WOWEDAMERICA

Bottom-Line Case for Businesses to Deliver WOWEDFactor Experiences

2011-08-19T08:28:00.000-05:00

WOWEDFactor Definition: a customer service experience that was so extraordinary, "humanizing, engaging or connecting," your perception of the person you were dealing with, and consequently the business or organization, became significantly enhanced

Many businesses don't seem to get the fact that when their employees deliver WOWEDFactor experiences, they go beyond being merely in the "transaction" business into the rarified air of being in the "interaction" business. This results in "fully engaged customers." And, the impact of fully engaged customers was captured by the Gallop Organization in a 2005 Study:

Quality interactions result in “fully engaged customers … (who) deliver a 23% premium over the average customer in terms of share of wallet, profitability, revenue and relationship growth.”
Poor interactions result in what the Gallop Organization calls “actively disengaged customers … (and these customers) represent a 13% discount on the same measure.”

So the strategy has to be how does a business set up a culture/system where more employees deliver more WOWEDSightings to more customers more ofter.

Is seems so simple. Am I missing something?

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDFactor: Significant Differentiator for All Types of Businesses? Not Necessarily

2011-06-30T12:09:00.000-05:00

Specifically, if a person has a WOWEDSighting -"a humanizing, engaging or connecting interaction" at a ... (restaurant, hotel, hospital, call center, car rental airport, visitor center, etc.) does it increase the likelihood that s/he will come back, buy more and/or refer others?

Is the WOWEDFactor a "crucial touchpoint" for all types of businesses? Is it a path that all should pursue to differentiate and pullahead of their competition? The answer to all question: not necessarily - it depends on the type of business.

Case in point: Rental Car. The people who rent from the local Enterprise Rent-A-Car branches (which cater to people whose car is being repaired), generally value a WOWEDFactor interaction. However, business travelers who rent from Hertz at the airport, probably do not -- they just want to get in and out quickly.

Case in point: Supermarkets. According to the IBM Institute for Business Value's publication, "Why advocacy matters to grocers - surveyed consumers give retailers food for thought":

The key attributes (15 in total) that drive success: advocates have them; antagonists don’t. The top seven fall in the areas of: quality; selection; convenience; employees; availability and social responsibility.

Employees affect four of the top seven attributes.

Happy with service from employees.
Employees are friendly and positive.
Employees are knowledgeable and attentive.
Pleasant and enjoyable to shop at grocer.

So, the type of the business determines whether the WOWEDFactor is a significant differentiator. Questions about whether it is or not for your business? Call me.

Weigh in on Facebook.com/WOWEDAmerica re what types of businesses need to be concerned about delivering WOWEDFactor experiences if they are going to pullahead. Thanks.

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDSighting: My Hyatt Regency North Dallas WOWEDFactor Experience

2011-05-18T13:49:00.003-05:00

Dates of WOWEDSightings: May 11-13, 2011.

My Testimony: In my many years of business travel, I have never had a hotel experience that could be defined as pure “interaction” (as opposed to “transaction”). That is until May 11-13 when I stayed at the Hyatt Regency North Dallas. Perhaps the best way to describe my experience is that at every interaction (and there were several) I didn’t feel like a “hotel customer” as much as a “guest in the home” of a hotel staffer. The WOWEDFactor components (humanizing, engaging, connecting) were delivered again and again throughout my two day stay. A few of my WOWEDSightings: Carmen – the most amazing breakfast greeting; you’d have to see it to believe it. Toy – at lunch, remembered me from breakfast, reminded me that I had to eat my vegetables to get dessert! – playful and tasteful banter. Freddie approaches me and asks me about my stay. Sonya – comes to my room from her position at the front desk to help me adjust my room thermostat. David, Juan and Sal … more playful and tasteful banter. All genuine interactions; all WOWEDSightings. My hat is off to managers Dominic and Cheryl – I felt that I spent two days hanging out with friends. WOWEDFactor delivered by staff; business value enhanced for Hyatt Regency.

Unappreciated Employees Yield Few Customer WOWEDFactor Experiences

2011-05-04T11:36:00.014-05:00

Simply amazing that this goes on ...

According to a survey done by the Society for Human Resource Management, 79 percent of employees who quit their jobs say that a lack of appreciation is a key reason for their leaving.

In 2004, Gallup reported that 65 percent of North American employees reported that they had received no praise or recognition in the workplace in the previous year.

If an employer/manager doesn't regularly and consistently communicate to employees that they are valued and appreciated, there's no way these employees are regularly and consistently engaging external customers in WOWEDSightings. No wonder, a WOWEDSighting is the exception ... and, therefore, an opportunity.

See WOWEDFactor: Key to Business Differentiation (Section: Establishing a WOWEDFactor culture)

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDSighting Certificate of Sighting Jeremey Daricek, Dobbs Tire & Auto

2011-05-03T14:23:00.011-05:00

Date/Time of WOWEDSighting: April 4, 2011; 2:00 pm
WOWEDSighting Recipient: Rob Kodner

Testimony: I was seeking a quote on a set of tires so that I could compare Dobb's price to some of the local discounters. I went there because of their ads on TV which detailed their warranty for repairs, rotation and replacement for the life of the tires. In the process of obtaining the quote, the Sales Manager, Jeremey Daricek, offered a discount plus a $40.00 rebate from the maker of the tire. I thanked him, said I would compare his quote to others that I would receive and then get back to him. I started to exit the store when he stopped me to see what it would take to sell me those tires today.

He asked if he could see my current tires, so I walked him out to the parking lot where he offered to reimburse me $12.00 for each of my old tires. It sounded like a pretty good deal except that I had to pick up my wife in less than an hour and did not have the time on this day. He then offered to help his mechanic do the work and assured me that he would personally have me in and out in less than an hour. I have to say that at every step of the way, he delivered a WOWEDFactor experience. As a result, I didn’t feel as if I was being “sold” – something I hate. Rather, I felt I was dealing with someone who was genuinely and sincerely interested in my deriving value from the transaction. What a unique approach to selling! Being “WOWED” by this whole situation, I agree to purchase the tires right then. He had me on the road, with new tires in 45 minutes!

WOWEDSighting: Cafe Press

2011-04-21T15:00:00.005-05:00

WOWEDSighting Alert! Occurred at Cafe Press: www.cafepress.com, described on their web site as: "The world's favorite place to find or make unique T-shirts and gifts." I believe it!

My daughter had a shirt sent out for my birthday (Vandelay Industries ala Seinfeld) and chose the wrong size. Just called there to ask about exchange and they said, "We'll send you the Medium. And, because you're a first timer, we don't want you to do through the hassle of sending back the Large, so you keep it!" WOWED! What a class company.

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDFactor Foundation: EthicalFactor

2011-04-21T14:00:00.002-05:00

I am the principal of the Ethical Selling Institute, a subsidiary of Sempact, Inc. We provide training, speaking (keynotes, breakouts) and coaching services to businesses and organizations on how to pull ahead of the competition by building more of the EthicalFactor, which is comprised of Trust (genuineness), Credibility (believability) and Partnership (customer focus and accountability), in to their products and services. We believe that the ability of entities to deliver the EthicalFactor has much more to do with crucial interactions employees have with customers/clients/guests/patients than with what's in a mission statement or customer commitment policy. (Hereinafter, any reference to businesses should be read to include organizations and any references to customers should be read to include clients/guests/patients.)

It should be noted that our definition of selling is not the conventional one. We take a broad look; selling encompasses any interaction that influences perceptions of service image. Thus, all people who have contact with customers are involved in "selling."

WOWEDFactor = Significant Differentiator

Since our inception over twenty years ago, we have continually found that businesses that successfully differentiate themselves and add greater perceived value to their products and services do so because of their ability to deliver more of the EthicalFactor at crucial moments of truth than their competition. And, many times, these business-enhancing "happenings" are interactions customers have with specific employees that are so significant they reach the WOWEDFactor level.

The WOWEDFactor doesn’t happen until it’s happened. Notice, we don’t call it the WOWFactor. It’s past tense intentionally. It doesn’t exist until a customer perceives it to have happened to her. A business can only say its objective is to build its value by having its customers experience the WOWEDFactor with its employees. A customer doesn’t experience the WOWEDFactor with ACME Tool and Rental; she experiences it with Pete, Judy or Tom who work for ACME Tool and Rental. It’s a personal experience and people have personal experiences with people – not businesses. Thus, the extent to which businesses deliver the WOWEDFactor has everything to do with their employees and their crucial interactions with customers. The business-enhancing impact of doing so can be significant.

Firestone
firestone@wowedamerica.com
314-863-4000

In Search of WOWEDSightings

2011-04-15T15:49:00.008-05:00

See all of our WOWEDSightings
Defining Article ... WOWEDFactor: Key to Business Differentiation

(A shout out to our producer/partner JennyLeaPhoto.com!)

WOWEDSightings: Bottom-Line Impact

2011-04-13T08:45:00.002-05:00

What's the business impact of WOWEDSightings (humanizing, engaging or connecting brand ambassador interactions) that deliver perception:

You’re as concerned about my welfare/business as I am.
You want to be fully accountable.
You really understand what I’m dealing with.
You want me to have the best solution even if it means less business to you.

Depending on the industry, the bottom-line impact can be: greater differentiation; more sales overall; more sales per customer; greater customer count; testimonials and referrals.

Firestone
firestone@wowedamerica.com
314-863-4000

I Don't Get Sinclair - They're Missing an Opportunity

2011-04-12T08:21:00.004-05:00

Recently I went to Phillips to do a "partial" fill up. I noticed that the Sinclair station across the street was a full cent cheaper. Further, I noticed that the cent cheaper got you "full service," whereby an attendant does the gas pumping -- twas not the case at Phillips. (Note: I know this about Sinclair. However, if one didn't know they did the full service, it easily could go unnoticed because there are no signs, etc. making the public aware.) And, I also noticed that the Phillips station was completely full ... people waiting in line, not so with the Sinclair station.

I have an observation about this. The geographic area where the stations are located includes a sizeable elderly population who, I would think, would much prefer the Sinclair experience and not have to get out of their cars. For this population, having someone kindly pump the gas could well be a "WOWEDSighting." So my question, Sinclair, if you believe what you're doing provides a competitive advantage at a cheaper price than your competition, how come you're not sending out the message??

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDFactor Programs: On Target to Impact What Types of Businesses?

2011-04-11T08:37:00.001-05:00

Here are some some types of businesses/organizations whose front-line people's ability to deliver the WOWEDFactor could significantly influence business value through enhanced loyalty and word-of-mouth advertising (as well as additional sales):

    * Banks. Teller's are the front-line interface. Their ability to engage is crucial to building brand.

    * Hotels. Service image has everything to do with all the interactions guests have with employees. Article that explores example of where hotel front desk clerk delivers: Adding Value to Your Products and Services: Learn to Differentiate Your Offerings

    * Hospitals. In times of emotional stress, which really defines the hospital experience, patients and their families are looking to be engaged. Because of this heightened awareness, there are many opportunities for staff to build value through delivering the WOWEDFactor.

    * Call Centers. Our July 2006 pilot for the WOWEDFactor seminar was at an Anheuser-Busch Call Center that sold promotional products. Their results were significant: When their employees delivered the WOWEDFactor, value was built even before customers really knew all about their product offerings. Further, after delivery of WOWEDFactor, customers were more favorably predisposed to wanting to own more products and customers were more favorably pre-disposed to employee suggestions re those products. In sum, when WOWEDFactor was delivered, sales increased. (Note: This could also be applicable to Franchises where employees are in a position to make recommendation about products/services.)

    * Franchises. If service image is what builds the franchise brand, it's incumbent upon franchisers to develop training programs that ensure that front-line people deliver value. Article about experience at Hardee's that brings home the concept: Making A Difference With Effective Employees: Harriet and the $6 Burger

For a complimentary consultation concerning how our WOWEDFactor Programs (Consulting, Speaking, Coaching, Employee Recognition) could impact your bottom line, call me. (See Speaker & Recognition Program tab for more detailed information.)

Firestone
firestone@wowedamerica.com
314-863-4000

Value of the Wal-Mart Greeter?

