How to Build Significant Business Value Through Employee/Customer Interactions "the ultimate branding/marketing/customer service program" Do your customers see you as being in the "transaction business" or the "interaction business"? Piloted
in July, 2006 with Anheuser-Busch and based on
published article:
Firestone
Speaker SummaryWOWEDFactor: A Key to Business Differentiation by Fred Firestone, Principal Ethical Selling Institute Fred Firestone on WOWEDFactorSM Overview WOWEDFactor = Significant Differentiator WOWEDFactor Sightings Who Should Participate Learning Focus WOWEDFactor Presentations - Sampling of Testimonial Letters 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:
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:
WOWEDFactorSM
Sightings of Fred Firestone, principal,
Ethical Selling Institute
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:
Learning Focus Workshop has three components: Component One: Differentiation of Products and Services
Component Two: How to Sell More and Gain Market Share by Delivering the WOWEDFactorSM
Component Three: How to Develop a WOWEDFactorSM Culture (for Managers)
WOWEDFactorSM
Presentations - Sampling of Testimonial
Letters
Back to
Top Enterprise Rent-A-Car Arrow Limousine Vistage International St. Charles Chamber of Commerce Florissant Valley Chamber of Commerce WOWEDFactorSM in the News Florissant Valley Chamber of Commerce Missouri Career Center Workforce Weekly Delivery Options Delivered as both public seminar as well as in-house customized program (Anheuser-Busch pilot). Questions? Call us at (314)863-4000. PullingAhead,
EthicalFactor,
WOWEDFactor and WOWEDAMERICA are service marks
of Sempact, Inc.
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