Woo, Wow, and Win

About the Author

Thomas A. Stewart and Patricia O’Connell are the esteemed authors of Woo, Wow, and Win. Thomas A. Stewart, a bestselling author and influential thought leader, is known for his books Intellectual Capital and The Wealth of Knowledge. He has made significant contributions to the field of global management, emphasizing the value of intellectual assets in business strategy. Patricia O’Connell, president of Aerten Consulting, specializes in devising content strategies for top management. She co-authored the New York Times bestseller How Excellent Companies Avoid Dumb Things with Neil Smith. Together, Stewart and O’Connell bring a wealth of knowledge and practical insights into the realm of customer service and service design.

Main Idea

Woo, Wow, and Win delves into the concept of service design, a strategic framework aimed at enhancing customer experiences to drive business success. The authors argue that merely satisfying customers is insufficient; businesses must design their services to consistently delight and exceed customer expectations. This approach not only fosters customer loyalty but also distinguishes a business in a competitive market. By focusing on the principles of service design, Stewart and O’Connell provide a roadmap for creating memorable customer interactions that are both reliable and profitable.

Table of Contents

• Introduction
• Setting Out
• The Road to "Ahhh!"
• The Service Design Revolution
• Service Design and Your Strategy
• The Principles of Service Design
• Service Design in Action
• Corporate Culture and Service Design
• The Service/Product Connection
• First Steps, Next Steps

Introduction

In the introduction, the authors set the stage by emphasizing the importance of designing services with the same rigor as products. They argue that excellent service should be an integral part of a company's strategy, built into its very foundation rather than added as an afterthought. The key message is that great service can be a significant differentiator in the marketplace, creating a competitive edge that is difficult for others to replicate.

“Great service is not just a consequence of good intentions, attentive management, and a supportive culture. In fact, cause and effect are reversed: Service needs to be laid into the company’s keel, the way performance is built into a BMW or intuitiveness designed into an iPad.” - Thomas A. Stewart & Patricia O’Connell

Setting Out

The journey towards exceptional service begins with understanding the customer’s experience from their perspective. The authors introduce the concept of "Ahhh" moments—instances where customers feel genuinely delighted by the service. These moments are crucial for building a strong, loyal customer base. The foundation of achieving these moments lies in the meticulous design of service processes that align with customer expectations and needs.

The Road to "Ahhh!"

This section delves into the practical application of service design principles. The authors stress that businesses must not only meet but also anticipate customer needs. The goal is to create a seamless and enjoyable experience across all touchpoints. Stewart and O’Connell advocate for a holistic approach to service design, considering every aspect of the customer's journey. They emphasize that every interaction, from the first point of contact to the final transaction, should be meticulously planned and executed to create a positive and memorable experience.

One of the key insights here is the importance of empathy in service design. By putting themselves in their customers' shoes, businesses can better understand their needs and desires, leading to more effective service solutions. This empathetic approach allows companies to design services that not only meet customer expectations but also anticipate their unspoken needs.

“Empathy is a powerful tool in figuring out what matters to your client. Be your customer. Try navigating your website; try getting through to the right person in customer service; try ordering products; booking a flight—and flying coach; shopping in your store.” - Thomas A. Stewart & Patricia O’Connell

The Service Design Revolution

The service sector dominates the economy, making up the majority of employment and GDP in advanced economies. Despite its importance, the principles of managing service organizations are less studied compared to manufacturing. The authors trace the roots of service design back to the 1980s and argue for a paradigm shift towards a more customer-centric approach. They propose replacing the traditional blueprint with a service map, emphasizing touchpoints and customer experiences over mechanical processes.

This revolution in service design requires a shift in mindset from a transactional view of customer interactions to a relational one. It's about understanding the entire customer journey and ensuring that every touchpoint contributes positively to the overall experience. This holistic approach not only improves customer satisfaction but also helps businesses identify areas for innovation and improvement.