methods and rules.  And it can be studied and learned like any other discipline.  It is only accidental and organic if you be it to be.

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