2011-04-06T10:51:00.005-05:00

I'm a Wal-Mart fan. My wife and I have a Friday-night ritual that includes a grocery shop there.

My favorite part: the Wal-Mart greeter. Most of the time, I get a WOWEDSighting (a humanizing, engaging or connecting customer service interaction that positively influences my staying a "fan"); some of the time I don't.

Recently, I had an experience where the "greeter" looked right thru me and mumbled a plastic, "Thanks for shopping at Wal-Mart." It was an "OW"edSighting -- the inverse of a WOWEDSighting. (See Post) My thought: they'd be better of not having a greeter, than running the risk of an "OW"edSighting.

I have two questions: one for Wal-Mart and one for Wal-Mart customers. And, it's essentially the same question.

Wal-Mart: Do you find that if your greeters deliver WOWEDSightings, it differentiates the shopping experience and helps create loyal Wal-Mart customers? (I spoke with one store manager who told me that their objective was to create a shopping experience ... not dissimilar from Trader Joe's. I asked this store manager if I could work a shift as a greeter and determine first-hand whether said greeter differentiates the experience. I'm waiting her reply. Here's article I wrote about working a shift at Hardee's!)

Wal-Mart Customers: Do you find that if you receive a WOWEDSighting from the greeter, it differentiates the shopping experience and helps instill your loyalty to Wal-Mart?

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDSighting Certificate of Sighting: Desiree Davis, McDonald's, Columbia, IL

2011-04-04T15:16:00.002-05:00

Congratulations to Desiree Davis for delivering a WOWEDFactor experience to Dawn LaFata. Dawn's testimony:

I went through the drive through, like I do almost every morning, and ordered a large diet coke. I always ask for extra ice because there just isn't enough ice in those cups. But this day, a woman handed me my soda, looked and me and instead of saying her scripted “have a nice day,” said, "Hi! Would you like an extra cup of ice?" I said, "Yes, I would, thank you!" Then she handed it to me. I was just so surprised that she remembered my request for ice, and I didn't even have to ask for it. Thank you, Desiree, for my WOWEDFactor experience! And, thank you McDonald’s for having Desiree as your employee! I could go to a lot of different places to get my diet coke. Because of Desiree, the McDonald's at 300 Columbia Ctr. in Columbia, IL gets my business!

I spoke with the store manager, Erica Hunter. She totally endorsed Desiree's actions, explaining that the WOWEDFactor is what builds loyalty. I applaud Desiree for her Sighting and Erica for establishing a culture where WOWEDSightings can happen.

Firestone
firestone@wowedamerica.com
314-863-4000

"Push on the Back of the Car" - What I Learned from a NJ Shell Dealer About Perceived Value

2011-03-31T09:56:00.010-05:00

So, I'm doing an "Experience the Difference - You Make the Difference" workshop for Shell Oil dealers in New Jersey and we're talking about how the WOWEDFactor could be an effective differentiator. A dealer approaches me and says he differentiates the full-service experience by having his people clean the back window -- something that is valued by his customers and that his competition doesn't do. He goes on to explain, however, that perception is everything -- if the customer doesn't know he's cleaned the back window, he hasn't.

He pulls me over to a table to demonstrate how he teaches his process. "Let's assume we're at the back of the car driver side and that you've got the squeegee in your right hand. Before you start cleaning the window, you want to take your left hand and push on the back of the car. Customer turns around and you've got on a big smile as your squeegee goes to work."

Brilliant, I thought -- a subtle, not in your face way of saying, we've differentiated our offering. Since that time, I've shared the WOWEDFactor "push on the back of the car" approach with many groups, including CPAs, Postal Service employees, Southwestern Bell technicians and Ph.D. scientists at DuPont who did molecular modeling. Everybody gets it! Once you've delivered a WOWEFactor experience or other differentiator, for that matter, that your customer/client might not be aware of, what's a subtle way you let them know you'd done it.

Interested in a WOWEDFactor Opportunity Audit, call me. We'll have a great discussion!

Firestone
firestone@wowedamerica.com
314-863-4000

Establishing a WOWEDFactor Culture: Foundation for WOWEDFactor Differentiator

2011-03-30T17:15:00.005-05:00

Had a great conversation today with Howard Purdy, Executive Vice President of Maid Brigade. This guy gets it. He gets the WOWEDFactor and he gets the fact that establishing a WOWEDFactor culture is foundation for the regular and consistent delivery of the WOWEDFactor. Our conversation brought to mind something I wrote five years ago:

"The more that employees feel humanized, engaged or connected by their managers (sound familiar?), the more job 'ownership' they perceive and the more energy and insight they bring to their interactions with their customers. Here’s what it’s about: If managers can bring home the WOWEDFactor to their internal customers (employees), they will establish a culture where employees perceive ownership, and that will beget greater differentiation with external customers and enhanced loyalty, and, ultimately greater profitability." From article written in 2006: WOWEDFactor: A Key to Business Differentiation

Do you agree?

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDFactor Touch Points and Logan College of Chiropractic

2011-03-28T11:34:00.003-05:00

Several years ago I was asked to speak to the marketing class at Logan College of Chiropractic in St. Louis, MO. I began by asking the students what were the crucial Moments of Truth that ultimately define the service image of chiropractors.

Moment of Truth: Any interaction between a chiropractor, his or her office and his or her patients (both positive and negative, external and internal, animate and inanimate) that influences perceptions of service image.

I asked them to determine which were the most important, when it came to defining the service image ... the 4s and 5s on the 5-point scale. Here's what they told me. (Crucial Moments of Truth (MOTs) and suggested Action Plan to effectively deliver on each MOT.) What's particularly interesting is that if one is to excel in each of these Moments of Truth, many times it requires delivery of the WOWEDFactor components ... a "humanizing, engaging or connecting" interaction. I thought they did an excellent job.

Moments of Truth 4s and 5s

First Impressions
Description of Treatment Plan
Patient Payment
Dr./Patient Interaction During 1st Exam
Report of Findings
Follow-Up Appointments
Patient Education
Other Satisfied Patients

Action Plan

First Impressions:

Appearance of Building (external): Appearance of building: Well landscaped, easy access for disabled. Information message on sign. Professional signs. Exceptional landscaping.
Office design (internal): Comfortable furniture, inviting décor, extensive kids area and fish tank. Clean, front door easily open, comfortable large seats w/arm rests. Stuffed toys or T.V. for children. Puzzles for kids and adults. Wide open spaces. Lively appearance. Décor.: Colors, pictures, plants and cleanliness. Clean office so staff see’s that you aren’t better than them. Wall for kids w/pictures, etc.. Atmosphere-clean, kid friendly, reading materials, plants and drinking water. Office should be clean, up beat, interactive (toys, videos for kids, books w/post-its for patients rather than magazines.) Hire corporate decorators. Cleanliness: Office must be clean. Clean bathrooms.

Patients first appointment: Go out and greet them by name in waiting room. Explain everything you’re doing as you are doing it. Call them Mr. & or Mrs., respect, talk normal, shake hand or hug and greet with a smile. Be well dressed and smell good. Eye contact is important , because it conveys true interest, trust & empathy. Having a good attitude is everything. Balloons and toys for the kids. Active learning of concepts. Active listening. Appropriate time for patient questions. Do not overwhelm with information. Several opportunities for patient feedback. First interaction with office personnel-take tour of office. Offer a beverage. Friendly, to the point and name recognition. Use patients name. Some information on paper work already filled out. Prompt greeting. Waiting time - keep it under 30 minutes and make sure they have something to entertain them. Staff must be polite to one another. Friendly, dress the same, get to know the patients. Try to get to know about the patient and their kids, if they have any. Explain Chiropractic to patients. Welcome older patients. Show new patients around.
Description of Treatment Plan: Be straight forward and not over their head. Make them truly believe that they will get better. Positive approach.
Patient Payment: Work out payment plan if needed. Have a separate (private) area to discuss payment. Provide payment options.
Dr./Patient Interaction During 1st Exam: Ask patient about expectations and any past treatment impressions. Face to Face conversations with eye contact. Keep mood light-hearted.
Report of Findings: Interact with patient with friendly terms. Dumb it down and don’t make the patient feel like they’re being talked down to. Do not overwhelm patient with too much information.
Follow-up Appointments: Place personal phone call to new patients. Follow-up calls. Dr. makes calls at night after an adjustment or acute injuries, birthday cards, greeting cards, sympathy cards and if patient has not been seen for a while. Pens , stickers and brochures when they leave to go home.
Patient Education: Take some time out to go to lunch and ask ways to improve and incorporate existing patients to help in education and give own story.

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDSighting Certificate of Sighting: Chris, Phillips 66 - Fairview Heights, IL

2011-03-28T07:45:00.002-05:00

Experience a WOWEDSighting? Tell us about it -- www.IWasWOWED.com! If our Advisory Board says it's a "5" on a "5-Point Scale," the WOWER will receive the Certificate of Sighting and we'll post it here!

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDFactor Differentiators: Shell Station and the Helium Balloon"Mom, let's go to McDonald's and let's go to the Shell station!"

2011-03-24T08:42:00.007-05:00

While doing an Experience the Difference - You Make the Difference workshop in Michigan, a dealer approached me and explained how he was selling more full-service gasoline than anybody in town and that he was charging a higher price. I was intrigued and inquired how this was happening. He answered with an explanation of an occurrence that happened with regularity every Saturday: A car pulls into full service with kid in the back seat; attendant taps on the back window; kid brings the window down and is presented with a helium balloon, replete with the station’s name. (WOWEDFactor alert!) Needless to say, a happy kid begets a happy parent, which begets a fill up, drinks and repeat business.

Further, the dealer told me that the following parent-child conversations happen with regularity on Saturday mornings in that Michigan town: kids get in the family car and state their requests for the day: “Mom, let’s go to the park; let’s go to McDonalds; and, let’s go to the Shell Station!” This service station owner redefined who his customer was and differentiated his product by giving his “customers” a WOWEDFactor experience. He transformed the customer mindset from “we’ve got to go to the service station” to “we get to go”! Did that dealer’s gas work any better than anybody else’s? Hardly.

Interested in a WOWEDFactor Opportunity Audit? Contact me. We'll determine where your "helium balloons" opportunities are.

Firestone
firestone@wowedamerica.com
314-863-4000

Ask WOWEDAMERICA Letters: Options to Compete Other Than Lowering Prices

2011-03-21T08:40:00.006-05:00

I received an email recently from a retailer who felt her only option in this market was to drastically cut her prices in order to keep pace with the competition. She questioned whether there were alternatives.

My response was there are other options to evaluate. First, take a step back and ask who are your "Promoters," those customers who, if asked, would refer you to others. Promoters buy more, pay their bills on time and are responsible for 80-90% of referrals.

Every business knows who they are. Now, ask why is it they are Promoters - loyal adherents. I've found that many businesses really don't know the answer to this question. Here's a three step process to consider. We call it our Relative Perceived Quality Evaluation.

Either informally or formally ask your Promoters: (1) Why are they Promoters?
Ask you Promoters: (2) Which touch points along the cycle of service are crucially important?
And (3) on those crucial touch points how do you compare with your competition?

Having done this exercise with literally 100s of clients, I know one thing for sure. Customers who are promoters never pay the lowest price. And, many times customers are promoters because of "humanizing, engaging or connecting" employee-customer interactions (definition of WOWEDFactor). In sum, instead of lowering prices, the focus has to be on generating more Promoters!

So, once it's known what a business needs to do to acquire Promoters, the next step is to develop a Promoter Acquisition Plan.

Had a client who, prior to our involvement, did a formal survey. It showed they had 33% Promoters, which yielded four referrals, which constituted 9% of their revenue in 2009. After we implemented the Promoter Acquisition Plan, the Promoter number more than doubled to 77%! And, the number of referrals (and testimonials) increased significantly as well.

Interested in the Relative Perceived Quality Evaluation or the Promoter Acquisition Plan, contact me for a complimentary consultation.

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDFactor Essential: Employees Need to Have a "Piece of the Rock"

2011-03-16T08:35:00.005-05:00

There is amazing opportunity for businesses to differentiate their offerings when employees regularly deliver WOWEDFactor experiences.

