WOWEDSighting: My Hyatt Regency North Dallas WOWEDFactor Experience

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

Simply amazing that this goes on ...

WOWEDSighting Certificate of Sighting Jeremey Daricek, Dobbs Tire & Auto

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.

WOWEDSighting: Cafe Press

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

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.)

WOWEDSightings: Bottom-Line Impact

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

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.

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

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

Value of the Wal-Mart Greeter?

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.

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

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

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."

Establishing a WOWEDFactor Culture: Foundation for WOWEDFactor Differentiator

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

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.

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

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!"

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

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.

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

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." 

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

•  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. 

WOWEDFactor: $1.39 Bootie Investment at Walgreens

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.

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

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!”

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

  OR

 

1   2   3   4   5   6   7   8   9   10

"OW"ed                               WOWED

Congrats to OfficeMax for Celebrating Employee's WOWEDSighting

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

Some background ...

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."

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.

WOWEDFactor: Do We Have Something In Common With Cows?

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!

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

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!"

Announcing Contest for "Best Southwest Airlines WOWEDSighting!"

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.

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

"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.

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

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 ...

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

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?

WOWEDFactor Doesn't Happen Until It's Happened

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."

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

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!”

Bud Bottle and the Rose Bud

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

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."

The Krispy Kreme "Squeegee" Proposal

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 ...

WOWEDSighting: Steve Karakas - House Painter Extraordinaire

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.