Woo, Wow, and Win: How Five Principles of Service Design Will Shape the Future of Marketing

Date: On Demand CST

Presented by: American Marketing Association

Key Takeaways

  • How to design a customer experience that expresses your value proposition at every touchpoint, every time 
  • The nine service archetypes that should shape your marketing and service-design strategy
  • How to fill in a "report card" that grades your ability to delight customers in the key areas of customer experience and technical/operational excellence
  • How services must be developed and marketed differently from products
  • How design thinking is transforming marketing from a function to a system that should be as pervasive in an organization as the circulatory system is in an organism

Experiences matter.
Experiences are journeys.
Journeys are designed.
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The art of customer delight differs in service businesses--and, for marketers, services are a new frontier in both theory and practice. In this webinar, Thomas A. Stewart and Patricia O'Connell will share insights from their new bestseller Woo, Wow, and win: Service Design, Strategy, and the Art of Customer Delight. 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. Drawing on examples from  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 because customers are as much a part of your business as your employees are, they demonstrate how to enlist customers as collaborators in your success, and use service design to set their expectations—and meet them in every interaction, in every channel, every time.

 Woo, Wow, and Win teaches marketers 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. 

 Woo, Wow, and Win provides far and away the most comprehensive advice I have seen for designing and operating service companies. It is a book I hope every leader in every service business reads and acts upon.” — Tim Brown, CEO of IDEO and author of Change by Design​

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