(WOWEDFactor Definition: a customer service experience that was so extraordinary, "humanizing, engaging or connecting," your perception of the person you were dealing with, and consequently the business or organization, became significantly enhanced)

In order for employees to want to deliver the WOWEDFactor, they have to have a sense of ownership; they must have a "piece of the rock."

The question is how does a business or organization establish a culture where employees want to deliver? The first step is hiring the right person. The second is creating a work environment where employees are motivated to deliver on every moment of truth.

So, if you’re fortunate enough to have hired the right people, how do you motivate them to own their moments of truth? True motivators are factors that foster an inner desire to work by satisfying certain needs important to the individual. Maintainers are factors that must be kept at a satisfactory level in order for employees to maintain performance. A George Mason University study was conducted in which employees ranked ten factors in terms of the motivational value to them. Managers and supervisors then were asked to rank the same ten factors in terms of how they thought their employees would rank them. The results differed. Employees said they were best motivated by: 1) being in an interesting work environment, 2) being fully appreciated for the work they do and 3) feeling that they are in on things. Managers and supervisors said they thought their employees would say they were motivated by: 1) good wages, 2) job security and 3) promotion and growth.

The three factors that managers and supervisors thought were most important to employees are not motivators but maintainers. Regarding wages, for example, employees want their pay at a level consistent with employees doing similar tasks for other companies. An “inner desire” is not created, however, by good pay. In order to get employees to recognize and deliver on moments of truth, your lifeline to satisfying and keeping customers, you need to do more than “maintain performance.” The more employees feel humanized, engaged or connected (our WOWEDFactor definition) the more job “ownership” they perceive and the more energy and insight they bring to those crucial moments of truth that influence service image.

Here’s what it’s about: if managers can convey the WOWEDFactor to their internal customers (employees), they can set up a culture where employees perceive ownership and that will begat greater WOWEDFactor differentiation experiences with external customers.

Do your employees have a piece of the rock?

Firestone
firestone@wowedamerica.com
314-863-4000

AT&T Technicians: Delivering the WOWEDFactor = Success In SellingCase Study

2011-03-07T08:15:00.016-06:00

Question One: Is it possible to teach service technicians to sell effectively? My answer: Absolutely YES.

Question Two: Would the best strategy be to teach conventional selling techniques, like "how to close a sale" and "how to handle objections"? My answer: Absolutely NO.

Had an opportunity to develop and deliver a series of seminars for AT&T technicians on how to sell extended warranty agreements to their business customers when they were on a repair call. Initially the request to us was: "Teach our people techniques to get clients to buy the agreements." In essence, the request was for the zero-sum manipulative selling stuff. (e.g., "The 10 key words to get people to buy now!" "The 5 most effective closes." "How to handle objections.") My take on these approaches: they only service to compromise the perception of trust and integrity - not enhance it.

Our response to the request: use the Ethical Selling System approach to selling and lead with the WOWEDFactor.

Let's re-visit our WOWEDFactor definition. It's a humanizing, engaging or connecting interaction that builds value for the person who delivers it and the company s/he represents. So, when the AT&T repair person comes into a business and their telephone system is down and they leave and the system is up, I submit the WOWEDFactor has been delivered. The result: perceived trust and integrity. Further, after the WOWEDFactor, the repair person is perceived as a trusted resource ... not a someone trying to sell something. As a result, their recommendations about other services the client might consider investing in (i.e., extended warranty) are given more credence.

In sum, their success in selling extended warranties would have much more to do with their being able to deliver the WOWEDFactor components of "humanizing, engaging or connecting interaction" than an ability to "close a sale." This is the essence of the Ethical Selling System ... delivering humanizing, engaging or connecting interactions will enhance the value of transactions.

We developed the seminars around this position. AT&T client letters we were fortunate to have received:

AT&T - Peggy Chitwood, Services Manager California (Ethical Selling System - Maintenance Contracts)

I would like to take a moment to thank you for your help with our Post Warranty Maintenance Contract Sales. The seminar was well planned, informative, enthusiastic and enjoyable. The comments I received from our technicians were nothing short of positive. And now for the good news, our Post Warranty Maintenance Contract Sales increased by 417% in the month following the seminar. Thank You! Your strong and focused counseling has greatly increased my own efforts.

AT&T - Dan Herbst, Area Manager Illinois (Ethical Selling System - Maintenance Contracts)

I wanted to convey to you my thanks and appreciation for the outstanding job you have done in the Illinois area of General Business Systems. The training program you developed and presented to 130 of my technicians and managers played an important role in our dynamic improvement in selling maintenance contracts to our out of warranty customers. Although the numbers are proprietary, I can assure you that our improved financial results paid your reasonable fees many times over. Perhaps what impressed me the most is your desire to follow through and make certain that we have achieved our expected results.

Case Study Page

If your company is not getting the selling results it needs to get, call me for a complimentary consultation on how the Ethical Selling System might work for you.

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDFactor: $1.39 Bootie Investment at Walgreens

2011-03-03T12:44:00.011-06:00

In one of our Pullingahead/WOWEDFactor workshops, I had a distributor of home entertainment systems approach me and say he was challenged to differentiate because as a distributor he provided the same products at basically the same price points as his competition. He thought that lowering his prices was the ticket to a competitive advantage.

Certainly the easy solution, but not the way to go.

Instead, we looked for ways to "de-commoditize" -- focusing on all the crucial touch points that made up his service image. He concluded that how his home entertainment systems were installed could significantly impact his service image.

His explanation as to why ... most people who bring an installation person into their home, don't expect the home to look as nice after they've left. Further customers really value this. So, let's see ... touch point valued by customers, but not normally done by installers. Now, here's a WOWEDFactor opportunity!

WOWEDFactor: a customer service experience that was so extraordinary, "humanizing, engaging or connecting," your perception of the person you were dealing with, and consequently the business or organization, became significantly enhanced

So he immediately goes to the nearest Walgreens and invests in sets of $1.39 booties for his installers to put on before they walk into customers' homes! Message to customers: "We're as interested in your home as you are!" WOWEDFactor delivered; business value enhanced.

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDSighting Certificate of Sighting: Ed Mass, Yes It's Organic

2011-02-22T13:27:00.021-06:00

Certificate of Sighting: February 21, 2011 - 2:00 pm

WOWEDSighting Recipient, Tim Holley:

“I have been a loyal customer of Yes It’s Organic for several years now, and for good reason, too! The owner of this online store, Ed Mass, is nothing short of amazing! Ed is kind, courteous, professional and genuinely cares about his customers and their satisfaction! I make the majority of my purchases online (for a variety of different reasons) and I can honestly say that Mr. Mass offers a level of customer care and satisfaction that is second to none. He has gone out of his way to educate me about the world of organic products, provided me with unbiased opinions/suggestions (regarding different products), provided me with the lowest prices available, and has been a true “man of his word” and stood behind every product that he has sold to me. I purchased an Organic comforter (duvet) from Yes It's Organic. For various reasons, I needed to return it well past a reasonable amount of time. Mr. Mass was sympathetic and easily (and quickly) allowed an exception for a full refund. I am truly grateful for Mr. Mass’ honesty and his dedication to customer satisfaction! WOWEDFactor delivered!”

Congrats to Ed Mass. He gets the fact that whether or not Yes It's Organic (web page) differentiates itself has as much (or more) to do with his personal ability to deliver WOWEDFactor experiences as it does the quality of his merchandise or the number of items he offers.

Firestone
firestone@wowedamerica.com
314-863-4000

"OW"edFactor/WOWEDFactor Differentiation ScaleEvaluate your experience ... where does it lie?

2011-02-19T10:46:00.028-06:00

1 2 3 4 5 6 7 8 9 10

"OW"ed WOWED

The "OW"edFactor/WOWEDFactor Differentiation Scale has been developed as a tool for businesses to evaluate their crucial touch points along their cycle of service. Note both the "OW"ed and WOWED can be a "significant differentiator."

It's also a tool WOWEDAMERICA followers can use to determine where a particular experience fell.

For further info on the WOWEDFactor and Differentiation, see article: WOWEDFactor: A Key to Business Differentiation and WOWEDFactorPrograms.com.

The Scale ...

1 = Pure “OW”ed

(A customer service experience that was so bad your perception of the person you were dealing with, and consequently the business or organization, became significantly damaged. Basically, it was so bad, it frustrated you and hurt the business or organization, because you're not coming back! Thus the "OW"!)

Wouldn’t talk to my dog that way
Arm wrestle over problem resolution
“What can I do for you?”
Manipulative selling gimmicks and closes
Make prospective customer feel bad about their current situation
Talk negatively about other customers in front of you

3 = Not an “OW”ed, but Not a “WOWED”

Feel obligated to cheer them up
The plastic “Have a Nice Day”
Expressionless
Zero affect
If there’s a problem, let you know how they’ll make it better for next person so they don’t have the problem – nothing said about you

7 = Almost the WOWEDFactor!

Sincerity and caring
Sincere compliment
Eyes that engage
Enthusiasm for their job
Mood setter
Refer to you by name
Genuine greeting
Sincerely apologizes for a mistake
If there’s a problem, let you know how they’ll make amends for you
Genuine questions about you

10= WOWEDFactor!

(A customer service experience that was so extraordinary, "humanizing, engaging or connecting," your perception of the person you were dealing with, and consequently the business or organization, became significantly enhanced.)

In listening to situation, really conveys to customer s/he gets it
Treats you like a member of her/his family
Came up with an out-of-box idea re how to solve problem
Over the top focus on customer’s individual needs
Genuine and sincere involvement – seeking out ways to help
Wonderful listener
Is as interested in customer as the customer
If a problem, effective empathy
Selling: conveys they “get it”
Selling: conveys EthicalFactor components … trust (genuineness), credibility (believability) and partnership (customer focus and accountability)

Firestone
firestone@wowedamerica.com
314-863-4000

Congrats to OfficeMax for Celebrating Employee's WOWEDSighting

2011-02-08T08:39:00.193-06:00

Amanda Kassabaum, OfficeMax Employee and WOWEDSighting Certificate Recipient,
Acknowledged by OfficeMax

Some background ...

We received Tony's WOWEDSighting on Amanda of OfficeMax and our Board of Advisors deemed it a "best of the best" and we issued a Certificate of Sighting to Amanda. (See our blog post of January 13, 2011.)
OfficeMax recognized and celebrated Amanda (above) for being recognized by WOWEDAMERICA.

I have to say, WOW, OfficeMax gets it! By acknowledging Amanda for being acknowledged by WOWEDAMERICA, they send the clear message to all their employees that they are not just in the office supply business (transactions), but in the business of engaging customers in WOWEDFactor experiences (interactions). It is apparent to me that OfficeMax understands the latter is their competitive advantage.

They get that the only way their "Amandas" (OfficeMax employees) are going to engage their "Tonys" (OfficeMax customers) in WOWEDFactor experiences, is if employees have a sense of "ownership." I'm not talking shares of stock here. My definition of ownership: employees feel "valued" and have a perceived sense that they "make the difference." I call it having a "Piece of the Rock." Their announcement above delivered big time.

Further, this employee sense of ownership has to be in place if employees are to "take it to the house" with customers by providing them a WOWEDFactor experience. Here's the formula: No employee ownership ... no WOWEDFactor experiences ... no differentiation.

So, does OfficeMax stand out for wanting to deliver employee ownership? I think so. A couple of weeks ago I had the opportunity to present to a group of CEOs on the topic of "Differentiate of Diminish" and I put up a slide that spoke to whether American companies deliver "ownership":

According to a survey done by the Society for Human Resource Management, 79 percent of employees who quit their jobs say that a lack of appreciation is a key reason for their leaving.
In 2004, Gallup reported that 65 percent of North American employees reported that they had received no praise or recognition in the workplace in the previous year.

Most companies just don't get it. WOWEDFactor interactions simply won't happen if employees don't feel appreciated, praised and recognized. Well played, OfficeMax!

Interested in how to set up a culture where more Amandas engage more Tonys? For your reading pleasure: WOWEDFactor: Key to Business Differentiation!

