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

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.

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

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.

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

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."

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."

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."

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."