|
WOWEDFactorSM
How to
Build Significant Business Value
Through Employee/Customer Interactions
"the ultimate branding/marketing/customer
service program"
(Piloted in July
2006 with Anheuser-Busch and based on published article:
WOWEDFactor:
A Key to Business Differentiation.)
Fred Firestone 11-minute WOWEDFactorSM Overview streaming video
--
best viewed with Internet Explorer:
(Windows
Media)
(Quick
Time)
About
Us
WOWEDFactor
= Significant Differentiator
WOWEDFactor
Sightings
Who Should Participate
Learning Focus
WOWEDFactor Testimonials
WOWEDFactor in the News
Delivery Options
About Us
The
Ethical
Selling* Institute, a subsidiary of Sempact, Inc., provides training
and
speaking
(keynotes,
breakouts) services
to companies and organizations on how to pullahead of the competition
by building more Trust,
Credibility and Partnership into
their products and
services. We believe that the ability of
businesses and organizations to do so 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.)
*Our definition
of selling is not
the conventional one.
We take a
broad look; it encompasses any interaction that influences
perceptions of
service image. Thus, all people who have contact with
customers would be involved in "selling."
Our clients include DuPont,
Hewlett-Packard, 3M, AT&T, the United States Postal Service as well
as
Anheuser-Busch (sampling of client letters).
They come to us sharing a
philosophy:
- They
realize the path to
differentiation is about providing customers with a more favorable
experience than they would expect to get
elsewhere.
- They
believe that
differentiation will never happen without the involvement and
commitment of the people who make up their organization.
- They
believe that there is
little value in the typical lecture-type customer service training
program. Rather, customer service training should take the form of a
"service blue print," relying on the expertise, insights and experience
of the people who make up their organization.
Back
to Top
WOWEDFactorSM
= Significant Differentiator
Since
our inception 21 years ago, we have continually
found that businesses and organizations that successfully differentiate
do so
because of interactions their customers have with specific employees
that are
so significant they reach the WOWEDFactorSM
level.
Our WOWEDFactorSM definition: a personal
experience a customer has with an
employee of a
business that is perceived by the customer to be so humanizing,
engaging or
connecting, that the customer’s perception of that individual, and
consequently
the business, becomes significantly enhanced.
The WOWEDFactorSM
doesn’t
happen until it’s happened.
Notice, we don’t call it the WOWFactor. It’s past tense intentionally.
It
doesn’t exist until a customer perceives it to have happened to him or
her. A business can only say its objective is to build its value
by
having its customers experience the WOWEDFactorSM with
its employees. A
customer doesn’t experience the WOWEDFactorSM with ACME Tool and
Rental; she experiences it with Pete,
Judy or Tom who work for ACME Tool and Rental. It’s a
personal
experience and people have personal experiences with people – not
businesses.
Thus, the extent to which businesses deliver the WOWEDFactorSM has everything to do
with their employees and their crucial
interactions with customers. The
business-enhancing impact of doing so can
be significant.
Research substantiates
that the
reasons why customers quit businesses have much more to do with not
receiving the WOWEDFactorSM than anything else. A
much-quoted survey of consumer habits
shows that sixty-eight percent of all lost business results from the
indifferent, uncaring attitudes of employees toward customers and only
fourteen
percent is lost because of product dissatisfaction.
The results on Why Customers
Quit:
- 68 percent -
indifferent attitude of employee
- 14 percent -
product dissatisfaction
- 9 percent -
competitive reasons
- 5 percent - other
friends
- 3 percent - move
away
- 1 percent - die
If customers quit
businesses in
large part because of an attitude of indifference on the part of
employees, it stands to reason that the antithesis, delivering the WOWEDFactorSM,
is a significant reason why customers stay.
WOWEDFactorSM
Sightings of Fred Firestone, principal, Ethical Selling Institute
- Harriet.
Four years ago, I
was writing a column
about a fast food restaurant that purported to have the best
burger. Regardless of how good that burger was ... and it was
better than
most, it was not even on the WOWEDFactorSM
radar screen
because it was not a personal interaction that humanized, engaged or
connected. What was, however, was my experience with
Harriet, the
minimum wage server, who treated me like I was a guest in her home.
WOWEDFactorSM
delivered; business value
enhanced. (Column: Harriet
and
the $6
Burger)
- Brent.
My
good friends' son was a front-desk
clerk at an up-scale hotel in Denver. A guest called the desk and
was
frantic because he was supposed to attend a black-tie event in a half
hour and
he had failed to pack his dress shoes. All he had were his beat-up running
shoes. He wanted to know where he could buy the shoes in the
neighborhood. Brent explained that there was no place nearby, but
finding
they wore the same size, offered to swap his own shoes for the
night. WOWEDFactorSM delivered;
business value
enhanced.
- Evelyn.
I pull
up to the five-minute passenger pick up area at the airport. I've
been there many times before, and I'm use 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 my 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. WOWEDFactorSM
delivered; business value
enhanced.
Back to
Top
Who Should
Participate
The WOWEDFactorSM:
How
to Build Significant Business Value Through Employee/Customer
Interactions is about how businesses can ensure that more employees
deliver more of the WOWEDFactorSM
to more customers more often. Therefore,
all people who have contact with
customers (and those who manage them) should participate.