Firestone

firestone@wowedamerica.com

314-863-4000

WOWEDSighting: "Jane Doe" - Southwest Airlines"I have never felt so taken care of. I truly felt that this woman was my angel. I try to only fly Southwest now because they never fail me in their customer service and other airlines never fail me in not providing it."

2011-02-07T11:35:00.009-06:00


Keziah Aaliyah WOWEDSighting: "Jane Doe" Southwest Airlines Date of Sighting: circa 2007; Date of Submittal: 2/1/2011

WOWEDSighting Recipient, Keziah Aaliyah, Testimony:

"Have you ever just had one of those days? Mine happened about 4 years ago and I still talk about it. I am a single mother and my daughter had just turned 2. We were flying to see my family for the Thanksgiving holiday in Utah, just after a... rough divorce. I left thinking I had just enough time to make it. On my way I noticed we were almost out of gas and needed to stop. Then traffic was horrible and the worst happened, my car got a flat. I landed out getting to the ticket counter 45 minutes before the flight was supposed to leave.

This was when I was informed that we would not make it because of the 2 hour wait through the security line. The ticket agent said she was sorry and offered my little girl a piece of candy. When my daughter only took one, she said she could have another and my daughter replied 'no thank you.' The ticket agent looked at us both and said 'Wait a minute!' She called the plane and told them to wait for us. Then she literally jumped over the baggage counter and ran holding my hand. She said, 'This seems like an emergency to me. You guys need to see your family.' She rushed us through the pilot line and talked to the security guard who scanned us quickly and said good luck. The plane did wait and we were the last ones on. I have never felt so taken care of. I truly felt that this woman was my angel. I try to only fly Southwest now because they never fail me in their customer service and other airlines never fail me in not providing it."

No surprise here. Southwest is clearly in the "interaction" business. They realize that delivering the WOWEDFactor (humanizing, engaging or connecting customer service experiences) is a significant means by which they distinguish themselves from other airlines. The result: more "transactions." Thanks, Keziah, for sharing your WOWEDSighting.

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDFactor: Do We Have Something In Common With Cows?

2011-02-05T10:49:00.050-06:00

OK, now what's this article about?? Bear (or cow) with me.

In a 2009 study (published in the academic journal Anthrozoos), involving 516 dairy farmers in the UK, Dr. Catherine Douglas and Dr. Peter Rowlinson at Newcastle University found if cows were treated with a "personal touch" (an interaction), it increased their production (the amount of the transaction).

The average amount of milk produced by a cow over its annual 10 month lactation period is 13,198 pints. Those cows with names had an average higher milk yield of 454 pints!

Dr. Douglas, from Newcastle University's School of Agriculture, Food and Rural Development: "Just as people respond better to the personal touch, cows also feel happier and more relaxed if they are given a bit more one-to-one attention. ... Placing more importance on knowing the individual animals and calling them by name can - at no extra cost to the farmer - also significantly increase milk production."

Allow me to paraphrase Dr. Douglas's message ... "Farmers, if you engage your cows in a WOWEDFactor (humanizing, engaging or connecting) interaction, it will add to the value of your transaction."

So, do we share this with our bovine cousins -- being called by name adds value to a transaction?

I came across the following 20 years ago and it has stayed with me: William Wilsted, an adviser to Ernst & Young, the accounting and consulting firm, surveyed customers from different industries: banking, high-tech as well as manufacturing companies. He found that consumers considered ''the personal touch'' -- which includes how committed a company representative is to a client and whether he or she remembers a customer's name -- to be the most important element of service. It is more important than convenience, speed of delivery, and how well the product works, among other factors.

This rings so true for me. A few years ago, I traveled to San Diego for a series of speaking engagements spaced two months apart. I stayed at the Doubletree. I distinctly remember when I would arrive after the first time, one particular bell hop always remembered my name and thanked me for coming back. It was a WOWEDSighting for me. Because of his "interaction," the value of my Doubletree experience was enhanced. The first time I returned when he welcomed me, I walked up and handed him a $5 bill. "What's this for?" he asked. My reply, "It's for remembering my name."

In sum, knowing and using a customer names results in a WOWEDFactor experience: a humanizing/engaging/connecting interaction that can add significant value to the transaction.

What do you think? If a company representative remembers and uses your name (at no extra cost to them, by the way), does it add value to the transaction? Do we have something in common with cows? Weigh in on our Facebook page.

Firestone
firestone@wowedamerica.com
314-863-4000

1-800 "Shell, You Got a Problem!"

2011-02-02T17:39:00.022-06:00

I get a great gig. I'm brought down to Houston by Shell Oil Company to do some workshops for the folks who answer their 1-800 number. I'm there as part of their "Experience the Difference - You Make the Difference" customer service program. The essence of the program: if customers are to "experience the difference," employees need to "make the difference." Makes so much sense.

Let's just say the people who call into the Houston center aren't doing so to thank Shell for the great experience. They're calling because something is wrong. Their bill is wrong. They received poor service. The pricing is unfair. etc. Essentially, when they call they're saying, "I'm about to drop your brand!"

In preparation for the workshops, I asked the manager of the operation if she had any letters from customers, who, because of their interaction with the folks who answered the 1-800 line, turned around on the call and stayed a Shell customer. She presented me with notebooks full of "turn around letters." The letters were not about what Shell did to correct their problems. Rather, they were about what Ellen, Tom, Tyrone, LaTanya, etc. did to understand needs and bring about fair resolutions.

What people want most when they call a problem line is to be listened to and understood by a person. Everybody wants to be "got" at those times when they feel they are wronged. Doing so provides them with a humanizing/engaging/connecting customer service experience (the WOWEDFactor). This experience can be a significant differentiator -- a lot more significant than how well the gas works. (Article: WOWEDFactor: Key to Business Differentiation)

Many companies just don't get it. By putting already unhappy customers thru the un-ending "press 1 for this, 2 for this, etc." they miss a crucial opportunity to engage customers. And, I'll bet they don't need notebooks to house their turn around letters.

Firestone
firestone@wowedamerica.com
314-863-4000

Announcing Contest for "Best Southwest Airlines WOWEDSighting!"

2011-02-01T15:45:00.009-06:00

Year end results for 2009 marked Southwest's 37th consecutive year of profitability. WOW. Doubtful any other airline can claim this amazing record.

Here's my take. In part, their success is because they're not in the same business as many of the others. Southwest is in the experience business, while the others are merely in the airline business. Quite simply, if you've ever flown Southwest, I'd venture to say your airline "transaction" (you pay X amount for the airline to take you from point A to point B) morphed into an "interaction" very quickly. They are the epitome of a WOWEDFactor organization: every crucial touch point along their cycle of service is designed to deliver an extraordinary customer service experience that adds significantly to the Southwest value proposition.

WOWEDFactor definition: a customer service experience that was so extraordinary, "humanizing, engaging or connecting," your perception of the person you were dealing with, and consequently the business or organization, became significantly enhanced (WOWEDFactor Defining Article)

Here's my #1 favorite Southwest WOWEDSighting: I was on a night flight and the attendant got on the P.A. and started to sing: "Good night, go to sleep, you want nothing to drink!" Every body laughed. WOWEDFactor interaction delivered. The value of Southwest was enhanced and we hadn't left the gate!

In addition, it always seems like the customer contact people are actually ... glad to see you! Remarkable. I could go on and on.

Any Southwest WOWEDSightings out there? We're accepting submittals on our Facebook page:
Facebook.com/WOWEDAmerica. The best of the best will WIN the invaluable and limited edition WOWEDAMERICA "IWasWOWED.com" t-shirt! The contest will be open through Valentine's Day, February 14th -- only makes sense b/c Southwest's home airport is "Love" Field in Dallas!

Yours, in search of WOWEDSightings,

Firestone
firestone@wowedamerica.com
314-863-4000

Why I Don't Like the "No Soup for You!" Subway Model

2011-01-23T11:14:00.015-06:00

"No soup for you!" blurts out the Soup Nazi in Seinfeld. Although not an "OW"edSighting on the episode, other than in tv-land it would have been. ("OW"edSighting Definition: a customer service experience that was so bad, you quit going back to the business.)

My take ... there's a certain sub shop, Subway, that has a way of doing business whereby a request for a few extra of "anything" on a sub very well could produce a customer perception that they're facing down that infamous Seinfeld character. And, notwithstanding those long soup lines on that episode, this is not something that engenders customer loyalty.

Say what? OK ... hear me out. The Subway process requires that you tell the counter person what you want on your sub. What I've seen all too often is you ask for, say, tomatoes and the response ... two little slices are placed on the sub. So, you follow up asking if you could possibly get a few more because the two you have are looking pretty lonely. The counter person gives you a couple more, replete with a blank stare. This "you're going to get as little a portion as I can get away with" approach seems to be their policy. Rationale, of course, is to control costs. Even if you dare not ask for more, when you look at that skimpy portion, you start to perceive the message s/he's sending out is: "No more tomato for you!" This clearly is not a way to add value to the Subway experience.

I hasten to add that I've had a number of WOWEDSightings at Subway. This is especially true if I jump-start them by saying something like, "OK, I'll take all the tomato slices you can give me without jeopardizing your job!" Invariably, I'll end up having an "interaction" with the counter person, and this results in a healthy portion of tomatoes and my willingness to come back. In sum, their problem is they have a process that focuses on ensuring that their transaction costs are low, however, insodoing, they compromise the opportunity for customers to perceive they had "loyalty enhancing" interactions.

So, if you're listening Subway, here's my advice: charge enough for the sandwich so that the counter person can be perceived as your customers' "sandwich advocate." The additional price will not turn off customers. And, this policy will necessarily produce more WOWEDSightings (interactions) and increase customer loyalty. (I went to competitor Jimmy John's recently. Prices were similar, but the transaction included a great interaction. What a difference.)

To have a policy that very well produces disgruntled customers with sandwiches that underwhelm is not the way to go. What say you Subway??

Firestone
firestone@wowedamerica.com
314-863-4000

Richard Henefer, Henefer Jewelers, St. Louis, MO YouTube Interview on His Employee and WOWEDSighting Recipient, Joyce Hunter

2011-01-18T12:32:00.008-06:00

We had a great WOWEDSighting on Joyce Hunter of Henefer Jewelers, St. Louis, MO. (WOWEDSighting on Joyce) Here Richard Henefer discusses how it is that his employee, Joyce, regularly and consistently delivers. Richard concludes the interview with the following: "She's an incredible, incredible employee and I'm glad to have her." Well said, Richard. Video ...

Firestone
firestone@wowedamerica.com
314-863-4000

Are You Mad As Hell Because You Had An "OW"edFactor Experience? Tell Us About It!

2011-01-17T11:39:00.038-06:00

The "OW"edFactor is the inverse of the "WOW"edFactor.

"WOW"edFactor: a customer service experience that was so extraordinary, "humanizing, engaging or connecting," your perception of the person you were dealing with, and consequently the business or organization, became significantly enhanced

"OW"edFactor: a customer service experience that was so bad, "dehumanizing, disengaging or disconnecting," your perception of the person you were dealing with, and consequently the business or organization, became significantly damaged. Basically, it was so bad, it frustrated you and hurt the business or organization, because you're not coming back! Thus the "OW"!

What's the impact of the "OW"edFactor? A much-quoted survey of consumer habits shows that a whopping sixty-eight percent of all lost business results from the indifferent, uncaring attitudes of employees toward customers (the "OW"edFactor) and only fourteen percent is lost because of product dissatisfaction. The results on Why Customers Quit:

68 percent - indifferent attitude of employee
14 percent - product dissatisfaction
9 percent - competitive reasons
5 percent - other friends
3 percent - move away
1 percent – die

Here's one of my favorite "OW"edFactor stories. Circa 1988, man becomes upset his bank (teller and manager) refused to validate his 50-cent parking ticket, because he merely cashed a check. So, he decided to take his business to a competitor's ... and deposited a check in excess of $1 million! (It's been confirmed by Snopes.)

My friend, Ron Ameln, President of the St. Louis Small Business Monthly, shared his "OW"edFactor horror story at a rental car counter.

