Woo, Wow, and Win

Service Design, Strategy, and the Art of Customer Delight

Thomas A. Stewart and Patricia O’Connell

Book

Pleasing customers isn’t enough. To delight your customers—to woo, wow, and win them—you must design your service to create memorable, empathetic experiences that meet their expectations and advance your strategy. In Woo, Wow, and Win, bestselling authors and business experts Thomas A. Stewart and Patricia O’Connell reveal the importance of service design for your company. They offer services businesses clear, practical strategies for designing and delivering great customer experiences—a distinctly different exercise than it is in manufacturing. You will learn that

  • The design of a service—the experience it creates, the value it delivers—is an essential element of strategy for every business
  • Excellence in service needs to be built in, not painted on at the end
  • Great service should be free—well-designed service pays for itself and then some
  • Service design and delivery is a sustainable, repeatable, and profitable way to differentiate your company and find and serve the right customers

Drawing on deep research and examples from industries as diverse as airlines and brokerages, hospitals and hospitality, consulting and construction, Stewart and O’Connell show how to apply the principles of service design in ways that uniquely fit your strategy. And the authors demonstrate how to use service design to set customers’ expectations—and meet them in every interaction, in every channel, every time.

Woo, Wow, and Win teaches you how to create “Ahhh” moments—when the customer makes a positive judgment—and to avoid “Ow” moments—when you lose a sale or, worse, customer trust. Stewart and O’Connell show how to map and evaluate all your interactions with customers; how to evaluate your ability to design and deliver great experiences; how to build innovation into your business model; and how to align your culture with the strategy and design you have selected.

Whatever your industry, whether you’re giving haircuts, selling life insurance, or managing an office building, your customers are as much a part of your business as your employees are. Woo, Wow, and Win shows you how to enlist them as collaborators in your success—and accelerate your company’s growth and profitability.

Thomas A. Stewart is a bestselling author, an authority on intellectual capital and knowledge management, and an influential thought leader on global management issues and ideas. His books include Intellectual Capital and The Wealth of Knowledge. He is the executive director of the National Center for the Middle Market at the Fisher College of Business at The Ohio State University and has served as the chief marketing and knowledge officer for Booz & Company, as well as the editor and managing director of Harvard Business Review.

Authors

Thomas A. Stewart

Thomas A. Stewart is a bestselling author, an authority on intellectual capital and knowledge management, and an influential thought leader on global management issues and ideas. His books include Intellectual Capital and The Wealth of Knowledge. He is the executive director of the National Center for the Middle Market at the Fisher College of Business at The Ohio State University and has served as chief marketing and knowledge officer for Booz & Company, as well as the editor and managing director of Harvard Business Review.

Patricia O’Connell

Patricia O’Connell is president of Aerten Consulting, a New York City—based firm that works with companies to devise content strategies and develop thought leadership for top management. She is the writer, with author Neil Smith, of the New York Times bestseller How Excellent Companies Avoid Dumb Things. She is also the former management editor of Bloomberg Businessweek.

Reviews

“Here is a long overdue manual for using the cohesiveness and power of design thinking to optimize every interaction your business has with its customers. You’ll not only understand why Service Design is as important as product design--you’ll have a new perspective on what makes a company unique.” —Beth Comstock, Vice Chair, GE

“Anyone who wants to get or keep customers would do well to heed the advice in these smart, incisive pages. Service design is an idea whose time has come.” —Marshall Goldsmith, executive leadership coach and author, Triggers and What Got You Here Won’t Get You There

“Tom Stewart’s and Patricia O’Connell’s exceptional book is a convincing testimony to the power of having service strategies that are as unique and differentiated as product strategies. It provides deep insights into how you can develop your customers and retain them with superior service. It’s a must read!” —Bill George, Senior Fellow at Harvard Business School, former Chair & CEO of Medtronic, and author of Discover Your True North

“It’s impossible to operate a successful business without mastering your service design, and it’s difficult to master without this book. There is tremendous wisdom and clarity in its pages, making a complex subject both inspiring and immediately useful. Woo, Wow, and Win is an essential, urgent read.” —Stan Slap, New York Times bestselling author of Under the Hood and Bury My Heart at Conference Room B

Woo, Wow, and Win is a roadmap for success in a landscape being rapidly transformed by technology and entrepreneurship. ” —Steve Case, Chairman and CEO of Revolution, author of The Third Wave: An Entrepreneur’s Vision of the Future

“Two pervasive themes cut across all sectors of the world economy: Everything is digital, and everything is a service. Woo, Wow, and Win shows how the discipline of Service Design enables any company to capitalize on these two trends to engage their customers, enlist their employees, and delight their shareholders.” —Geoffrey Moore, author Crossing the Chasm and Zone to Win

This is the book that service business executives have been waiting for. Woo, Wow, and Win shows how to make the connection between strategic opportunity, business design, and customer satisfaction. The principles of service design are the pathway to a more profitable future--and happier customers. —Ram Charan, advisor to CEOs and boards, author of The Attackers Advantage.