Here are some some types
of businesses/organizations whose front-line people's ability to
deliver the WOWEDFactorSM
could significantly influence business value through enhanced loyalty
and word-of-mouth advertising:
- Banks.
Teller's are the front-line interface. Their ability to engage is
crucial to building brand.
- Hospitals. In times of emotional stress, which really defines the hospital
experience, patients and their families are looking to be
engaged. Because of this heightened awareness, there are many
opportunities for staff to build value through delivering the WOWEDFactorSM.
- Call Centers.
Our July 2006 pilot for this seminar was at an A-B Call Center that
sold promotional products. Their results were significant: When
their employees delivered the WOWEDFactorSM,
value was built even before
customers really knew all about their product offerings.
Further, after delivery of WOWEDFactorSM, customers were more favorably
predisposed to wanting to own more products and customers were more favorably
pre-disposed to employee suggestions re those products. In sum,
when WOWEDFactorSM was delivered, sales increased. (Note: This could also be applicable to
Franchises where employees are in a position to make recommendation
about products/services.)
Back
to Top
Learning
Focus
Workshop has three components:
Component
One:
Differentiation of Products and
Services
- Product/service
analysis --
the core and the value-added outer core
- The only
two
things your customers are really buying
- What
customers are
really
buying whether it takes the form of a cheeseburger, a checking account
or an automobile
- Why
there's no such
thing as
a
commodity ... period
- How
outstanding service
companies add value to their "commodities"
- How
to view every
product and
service from a "uniqueness" perspective
- Why
you don't want to
do what
everybody else is doing
- How
to enhance your
company's
ability to add significant value to its products/services
- Why
there is only one
form of
quality - what the customer says it is
- The
difference between
"conformance" quality and "relative perceived"
quality
- How
to redefine each
element
of your business in terms of customers
perceptions of intangibles
- How
to use the
ethicalfactor
as the
ultimate competitive advantage
- The
crucial moments of
truth
that influence
your service image
- How
to exceed
expectations
on
every
moment of truth that impacts your service image
- How
to further
differentiate
your
business significantly in the
next two weeks and two months
- What
roadblocks get in
the
way of your exceeding customers'
expectations and how they can be overcome
- What
are the
differences
between bad (not meeting expectations), good (meeting expectations) and
beyond good (exceeding expectations) service
- What
factors cause
customer
loyalty
- What's
the difference
between what the corporate handbook says your image is and what your
customers perceive it to be
- How
customers feel when
their expectations are not exceeded
- Why
the definition of
service quality is never static
- How
to avoid
"commodity"
thinking, the sure-fire path to mediocrity
Back
to Top
Component
Two: How to Sell More and Gain Market Share by Delivering the WOWEDFactorSM
- How
to recognize and
deliver
on WOWEDFactorSM opportunities
- The
business-building
impact of delivering the WOWEDFactorSM
- The
single
greatest untapped
opportunity to pull ahead of
the competition
- Why
anyone who
interacts with a customer is an inextricable part of the
product/service in the customer's mind
- Why
it matters more how
things are said than what is said
- Why
people are the
ultimate
product/service differentiator
- Why
ownership needs to
be
broadly defined
- What
the transfer of
"ownership" is all about
- Why
everybody who
interfaces
with a customer is involved in "selling"
the organization
- Why
everybody in the
organization
sells
- How
to create
experiences
with every interaction
- Why what
employees
say
and how they say it,
is more important than the effectiveness of a product or service to
address customers' needs
- Why
customers quit/why
customers stay
- Why
the fact that
you've
heard only a few customer complaints doesn't mean your customers are
satisfied
- The
economics of
customer
retention and complaints
- How
complaint handling
can
be a tremendously effective means of differentiation
- How
to engage the
"difficult
to engage" with effective listening
- Why
delivering the WOWEDFactorSM
results in your
customers being more favorably pre-disposed to your product/service
suggestions
- Why with so much "quality-equality" in
today’s
market,
delivering the WOWEDFactorSM
could be the greatest opportunity to
differentiate products and services
- How to create a WOWEDFactorSM
experience with
every customer every time
- How to look at every opportunity to deliver
the WOWEDFactorSM and evaluate it
- What steps to take
to avoid being
emotionally engaged by
angry customers
- How
to determine where
there
is the
greatest business-building value in delivering the WOWEDFactorSM
Back to Top
Component
Three: How to
Develop a WOWEDFactorSM Culture
(for Managers)
- How
to establish a
service
culture that gives people tools to deliver
the WOWEDFactorSM
- How
to establish a
corporate
culture where your employees convey more of the WOWEDFactorSM to more people
- How
to give employees
(and
customers) a "piece of the rock"
- Where
are you on the WOWEDFactorSM scale
- How to drive a WOWEDFactorSM culture with effective coaching
- How to drive a WOWEDFactorSM culture with a recognition system
designed to "Wow the Wowers" (e.g., company personalized WOWEDAMERICASM Employee Recognition Program -- see next
section)
Back
to Top
PullingAhead,
EthicalFactor, WOWEDFactor and WOWEDAMERICA are service marks of
Sempact, Inc.
About
Us | Programs | Clients
| Articles | Video
| FAQs | Inquiry/Register
|