Have you ever been the victim of the "OW"edFactor, been "mad as hell," and taken your business elsewhere? Tell us about it.

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDFactor Doesn't Happen Until It's Happened

2011-01-15T09:25:00.005-06:00

I pull up to the five-minute passenger pick-up area at the airport. I've been there many times before, and I'm used to hearing a harsh directive: "You've got to move your car now!" Not this time. A woman comes over to my car and introduces herself. Evelyn asks me whom I'm picking up. "My wife," I answer. "Where has she been?" Not what we're used to from security officials in our post-9/11 world. She leaves, and about five minutes later returns and nicely asks me to please move the car. She says that she'll look for me when I circle back through. She even asks me what my wife looks like so that she'll be able to alert her that I'm circling. When I circle back she's having a chat with my wife on how her vacation was! When I think about my experience with Lambert International Airport, it's colored much more by my interaction with Evelyn than how many runways they have. (Does the airport care about what Evelyn's done to positively further their service image? Given the fact that this interaction was a rare exception - doubtful.)

I just experienced the "WOWEDFactor."

Definition: a customer service experience that was so extraordinary (humanizing, engaging or connecting) that the customer's perception of the person they were interacting with, and consequently the business or organization, became significantly enhanced.

The WOWEDFactor doesn't happen until it's happened. Notice, we don't call it the WOWFactor. It's past tense intentionally. It doesn't exist until a customer perceives it to have happened to him or her. A business can only say its objective is to build its value by having its customers experience the WOWEDFactor with its employees. A customer doesn't experience the WOWEDFactor with ACME Tool and Rental; she experiences it with Pete, Judy or Tom who work for ACME Tool and Rental. It's a personal experience and people have personal experiences with people - not businesses. Thus, the extent to which businesses and organizations deliver the WOWEDFactor has everything to do with their employees and their crucial interactions with customers.

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDSighting: Amanda K. - OfficeMax "WOWEDFactor delivered by Amanda - loyal customer delivered for OfficeMax!"

2011-01-13T13:06:00.014-06:00

Amanda Displays Her WOWEDSighting Certificate

WOWEDSighting Recipient's Testimony: “Called for assembly directions for a chair. Also was disappointed by the way a ream of paper had arrived, torn and dirty. Amanda immediately apologized, gave me a credit (which I wasn't expecting) for the paper and said: ‘give me fifteen minutes and I will have the assembly directions sent to you via email.’ She delivered all that was promised on time with a smile in her voice. She was absolutely professional and courteous. She made me feel valued as a customer. WOWEDFactor delivered by Amanda – loyal customer delivered for OfficeMax!”

What a great example of making lemons into lemonade. Tony calls OfficeMax and is not happy -- one product doesn't work and the other he doesn't know how to make work. His call is basically, "OfficeMax, you didn't fulfill your end of the Transaction." What does Amanda do? Instead of merely correcting the problems and fulfilling OfficeMax's contractual obligation, she turns the call into an Interaction. Her smile over the phone (not easy to do) and her courteous manner, combined with her focus on timely delivery, resulted in Tony having an engaging customer service experience. "She made me feel valued as a customer." Because of Amanda's WOWEDFactor delivery, he's a loyal OfficeMaxer! Congratulations Amanda on making the difference for OfficeMax.

Firestone
firestone@wowedamerica.com
314-863-4000

Bud Bottle and the Rose Bud

2011-01-11T14:46:00.011-06:00

At our Ethical Selling System seminar, the Director of Sales for Missouri Eagle, an Anheuser-Busch distributor, shared with me a WOWEDSighting he regularly delivered to his customers, who are convenience store managers.

If the manager is a woman, every time he calls on their store, he presents her with a long-stem rose bud in an empty Bud bottle.

Let's re-visit our WOWEDFactor definition. In essence, it's a humanizing, engaging or connecting interaction that builds value for the person who delivers it and the company s/he represents.

He explained to me that once he engaged his customers in a genuine WOWEDFactor interaction, their perception of trust and confidence was enhanced. As a result, the dollar value of the transaction was enhanced. This is the formula upon which the Ethical Selling System is based: delivering humanizing, engaging or connecting interactions will enhance the value of transactions. More later on how this approach has been applied successfully to develop business in different industries and professions.

Firestone
firestone@wowedamerica.com
314-863-4000

Miracle on 34th Street and the WOWEDFactor

2011-01-10T10:44:00.005-06:00

Miracle on 34th Street, 1947 movie. My favorite scene. Mom takes her kid to see Macy's Santa Claus and he recommends to mom that, for the particular product kid wants, "you'd be better off going to Gimbel's." (cross-town rival) Mom is incredulous that Macy's is telling her to shop at Gimbel's. She approaches the manager of the toy department and says,

"Pardon me. The guard said to speak to you. You're the head of the toy department? ... Listen. I want to congratulate you and Macy's ... on this wonderful new stunt you're pulling. Imagine, sending people to other stores. I don't get it. Why, it's... Imagine a big outfit like Macy's... putting the spirit of Christmas ahead of the commercial. It's wonderful. I never done much shopping here before... but from now on, I'm going to be a regular Macy customer."

WOWEDFactor delivered. Definition: "a customer service experience that was so extraordinary, 'humanizing, engaging or connecting,' your perception of the person you were dealing with, and consequently the business or organization, became significantly enhanced"

Woman to become a "regular Macy customer" because of her humanizing, engaging and connecting interaction with Santa Claus -- her "WOWEDSighting" -- not because of product selection or pricing. Macy's de-commoditized and built brand value with the WOWEDFactor. The concept is real and happens all the time.

Certificate of Sighting

Had a WOWEDSighting? We want to hear about it!: IWasWOWED.com And, if it's a "5" on a "5-point scale," we'll send out a Certificate of Sighting to the "WOWER" and post on our blog and/or facebook page: Facebook.com/WOWEDAmerica.

Firestone
firestone@wowedamerica.com
314-863-4000

The Krispy Kreme "Squeegee" Proposal

2011-01-07T11:55:00.009-06:00

I was brash. A couple of years ago, I contacted the local Krispy Kreme Doughnut franchisee and say I have a "Squeegee Differentiation Strategy" that would up their key metrics on their drive through: customer count and dollars spent per customer. If they'll allow me to implement, we could work out a revenue split. They chose not to accept my offer. You think it would have worked? Read further ...

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

WOWEDSighting: Steve Karakas - House Painter Extraordinaire

2011-01-07T09:09:00.010-06:00

We were extremely fortunate to have found Steve and used his painting services for a number of projects. I can honestly say: there is none better. He is everything you would want in a contractor and then some.

One: First and foremost, Steve is a tremendously skilled painter – he does amazing work.
Two: His standard of perfection is absolutely the best I’ve seen. He sets the bar so high, only he can see the degree of quality for which he aspires. One day I came home and I saw him working on a project I thought he had finished in a perfect way. He explained that upon looking at it again, he felt it hadn’t been done to his quality standard! Wow.
Three: He defines integrity in his business dealings. His pricing is fair and there are never any ‘incidentals’ he forgot to tell us about.
Four: He leaves everything exactly (and I mean exactly) as he found it and he cleans up meticulously.
Five: He is exceedingly thoughtful in all his interactions with all family members, including our canine members.

In sum, Steve treats the painting projects and our home as if they were his own. He is a pleasure to have in our home and a pleasure to work with. I cannot overly state how he excels in all areas. If further information is desired, I invite calls. WOWEDFactor delivered; he sets the standard.

Firestone

firestone@wowedamerica.com

314-863-4000

Employees of Arrow Limo in Monmouth, NJ Deliver the WOWEDFactor

2010-12-22T12:46:00.044-06:00

Earlier this year, I had the opportunity to present my seminar: WOWEDFactor – You Are the Difference for Arrow Limousine Company in Monmouth County, New Jersey. (They service the NYC metro area.) What an impressive company. They get the WOWEDFactor and the business impact of regularly and consistently delivering it. If you're looking for some WOWEDSightings and are going to be in the New York area, give them a call: 1-800-88-ARROW.

My favorite story ... the driver who picked me up from the airport explained that whenever he has an early pickup, he'll call the customer the night before and explain he'll be stopping by Starbucks and would like to know what he could pick up for them! WOWEDSighting big time. Customer wins. And, inasmuch as a significant amount of his earnings are tips, he wins. And, inasmuch as a significant amount of business comes from referrals, Arrow wins.

A customer doesn’t experience the WOWEDFactor with Arrow Limousine; she experiences it with the people who make up Arrow Limo. Arrow is not so much in the limo business as it is the experience business. Testimonials received from customers about their drivers, dispatchers, reservationists and shop/detail staff:

Lou Dellera: “Our family would like to thank Lou for another wonderful performance with our 3rd wedding using Arrow Limousine.” Jim Brady
Doug Stryker: “I just wanted to let everyone at Arrow know that Doug is the nicest driver.” Susan Strasser
Al Muzer: “I was in the most well stocked vehicle ever, an assortment of gum, candies, etc. …and was very happy with the driver.” Mark Halen
Dave Giovacco: “Our driver was just wonderful handling us after a late arrival at the airport.” Dorothy August
Les Willner: “Please make sure we get Les again for our group trip this year. All my friends loved the job he did for us last year.” Joe Cassel
All Drivers: “Although you may be a bit more expensive, I know you guys will show up on time, have real good drivers that are very professional & have very clean vehicles. You are worth it!” Michael Wright
Shop/Detail: “Your cars are always immaculately maintained and spotless (during recent snowstorm)” Wendell Jones
Ken Barker: “Your driver (in the recent snow storm) … proceeded to drive to the airport in a safe and cautious manner that even allowed my wife (a self proclaimed "Nervous Nellie") to relax and feel secure during the drive. We observed many vehicles that had slid off the NJ Turnpike and GS Parkway due to the snow and ice but we retained the feeling of security due to your driver’s professionalism.” John Dougherty
Chris Griffin: “Upon arrival at the airport and the total chaos that resulted in most (if not all) flights being cancelled we realized that our vacation would have to be put on hold and our focus would be on getting home safely. One phone call to your Dispatcher and I was confident we would be able to return home.” John Dougherty
Ken Barker and Chris Griffin: “After 4 or 5 hours of total airport chaos, not being able to retrieve our baggage, your driver was patiently waiting for us outside the terminal door. As we departed the airport my daughter stated ‘the only thing that worked well today was Arrow Limousine.’ We all agreed. Sorry I did not remember the names of the drivers and dispatcher. I would like to thank them for a terrific job on such a terrible day. Thank you Arrow, you have been and will continue to be my Limo service of choice.” John Dougherty
Kelley, the reservationist: “While I've used the same local car service for years, I'd never thought too much about them until last Friday night. That's when I connected with Kelley, a reservationist who made me feel like a king. What did she do? As soon as I mentioned my name, Kelley broke in to ask if I was the same Steve Cody who wrote the Repman blog. I admitted that, yes, that was me. Well, Kelley went on and on to tell me how much she liked the blog, looked forward to reading it each day, etc. To say that Kelley made me feel special is an understatement.”

These folks are the real deal. Tell them I told you to expect a lot of WOWEDSightings!

Firestone
firestone@wowedamerica.com
314-863-4000

©2010 Ethical Selling Institute. All Rights Reserved.
©2010 Fred Firestone. All Rights Reserved.

Employees MAKE the Difference

2010-12-22T11:22:00.004-06:00

I worked with a computer distributor who was selling the same products with the same bells and whistles as everyone else in the computer business. In discussing how they differentiated their offerings from others who sold the same products at the same prices, they told me their best differentiator was the person who installed the computer system, who decided to gently place it, not slam it down, on the customer’s table. Their mission statement reflected their attitude: “Our sustainable advantage will come from our people.” Put another way, “Our sustainable advantage will come from our first customers delivering the WOWEDFactor to our external customers.”

A company can spend many dollars on advertising, décor, mission statements and brochures. The ultimate influencer of service image, however, is the company person you’re dealing with. Do you know anybody who walked into a place of business, looked at the company logo or decor and said, “Wow, that looks great, I’m going to become a customer for life”? I’ve seen a lot of mission statements and can’t recall one that read, “Our sustainable advantage will come from the colors we use in our brochure.”

