"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.