I come across two questions whenever I talk about delivering WOW to customers. First questions organizations have is, “How do we deliver this WOW”? And the second one is “How do we do it consistently”? I will take them one by one.
The first step to deliver WOW is to decide where you would like to deliver the wow? Which TouchPoints you would like to focus on? Which TouchPoints would differentiate you from competitors and give you most advocates? Once you decide the TouchPoints, you need to define the exact experience you would like to deliver. And then work inward on people, processes and systems to deliver that predefined WOW. A wow experience can be delivered by focusing on some very simple things as well like addressing people by their name when they call your contact center, calling back customers after an interaction with your organization to know how their experience was, increasing the speed of service, empathizing with them or using technology to create personalized experiences and designing services keeping the customer persona in mind. As I write this, there are so many experiences that come to my mind. Maybe, I will write another blog for that.
Delivering WOW consistently
There are a few challenges in delivering WOW to customers on a consistent basis like developing a WOW culture across the organization and keeping employees motivated at all times. Also, delivering wow every time raises the expectations of your customers so you have to surpass your own benchmarks. This can be a daunting task for any organization and the key is to keep employees engaged, sensitize them to customer issues, create a sense of belonging, empower them and design processes for formal and informal rewards. And while doing all this, be sincere to your customers as well as employees.
Bottomline: Delivering WOW needs an active outside-in approach. It is not an outcome of your processes or a CRM system.