Firestone
firestone@wowedamerica.com
314-863-4000

WOWEDFactor and Shell Dealers

2010-12-22T10:51:00.006-06:00

A few years ago I was doing a series of “how to add value” workshops for Shell dealers across the country. I always started off with the question: “Is service good or bad today?” The overwhelming response: “It’s bad.” My follow-up question: “Is that good or bad for you?” Overwhelming response: “It’s bad.” My response: “It’s good.” Overwhelming response: perplexed looks … which, by the way, is not an unusual response in my workshops!

Applying the core – outer core model, I explain that if the core is small – people don’t expect much from the typical service station experience, what an opportunity to stand out, to differentiate .

To further bring it home, I ask participants to recall the classic scene in the movie, Back to the Future, where Michael J. Fox’s character is shipped back in time from 1985 to 1955. While exploring his hometown 30 years in the past, he stumbles upon a service station and witnesses “four people on the car” full service treatment. Everybody remembers. My question … if it was 1955 and we were looking for ways to stand out, would “four people on the car” service give us a competitive advantage? Overwhelming response: “No.” Why: Commonly held perception, back then everybody did that on full service. Core expectancy for the full-service gasoline business in 1955: gas that works and four people on the car at full service, etc. No more perplexed looks.

I asked the dealers whether their product did the job any better than the competitions’ products. They responded that, in the mind of the customer, all players in the market were perceived as providing the same “quality” gasoline; this was true, notwithstanding the “uniqueness” of certain additives. You don’t play the differentiation card by merely offering a product that does the job just as well as your competitors’ products. Having gas that works is merely a ticket of admission; it does not confer competitive advantage. It is hard to understand why some companies spend an amazing amount of advertising money trying to convince us of their product’s superiority, when it clearly isn’t perceived as superior. Dealer friends said it best when they reported that in their business, according to the customer, “gas is just gas.”

When, however, it came to giving customers an engaging customer experience (the WOWEDFactor), the workshop participants agreed that it could work to their advantage when service in the industry is perceived to be bad. They offered many examples of how customer loyalty was engendered with some type of desired service that went beyond what the competition was offering. These dealers saw that their investments in delighting the customer with a more favorable customer experience had bottom-line impact.

While doing a workshop in Michigan, a dealer approached me and explained how he was selling more full-service gasoline than anybody in town and that he was charging a higher price. I was intrigued and inquired how this was happening. He answered with an explanation of an occurrence that happened with regularity every Saturday: A car pulls into full service with kid in the back seat; attendant taps on the back window; kid brings the window down and is presented with a helium balloon, replete with the station’s name. Needless to say, a happy kid begets a happy parent, which begets a fill up, drinks and repeat business.

Further, the dealer told me that the following parent-child conversations happen with regularity on Saturday mornings in that Michigan town: kids get in the family car and state their requests for the day: “Let’s go to the park; let’s go to McDonalds; and, let’s go to the Shell station.” This service station owner redefined who his customer was and differentiated his product by giving his “customers” WOWEDFactor experience that they didn't expect from his competition. He transformed the customer mindset from “we’ve got to go to the service station” to “we get to go”! Did that dealer’s gas work any better than anybody else’s? Hardly.

I hasten to add that if every dealer in that Michigan town gave the kids helium balloons, the experiences wouldn't be differentiated ... and no WOWEDFactor!

Firestone
firestone@ethicalselling.com
314-863-4000

Differentiation Strategy: Foundation for WOWEDFactor

2010-12-22T09:59:00.023-06:00

Do you believe your company has a competitive advantage?
Do your prospects perceive your company has a competitive advantage?
Do you know that you’re more right for your prospects than your sales numbers reflect?

Alka-Seltzer time?

If a business or organization continues to do what it has always done, it will get what it has always gotten. As demand for your category increases, your numbers will grow as long as you continue to get your share of the market. If, however, demand shrinks in the category, which so many have in this economic down-turn, in order to thrive (or survive), you have to take somebody else’s share. Businesses and Organizations pull ahead of the competition by further differentiating the customer experience.

The first step is to clearly establish compelling reasons why your offerings are more right for your prospects than the offerings of your competition. Whether one’s business is accounting, gasoline, groceries, healthcare, finance or insurance, clients/customers place value in two areas. They place value in your ability to solve a problem they’re experiencing. And, they place value in a client/customer experience that delivers on the EthicalFactor – trust (genuineness), credibility (believability) and partnership (client/customer focus and accountability).

Differentiation will only occur if your prospects perceive they will be receiving a better solution to their problem and/or a more valuable client experience than they would expect to receive elsewhere. Every product or service is composed of a core and an outer core. Inside the core would be solutions to problems and EthicalFactor experiences your prospects expect to get from the typical provider of your product or service.

In the outer core are benefits you offer that go beyond expectation. Differentiation happens in the outer core. Further, quality is a function of expectation; the less expected in the core, the greater the opportunity to stand out in the outer core. And, the extent to which you’re successful at differentiation turns on moments of truth and interactions you and your employees have with clients – not with what’s in a mission statement or client commitment policy.

In today’s market, with clients perceiving much quality “equality” in products and services, it becomes increasingly more difficult to stand out with an offering that will provide a better solution to clients’/customers' problems than they would expect to receive elsewhere. While there may be very little perceived difference between your products or services and your competitors’, there are innumerable ways of differentiating by giving your clients an experience that delivers more of the EthicalFactor than they would expect from your competition. The WOWEDFactor (extraordinary human, engaging or connecting experiences) are a subset of the EthicalFactor. However, it's impossible to deliver WOWEDFactor experience if you're doing exactly what your competition does. I'll provide more info in next post about my experience in doing Customer Service workshops for Shell dealers across the country.

The Pullingahead plan then is to:

Find ways of discerning what it will take to make your offerings more valuable to clients than what’s being offered by the competition;
Package your offerings so that they include these competitive advantages;
Effectively communicate to prospects the advantages of your offerings so that they purchase them.

Time to put away the Alka-Seltzer?

Firestone
firestone@wowedamerica.com
314-863-4000

How I Used the WOWEDFactor and Two Five-Cent Mints to Get On a Southwest Flight

2010-12-18T09:14:00.012-06:00

I read in one of Tom Peters’ books about the individual who hurried into Beltramo’s Liquor Store in Palo Alto, Calif., told the clerk what he wanted and threw down his American Express card. He wanted the clerk to move. That day American Express’s processing time was inordinately long. Customer became extremely frustrated. At whom -- American Express? No. His anger was directed at the clerk behind the counter. Finally, Amex approved. The clerk realized the customer’s frustration and how Beltramo’s service image was in jeopardy. He reached behind the counter and brought out two five-cent mints and put them in the customer’s bag. He thanked the customer for his business and asked him to accept mints as a small token of appreciation for the customer having to wait so long. His sincere words and action went beyond what the customer expected. The customer walked out feeling good about the clerk and Beltramo’s. The clerk differentiated Beltramo’s by delivering the WOWEDFactor at a crucial touch point.

Two five-cent mints can make a difference. I was waiting to board my Southwest Airlines flight. An announcement was made that the flight was canceled and that passengers should check in with the gate agent to secure a spot on a future flight. I got in line and saw what seemed like miles of people in front of me, all with a ticket and all with an “attitude,” silently fuming about the inconvenience and the implications of not reaching their destinations on time. I recalled the Beltramo’s incident. The similarity struck me. I was selling and the ticket agent was buying. Other than valid tickets, the only other thing the buyer/ticket agent expected from our line of disgruntled passengers was a lot of “venting of frustration.” It occurred to me that if I could engage the ticket agent in a WOWEDFactor experience, I could differentiate myself and have a better chance of being on the next flight.

I happened to have had two five-cent mints in my coat pocket. Finally, my turn. As I presented my ticket, I put the two mints in her hand, told her not to misconstrue my actions and inquired whether there might be a seat on the next flight for me. She looked at the two mints and with a deadpan expression said, “For four mints, you’re first on.” We struck a deal. The fact that the clerk expected an “attitude” to accompany each ticket worked to my benefit. If she expected some form of "two mints" from every customer, it wouldn't have constituted a WOWEDFactor.

Firestone
firestone@wowedamerica.com
314-863-4000

©2010 Ethical Selling Institute. All Rights Reserved.
©2010 Fred Firestone. All Rights Reserved.

Jack Buck and the WOWEDFactor

2010-12-13T18:11:00.009-06:00

For two years, I had the opportunity to get to know the late, great Hall of Fame Sportscaster, Jack Buck. Jack was the honorary chairman of the St. Louis Chapter of the Cystic Fibrosis Foundation, of which I served as Executive Director. For all his “fame,” he was one of the most down to earth, caring individuals I’ve ever had the opportunity of knowing. He consistently delivered the WOWEDFactor in his personal interactions by providing those he hardly knew with a “humanizing, engaging or connecting” experience. Three incidents come to mind.

Whenever we would go to lunch, the first thing he would do, as soon as we sat down, was to give a few dollars to the bus people – not the wait staff. He engaged these people and they responded in kind. Great move, Jack.
Jack did a book signing at a local bookstore for the benefit of the Foundation. There must have been 200 people lined up for his autograph and it must have taken a good two hours to do the signing. I watched him for the duration and he never failed to talk “with” not “at” each individual. What a gem.
A local bank wanted to give our foundation a check for $10,000 and saw it as a PR opportunity. They decided to blow up the check and asked me to coordinate a photo opportunity with their CEO, Jack (our chairman) and a young person with Cystic Fibrosis. Jack agreed readily. I called my friend Jack DeGuire, who’s son Chris, age 10, had CF and was on the waiting list for a double lung transplant. Jack D. said Chris was up for it. All parties met at the bank. The bank CEO was only interested in talking with Jack. But Jack B. was only interested in talking with Chris. He asks Chris if he is interested in baseball. Big smile on Chris’s face. Jack gives him a signed Cardinals ball. And then says to him, “Chris if you ever are up late at night and want to talk some baseball, you call me. Here's my home phone number.” What an inspiration to me, the DeGuires and the bank CEO. Thanks, Jack. “That was a winner.”

Firestone
firestone@ethicalselling.com
314-863-4000

WOWEDSighting: Kurt Chambers - USBank Ladue, MO (Kurt's Certificate of Sighting pictured here)"When I spoke with Kurt about the issue, his response in effect was ‘I’ll take care of it as if it was my account.’ Wow."

2010-12-12T13:27:00.038-06:00

Kurt's Certificate of Sighting

WOWEDSighting Recipient's Testimony: "Within the last year I moved a business account to USBank, where I had some personal accounts. I have been extremely satisfied, in large part, because of my relationship with Kurt Chambers, Customer Service Manager, extraordinaire. Case in point: Recently, my accountant had a problem in assembling my business tax return because I inadvertently paid some business bills on-line from a personal account and recorded them incorrectly. When I spoke with Kurt about the issue, his response in effect was ‘I’ll take care of it as if it was my account.’ Wow. His detective skills in figuring out went wrong, coupled with his very timely response to my concerns and his focus on sincerely and genuinely wanting to help, makes USBank a pleasure to do business with. He is the brand. WOWEDFactor delivered - USBank value enhanced significantly. If you’re looking for an interaction with your bank … not merely a transaction, call Kurt @ 314-889-1724.”

Shoe-Swap Man

2010-12-11T14:22:00.001-06:00

I’m always asked for a favorite WOWEDSighting. My pick Brent Zorensky, a manager at an up-scale hotel. A guest called the front desk and was frantic because he was supposed to attend a black-tie event in a half hour and he had failed to pack his dress shoes. All he had were his beat-up running shoes. He wanted to know where he could buy the shoes in the neighborhood. Brent explained that there was no place nearby, but finding they wore the same size, set up a shoe-swap for the night. What a move. WOWEDFactor delivered; business value enhanced.

Firestone
firestone@ethicalselling.com
314-863-4000

WOWEDSighting: Kelvin Edmunds - Cafe Cornucopia"He could bring the decimal over a couple of digits on the price and I’d still come out the winner."

