Before I share my proposal on how Krispy Kreme could use the WOWEDFactor as a differentiator, I need to share the value component of delivering the WOWEDFactor. Quality is a function of expectation. If the typical customer doesn't expect to receive a certain "humanizing, engaging or connecting" customer service interaction (the definition of the WOWEDFactor) from the typical provider of your product or service and it's valued and you deliver it, what a way to stand out. However, if customers expect to receive it from the typical provider, and you deliver it, so what! I explain the concept in my WOWEDFactor Video.
My strategy. I want to work the drive through with a squeegee and a bottle of Windex. Picture this, car pull up and I'm there in my Krispy Kreme uniform thanking them for coming to our store. I begin washing the windshield as a "value added" service to our customers. Now, we're having an Interaction ... not just a Transaction.
I tell the Krispy Kreme folks this would be a WOWEDFactor differentiator because it's not expected from the typical drive-through experience and would be valued. Thus, it would create word of mouth value -- "You're not going to believe what happened to me!" Further, it could up the amount customers spend. We have found (and the literature confirms) that if people are having an interaction, they'll more than likely accept a recommendation to buy more products/services. "Would you like fries with that burger?" would be a lot more effective as an interaction vs. a transaction.
More later on how our clients' success with the Ethical Selling System relies on developing "interactions," vs. hard-sell nonsense.
Firestone
firestone@wowedamerica.com
314-863-4000
