Maximizing Growth – It’s all about WOW
When was the last time that you felt wowed by an encounter with a product or company? For me, it was a call to Microsoft’s Office365 customer support. I dreaded making the call and braced myself by setting very low expectations for the interaction. You can imagine how happy I was when the actual experience was a WOW. Why was it so positive? The rep made me feel that his primary focus was on me and making me productive again. He took the time to understand the problem, didn’t try to rush me off the phone and explained what I needed to do in clear language. I hung up and thought that was a pretty great experience. But then, before he left for the day he followed up by email and phone to make sure that my issue was resolved. Now that was a WOW!
WOW — used to express strong feeling (as pleasure or surprise)
Companies that focus on delivering WOW achieve greater revenues than those who don’t. A study by Forrester Research found that companies with superior customer experience (CX) grew revenues faster than their competitors with inferior customer experience. On average the eight CX leaders studied had revenue CAGR of 15% while their eight CX laggard competitors only grew at an average rate of 2.5%.
Three Keys to Delivering WOW
What does WOW look like for your company? Each company is unique so you need to define what WOW means for your customers. To really deliver WOW focus on doing these three things well:
Steve Jobs knew all about WOW. He focused on WOW both at Apple and at NeXT. In a 1985 brainstorming session during the early months of NeXT, a team member says “unless we have this technology that wows people, we are not going to have a firm foundation that people are going to buy from.” Although NeXT ultimately couldn’t deliver WOW Jobs took that focus back to Apple and the rest is history
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better. ~ Jeff Bezos
“If you have employees who are motivated, who take ownership, who take pride in what they do, that translates to customer satisfaction right away. Indeed, many of the companies that made this year’s [Customer Service] Hall of Fame…score exceptionally well for employee satisfaction on Glassdoor.com.” 
Are You Maximizing Your WOW?
Is WOW part of your corporate philosophy? Consider these three step to make WOW a key driver of your growth.
Shifting the Loyalty Curve Mitigating Disloyalty by Reducing Customer Effort, CEB Customer Contact Council, 2009, http://www.marketingfacts.nl/images/vacatures/Shifting_the_Loyalty_Curve(B2C).pdf, p10
 Praveen Kopalle, Professor of Marketing at the Tuck School of Business at Dartmouth, http://www.usatoday.com/story/money/business/2015/07/24/24-7-wall-st-customer-service-hall-fame/30599943/