2010-12-09T18:12:00.013-06:00

WOWEDSighting Recipient's Testimony: “This guy is one of a kind. He’s literally the first person I see every morning and what a way to start the day! His enthusiasm for life, his focus on the development of his kids and his employees, his ‘I only play with my cleats on!’ approach to life (which Teddy Roosevelt would be proud of) all bring so much value to my cup of coffee. He could bring the decimal over a couple of digits on the price and I’d still come out the winner. Quite simply, he personifies the WOWEDFactor.” Kelvin's Certificate of Sighting

WOWEDSighting: Hayatt Mohammed - Mastro's Steakhouse, Chicago"Hayatt made us feel special. We will go back to Mastro's and insist on working with her!!"

2010-12-09T18:04:00.017-06:00

WOWEDSighting Recipient's Testimony: “Mastro's is an upscale California based restaurant group that just opened their first Chicago location in October, 2010. Two female friends and I visited Mastro's strictly for drinks after having dined at a different restaurant. Oftentimes a group of 3 women visiting a restaurant solely for drinks is not welcomed by wait staff. My friends and I are not big ticket drinkers, and the wait staff cannot wait to turn our table to make more money. Not Hayatt! She could not have been more welcoming! Truly cared about our drink selection and it appeared that the portions she served us were generous. She chatted with us and was totally engaging. We did not order dessert--all of a sudden Hayatt appeared with an entire butter cake, a Mastro's signature dessert, that was complimentary for our group. Delicious! We devoured the entire cake! Hayatt made us feel special. We will go back to Mastro's and insist on working with her!! I called her Manager, David Place, to obtain her contact information, and he is aware of the ‘WowedAmerica’ initiative.” Hayatt's Certificate of Sighting

WOWEDFactor Truisms - Impact on Bottom Line

2010-12-09T14:45:00.018-06:00

WOWEDFactor: a customer service experience that was so extraordinary, "humanizing, engaging or connecting," your perception of the person you were dealing with, and consequently the business or organization, became significantly enhanced

We believe the following to be true about the WOWEDFactor:

Service is manufactured at the point of delivery. To my knowledge (and our research is considerable), not one customer has approached a business, asked to see the mission statement and then declared, “Very impressive, I’m now a customer for life.”
The service image, is influenced in large part by employees interactions with external customers.
Employees are the company in the minds of customers.
The extent to which employees perceive themselves as stakeholders within that organizations or business (having a piece of the rock) has a direct relationship on their ability to deliver the WOWEDFactor.
Managers’ first customers are their employees who interface with external customers. Number one objective is to set up a culture where employees perceive they are stakeholders for the reason set forth above.
Research clearly substantiates that the reason why customers quit a business has much more to do with not receiving the WOWEDFactor than anything else. A recent survey of consumers shows that sixty-eight percent of all lost business results from the indifferent, uncaring attitudes of employees toward customers and only fourteen percent is lost because of product dissatisfaction. The results on Why Customers Quit:

68 percent - indifferent attitude of employee

14 percent - product dissatisfaction

9 percent - competitive reasons

5 percent - other friends

3 percent - move away

1 percent – die

If customers quit a business in large part because of an attitude of indifference on the part of employees, it stands to reason that the antithesis … delivering the WOWEDFactor, would be a significant reason why customers stay. Put in other terms, customer loyalty could be enhanced as a result.

Firestone

firestone@wowedamerica.com

314-863-4000

Anheuser-Busch: Transitioning the Customer Call Center to the Customer Relationship Group

2010-12-08T19:37:00.044-06:00

I had the opportunity to do a series of WOWEDFactor seminars for Anheuser-Busch on transitioning their Customer Call Center, which was staffed by 50 full-time Customer Information Specialists, to the Customer Relationship Group, staffed by 50 full-time Customer Experience Professionals. Their vision was that they could enhance brand loyalty if they set their sights on developing relationships vs. merely providing information. This was consistent with their mission: "Making Friends is Our Business." In essence they wanted to transition from being in the Transaction Business to being in the Interaction Business.

What an exciting project to work on and people to work with … they “got it.” They realized that when they were in the Customer Call Center business, the litmus test for a successful call was simply: did they provide the right information. They also realized that the potential value of each call was underutilized with only providing the requested information. If they could create a call experience by delivering the WOWEDFactor, they would build brand loyalty and company value.

Before we made the transition, I had the opportunity to observe their Customer Information Specialists in action. This is what I heard, more often than not: Call comes in and, in their most professional-sounding voice, the reps would say, “Thanks for calling A-B’s Customer Call Center, this is _____. How may I help you?” Many times the voice I heard them use was reminiscent of the Wizard of Oz -- “I am the great and powerful….”) Customer would pose question and the Customer Information Specialist would then drone on about the subject, as if the more information provided, the greater the value of the call. Clearly the conversation was not “humanizing, engaging or connecting” (WOWEDFactor definition) – no value added.

Our focus in transitioning these Customer Information Specialists to Customer Experience Professionals was how to position the WOWEDFactor when the call was merely for information. After all, very rarely (like never) would a customer call and ask, “I’m calling so that I can be the recipient of the WOWEDFactor!” Great example: customer calls in and says they have a bet with a friend and need to know the calorie count and carbs on a product. A Customer Information Specialist would respond in their professional voice that the calorie content is this and the carb content is this, blah, blah, blah. The Customer Experience Professional, on the other hand, might ask the customer in a conversational/friendly voice what side of the bet she had and that maybe she could help her out for a piece of the action! Interaction - Not Transaction. Wow – build that company value! It was interesting to note that the connection occurs with individuals – not the great and powerful company. Time to revisit our definition:

The WOWEDFactor: a customer service experience that was so extraordinary, "humanizing, engaging or connecting," your perception of the person you were dealing with, and consequently the business or organization, became significantly enhanced.

Nailed it. Once the company made the transition, they found that employees were happier in their jobs and that they were able to build company value through their ability to engage customers.

Fast forward a couple of years. It's July, 2010 and I'm putting on a seminar in Vancouver, CA for Vistage (groups of CEOs). I tell the A-B story and a guy stands up and challenges me. He says he wants to see whether it is true that if you call the A-B Customer Relationship Group, you're going to get an "interaction," and not merely a "transaction." So I say, get out your phone and put it on speaker, let's call 'em now. We agree he'll ask the "bet with a friend" question. It worked. He gets a WOWEDFactor experience, an interaction - not merely a transaction. And, then he says ... "I've never been much of an A-B fan, but I am now." I couldn't have written a better script.

Firestone
firestone@ethicalselling.com
314-863-4000

©2010 Ethical Selling Institute. All Rights Reserved.
©2010 Fred Firestone. All Rights Reserved.

Joanna and the Drive Through - Is Everyone Capable of Delivering a WOWEDFactor Experience?

2010-12-08T18:17:00.017-06:00

Joanna Firestone

I’m often asked if everyone capable of delivering the WOWEDFactor.

Definition: "a customer service experience that was so extraordinary, 'humanizing, engaging or connecting,' your perception of the person you were dealing with, and consequently the business or organization, became significantly enhanced"

My answer has always been absolutely, everyone. I believe that every employee, if put in the right corporate culture set by his/her manager, is capable of bringing it home. I hasten to add that there are some people who have greater abilities than others.

Late one night I was having this “everyone is capable” conversation with my 18-year-old daughter, Joanna, and she took issue with my position. (Imagine, a teenager taking issue with a point made by her parent?) I was feeling ever so bold and suggested to her that she pick anyone and that I could engage them into engaging me with the WOWEDFactor. Let’s make it interesting, I said, you pick the person and you pick the wager.

We settled on a challenge. We would do the drive through at a fast food restaurant, and pending on the greeting we heard through the squawk box (what is that thing called?), she would decide whether to throw down the challenge. Bring it on, Jo.

No time like the present. So we started out about 11:00 pm to work the drive-throughs. At the first one, we heard a man say the words, “What can I get for you?” with absolutely no affect and a little attitude. Sound familiar? My daughter looked at me, smiled and said, “There’s no way.” I gave the order and then we pulled up to the window. I was told how much the order was … still nothing -- no affect, like I was talking to a machine. I paid and then leaned out the window and said in a stage whisper, “Could you help me out? My friend (gestering to my daughter) is a little on the sloppy side … could you throw in some extra napkins?” He transformed. One big grin appeared on his face. He gave me a wink and loaded up the bag with no less than 50 napkins. He then said with sincere/engaging emotion worthy of at least an 4 on the WOWEDFactor Scale (5-1), “Hope you both enjoy your meal,” while giving me another wink.

Joanna agreed that he delivered the WOWEDSighting and said, however, that it was clearly an exception and that I couldn’t do it again in a million years. How about now I said. Five minutes later we went through another drive through. Same zero affect, same exact script from my end and the same exact result.

What’s the message? Replace me with a manager who knows how to engage his/her people with the WOWEDFactor and the right results will happen. You’ve got to work up the chain. If managers can engage their internal customers (employees), their employees will engage their customers. Rock-and-roll.

You think you know of someone who can’t deliver it? Before you decide to wager, you might want to check with Joanna.

For a complimentary consultation re how to establish a WOWEDFactor Culture, contact me. (See WOWEDFactor Culture section in WOWEDFactor: Key to Business Differentiation.)

Firestone
firestone@ethicalselling.com
314-863-4000

WOWEDSighting: Patty Wilson - Take Care Health, Brentwood Walgreens"Because of Patty, I’ll be back again … hopefully not soon and not frequently."

2009-02-26T21:33:00.012-06:00

WOWEDSighting Recipient's Testimony: “Patty Wilson makes you feel good even when you don’t feel good. I went to Take Care Health because I suspected I had pink eye, which my wife was diagnosed as having a week before. After asking me a few questions, Patty reassured me I didn’t have it. She went on to explain some things about eye health (and ways to continue to avoid my wife’s pink eye) that were very helpful. Further, because I didn’t have a diagnosis, she said there’d be no fee. She presented herself as a sincere, caring, fair and thoughtful person. She explained to me she loved her job because she liked helping people feel better. You could tell. What a credit she is to Take Care Health. Because of Patty, I’ll be back again … hopefully not soon and not frequently.” Patty's Certificate of Sighting

WOWEDSighting: Carol Higgins - Barnes & Noble, Ladue Crossing, MO"Wish I could be that kind of employee, myself. Inspiring in the little things by being a great employee and a good person."

2008-11-17T21:27:00.018-06:00

WOWEDSighting Recipient's (Tina Wilson) Testimony: “Wonderful and exuberant employee, Carol Higgins, went above and beyond the call to locate limited edition WICKED tote bag for me today. Enthusiastic and warm response to my questions about merchandise and knowledge of merchandise by leading me to display and then calling several locations to secure until my arrival at another location. Those she spoke with obviously responded to her enthusiasm with their own. Not only her time but her response and care really WOWED me today. An asset to Barnes & Noble by her great customer service and her personality just shone through the entire procedure. Am still smiling thinking of how she handled the entire interaction. Wish I could be that kind of employee, myself. Inspiring in the little things by being a great employee and a good person.”

WOWEDSighting: Betty Ferguson - St. Louis Cardinals"Throughout the game, she continued to build the Cardinals’ brand every time we had the opportunity to re-visit the 'bartender' and see that engaging smile."

2008-09-23T23:53:00.019-05:00

WOWEDSighting Recipient's Testimony: “The value of our ball park experience went beyond the Cardinals’ 7-4 victory. A friend and I had the opportunity to sit in a private box. As soon as we got there, we met Betty; I’ll call her the box 'hostess,' even though her official title was 'bartender.' She immediately greeted us in a genuine and sincere manner and told us it was a pleasure to meet us. And, she meant it. I knew then that I was going to have a great time at the old ball park and the game hadn’t even started yet. Throughout the game, she continued to build the Cardinals’ brand every time we had the opportunity to re-visit the 'bartender' and see that engaging smile. I would venture to say that everybody who has had the opportunity to meet her comes away with the same experience. Thanks, Cardinals, for adding significantly to my experience by having Betty. I’m going to borrow a phrase from the late/great Jack Buck: Betty ... ‘That’s a winner!’ WOWEDFactor delivered.” Betty's Certificate of Sighting

WOWEDSighting: Cody Stonebraker - Firestone Tire & Service Center - St. Peters, MO"One Thursday, on his DAY OFF, Cody drove around St. Louis to find 4 new hubcaps, similar to the ones I already had."

