Woo, Wow, and Win (ePub)

Pleasing customers isn't enough. To delight your customers—to woo, wow, and win them—you must design your service to create memorable, empathetic experiences that meet their expectations and advance your strategy. In Woo, Wow, and Win, bestselling authors and business experts Thomas A. Stewart and Patricia O'Connell reveal the importance of service design for your company. They offer services businesses clear, practical strategies for designing and delivering great customer experiences—a distinctly different exercise than it is in manufacturing. You will learn that

• The design of a service—the experience it creates, the value it delivers—is an essential element of strategy for every business
• Excellence in service needs to be built in, not painted on at the end
• Great service should be free—well-designed service pays for itself and then some
• Service design and delivery is a sustainable, repeatable, and profitable way to differentiate your company and find and serve the right customers

Drawing on deep research and examples from industries as diverse as airlines and brokerages, hospitals and hospitality, consulting and construction, Stewart and O'Connell show how to apply the principles of service design in ways that uniquely fit your strategy. And the authors demonstrate how to use service design to set customers' expectations—and meet them in every interaction, in every channel, every time.

Woo, Wow, and Win teaches you how to create “Ahhh” moments—when the customer makes a positive judgment—and to avoid “Ow” moments—when you lose a sale or, worse, customer trust. Stewart and O'Connell show how to map and evaluate all your interactions with customers; how to evaluate your ability to design and deliver great experiences; how to build innovation into your business model; and how to align your culture with the strategy and design you have selected.

Whatever your industry, whether you're giving haircuts, selling life insurance, or managing an office building, your customers are as much a part of your business as your employees are. Woo, Wow, and Win shows you how to enlist them as collaborators in your success—and accelerate your company's growth and profitability.

Thomas A. Stewart is a bestselling author, an authority on intellectual capital and knowledge management, and an influential thought leader on global management issues and ideas. His books include Intellectual Capital and The Wealth of Knowledge. He is the executive director of the National Center for the Middle Market at the Fisher College of Business at The Ohio State University and has served as the chief marketing and knowledge officer for Booz & Company, as well as the editor and managing director of Harvard Business Review.