I hear a lot of businesses talk about giving “WOW” levels of service. But I just don’t see it all that often.
I think we’re at a point now where businesses say that they’re committed to WOW levels of service only because it’s expected that they say it – as if it “WOW Service” is the default text in every website template.
I’ve railed against the assertion of giving “great service” before and I think a similar thing is happening to the word “WOW”. Businesses are devaluing the term because they’re overusing it but falling short on what it really means to WOW customers.
What does “WOW” service really mean?
WOW service should mean that you are delivering a level of service that is so unexpected and shocking that customers exclaim “WOW!”
But what it’s come to mean is: businesses are delivering exactly the same level of service that they always do, which doesn’t really set them apart from the competition and definitely doesn’t WOW the customer.
Does your WOW service really WOW?
- As the prospective customer moves through your sales funnel, do they express surprise at how much value you give away prior to the sale?
- During the transaction, does the customer express surprise at how great of a deal they’re getting?
- After the transaction, does the customer express surprise at how much you continue to serve them even after they’ve already paid?
You need to answer yes to at least one of these (and preferably all three) if you are going to truthfully claim to WOW your customers.