2008-03-06T10:34:00.018-06:00

WOWEDSighting Recipient's Testimony: “I went to have my tires replaced at Firestone and received more than I expected. There were opportunities to fall short of my expectations but Cody chose to rise above. After my tires were changed I noticed my hubcaps were loose and about to come off. I went back right away (which ended up being after hours) and they fixed them. The next day I noticed that one was missing. I called the store and spoke to Cody, he said he would find a replacement hubcap and have it put on, no charge. Nice enough, right? Well, it ends up I have custom, hard to find hubcaps and he could not find one replacement. One Thursday, on his DAY OFF, Cody drove around St. Louis to find 4 new hubcaps, similar to the ones I already had. This was at no charge to me, again. Every time something 'went wrong,' Cody made it right. WOWEDFactor delivered."

WOWEDSighting: Joyce Smith - Washington University Patient Billing"What immediately impressed me was that she really wanted to help me solve the problem."

2007-09-26T16:47:00.008-05:00

WOWEDSighting Recipient's Testimony: “I received a bill from Washington University Physicians that didn’t reflect fact that we had insurance coverage – said that ‘patient was self pay.’ When I called in, I was lucky to have Joyce on the other end. What immediately impressed me was that she really wanted to help me solve the problem. I was to get information and get back with her. When I called back, I learned that she proactively contacted our insurance company and taken care of everything. This was totally unexpected. Joyce is a wonderful patient advocate. WOWEDFactor delivered.” Joyce's Certificate of Sighting

WOWEDSighting: Chad Brown - New Balance, St. Louis"Because of Chad, I would only buy my athletic shoes at his store. WOWEDFactor delivered."

2007-07-24T15:52:00.009-05:00

WOWEDSighting Recipient's Testimony: “I bought 3 pair of shoes in the past few months from New Balance: tennis, walking and a pair of running shoes. Two of the new pair of shoes felt very comfortable but I felt a lot of discomfort after wearing the tennis shoes. Chad said to bring them back to the store and see him. I told him about my pain and he suggested a new wider pair of the same tennis shoes. The shoes I originally bought had only been worn once or twice. He said it would be no problem to switch them out with no additional cost. He really went out of his way to satisfy me and help me to solve my foot problem. He handled himself in a very considerate and professional way. Because of Chad, I would only buy my athletic shoes at his store. WOWEDFactor delivered.” Chad's Certificate of Sighting

WOWEDSighting: Joe Steudeman - St. Louis Custom Gear"I’m now a big fan of St. Louis Custom Gear because I’m a big fan of Joe’s."

2007-05-22T15:46:00.013-05:00

WOWEDSighting Recipient's Testimony: “I arrived at the store right at closing time (many other stores in the mall already had the gates down) and this gentleman went to great lengths to make me feel comfortable while he took the order for embroidered baseball hats for my son's team. He let us look through several designs to choose our logo, was helpful in choosing our layout, is giving us less than a 24 hour turn around on the hats (WOW!!), and gave us a discount. He did all this before he knew I was a repeat customer. His attention to detail and customer service skills were definitely a great pleasure to experience. Even though I was the last customer of the day, he made me feeI like I was the most important customer of the day. I’m now a big fan of St. Louis Custom Gear because I’m a big fan of Joe’s. WOWEDFactor all the way!” Joe's Certificate of Sighting

WOWEDSighting: Joyce Hunter - Don Henefer Jewelers"She always goes the extra mile to give us the best service and price."

2007-05-15T20:58:00.010-05:00

WOWEDSighting Recipient's Testimony: “Joyce has become my wife's and mine personal jeweler within the last 6 months. She always goes the extra mile to give us the best service and price. Recently I ordered two watch cases and two pen cases. She quoted the price on the watch cases as $30.00 each. When they came in the actual price was three times what she quoted. Joyce honored her original quote of $30.00 per each watch case. Joyce had to pay the difference out of her pocket. That shows she goes above and beyond what is expected. Joyce should be commended for her outstanding customer service." Joyce's Certificate of Sighting - Article - Joyce Awarded Certificate

WOWEDSighting: Selma - United States Postal Service, Clayton, MO"The WOWEDFactor is how she talks to you. She engages you immediately and makes you feel like she’s talking only to you and like you are her one and only concern at that time."

2007-04-09T15:38:00.015-05:00

WOWEDSighting Recipient's Testimony: “Selma is pleasant and engaging in every interaction. She greets you courteously and engages you by asking if you want to purchase any additional services. (If you’re mailing a package she asks if you want delivery confirmation or other related services.) By itself, this is not so special – no WOWEDFactor. The WOWEDFactor is how she talks to you. She engages you immediately and makes you feel like she’s talking only to you and like you are her one and only concern at that time. She also prods you in a comical way. For instance, when you say you don’t want to pay with a debit card (which she has just informed you is one of the payment options she has available) she’ll ask if you’re sure you’ll have enough money for lunch later if you use cash now. Her tone is relaxed, maybe a little informal, and it’s perfect for the interaction because it conveys the information in an easy manner that effectively communicates and makes you chuckle. If you actively respond to her you can have quite a conversation at the counter, and she always has the right tone in these conversations. Selma offers you a range of other services and at the end of the transaction she asks you if there is anything else she can do to help you, and, when she asks you that, you believe that she is sincere and would in fact do what you requested if it was possible. She is always courteous and she makes you feel good about the interaction such that when you are in the post office again you want to interact with her. The WOWEDFactor is a summary of what Selma is about.”

WOWEDSighting: Forrest - Schnucks Market, Ladue Crossing"Forrest’s manner is not bubbly but he makes us feel welcome in the store and eager to shop at his Schnucks rather than the store which is closer to our home."

2007-01-15T20:44:00.008-06:00

WOWEDSighting Recipient's Testimony: “Forrest is a very interesting guy. He comes off low key at first but he is quite observant in that he notices aspects of the customer (you) or your order. I can’t remember how we became friendly with Forrest but we soon found out that he was a graduate of Washington University and that we knew some folks in common. Once he knew our names he made a point of talking to me each time I was in the store. When I was in his line we would discuss movies, our general health, my car, his car, and other related topics. When we weren’t in his line he would kid us for rejecting him and we’d have an abbreviated conversation across the aisles. We came to think of him as a friend and we tried to always be in his check out line. He is knowledgeable about wine and suggested to us a red wine that is very good and quite inexpensive, a wine that we still buy whenever it’s on sale. Whenever we see him it’s like we are visiting with a friend. He tracks the progress of our family in several ways (our daughter’s progress in college, the latest saga with our cars, my health concerns regarding my lower back and hips) and keeps us abreast regarding his mother, with whom he lives. Forrest’s manner is not bubbly but he makes us feel welcome in the store and eager to shop at his Schnucks rather than the Esquire Schnucks, which is closer to our home. Forrest builds value for Schnucks by delivering the WOWEDFactor.” Forrest's Certificate of Sighting

WOWEDSighting: Connie - Walgreens, Big Bend and Clayton"When you leave you feel better than when you entered the store. Talk about delivering the WOWEDFactor."

2007-01-15T13:12:00.011-06:00

WOWEDSighting Recipient's Testimony: “Connie is one of the most genuinely pleasant people I have encountered in any type of situation. She is courteous beyond belief to every single customer regardless of the customer’s characteristics, how much he/she is spending, whatever. She greets every customer with a sincere smile and a proper greeting (good morning, afternoon or evening) and she gives you her complete attention with excellent eye contact so you feel like she is taking excellent care of you and only you. She engages you in light conversation (weather, how your day is going, etc.) and she sounds sincere in all her communication with you. When she takes your money she acknowledges how much you gave her and tells you how much change you’ll be receiving. A typical conversation would go something like this: ‘That’s five dollars and your purchase was $3.29 so I’m giving you $1.61 change. May I give you five dimes or would you rather have two quarters with that?’ When the transaction is over she looks you directly in the eye, smiles and says ‘I thank you for your purchase today and I hope you have a pleasant day’ and she sounds perfectly sincere. When you leave you feel better than when you entered the store. Talk about delivering the WOWEDFactor. Once I asked her if she was always courteous to everybody and she said she tried to do her best with every person.”

WOWEDSighting: Edna Carter - St. Louis Airport Hilton Hotel"She treated these people as if they were guests in her home."

2006-11-18T15:57:00.014-06:00

WOWEDSighting Observer's Testimony: “I was on the Hilton van which picks you up on the parking lot and takes you to the airport and we stopped at the hotel to pick up guests. They included an elderly couple, both of whom were at least 80; he was using a walker and was very unsteady on his feet. Ms. Carter could not have been nicer. She got out of the van, placed all of their luggage (like 8 pieces) and helped the man who was very emotional about his ability to climb the van steps, get his seat. All the while she was reassuring him that she’d take care of him. She treated these people as if they were guests in her home. Ms. Carter really delivered the WOWEDFactor and in so doing enhanced the value of the Hilton. It was a beautiful site to behold.”

WOWEDSighting: Kay Schafer - Panera Bread"If you could package her ability to engage customers, you’d have all the coffee business in town. She defines the WOWEDFactor."

2006-10-26T21:39:00.018-05:00

WOWEDSighting Recipient's Testimony: “I stopped into the Bread Co prior to a meeting and was energized to perform by Kay Schafer! I had this important meeting at 7:30 and was not as awake as I needed to be. Thought a stiff cup of “rich and vibrant” would do it. While I think the coffee worked, what really picked me up was Kay. (She didn’t actually pick me up!) Her easy/fun style, her genuineness and her playful banter left me energized. Kay is not an order taker … she is a wonderful ambassador for Bread Company. If you could package her ability to engage customers, you’d have all the coffee business in town. She defines the WOWEDFactor. Thanks Kay." Kay's Certificate of Sighting

WOWEDSighting: Ray - QuikTrip, Fenton, Missouri (Certificate of Sighting pictured here)"He is able to maintain this consistent approach while at the same time, making each person feel as if they are the most important customer of the day."

2006-06-02T18:20:00.014-05:00

Ray's Certificate of Sighting

WOWEDSighting Recipient's Testimony: “Nearly every morning I observe Ray greeting customers, many by first name. He is able to maintain this consistent approach while at the same time, making each person feel as if they are the most important customer of the day. Whenever I encounter an employee like Ray, I often wonder about their training and background. Is it a superior training program at their current company? Perhaps a past employment experience? Maybe it was their upbringing. Most likely, it is a combination of all of these things. One thing I know for sure, it is becoming increasingly difficult to find WOWEDFactor employees like Ray. I am quite certain Ray would have no idea which of the hundreds of customers he serves each day would make such an observation. I have never really taken the time to introduce myself to him. However, when thinking about my WOWEDSightings, the choice was clear. . . Ray at the QT!”

WOWEDSighting: Adam Altrup - Enterprise Rent-A-Car"Adam’s effort made a difficult time easier by going the extra mile. No wonder Enterprise-Rent-A-Car is so successful with employees like Adam."

2006-05-26T14:37:00.008-05:00

WOWEDSighting Recipient's Testimony: “A year ago, I was en route back to St. Louis when I received the call that my father may die in the next 24 to 48 hours. I needed to make travel arrangements to get home and have transportation for an unknown period of time. I called Enterprise Rent-A-Car and Adam Altrup, the branch manager I utilize for business, answered the call. I explained my situation to him. Adam assured me he would take care of everything and someone would be advised of my situation at Enterprises office in Iowa. He expressed his heartfelt concern and told me not to worry. Upon my arrival in Iowa, the Enterprise employee had spoken to Adam and he was fully aware of the situation. The Iowa employee told me if there was anything I needed to call him or Adam. This was above and beyond what Mr. Altrup had to do. Adam’s effort made a difficult time easier by going the extra mile. No wonder Enterprise-Rent-A-Car is so successful with employees like Adam.”