A couple of years in the past, Gail, my daughter Marissa, and I spent three weeks in Italy. It was our first go to. I had excessive expectations, however I nonetheless wasn’t ready for the heat of the folks or the richness and number of wine and meals. I felt like day-after-day was a brand new and even higher expertise than the day earlier than.
The spotlight of the journey was our keep in Castello Banfi in Tuscany.
All the pieces about Banfi was superb. Our rooms have been luxurious—spacious with beautiful finishes, superb linens, plush towels, and home windows opening to Banfi’s huge vineyards. We toured the world-renowned vineyard, certainly one of Europe’s largest. We sampled a number of of their wines, together with my favourite, the Banfi Brunello di Montalcino.
The spotlight of our go to was a cooking class. (I can’t consider I’m scripting this—a cooking class!) When the ladies stated they needed to do it, I rolled my eyes. Whereas I take into account myself a foodie, I’ve by no means actually loved cooking—not less than not earlier than my expertise at Banfi.
We met Chef Domenico Francone at a country however stunning farmhouse subsequent to one of many vineyards. It appeared like an image out of . We have been shocked—and delighted—to find that he was the pinnacle pastry chef on the resort’s principal restaurant. (After our go to, he was promoted to Government Chef of that very same restaurant.)
He was heat, humorous, and affected person. His English was glorious. He assured us that we have been going to have a good time collectively—and we did.
We cooked a luxurious four-course meal, together with pappa pomodoro with maremma bufalo burrata, tagliatelle with chianina ragout, veal filet with porcini mushrooms, Banfi plums and potatoes, and a chocolate lava cake.
After we completed cooking, we ate our meal collectively on the shaded porch, whereas the chef waited on us. He paired every course with a special wine. All the expertise took four-and-a-half hours, and I savored each second of it. It was really a wow expertise—most likely certainly one of my high three of all time.
What Is Wow?
In my e-book, Platform: Get Seen in a Noisy World, I spent the primary part of the e-book speaking about wow experiences. It’s one thing that has at all times fascinated me. I shared in regards to the significance of making them and easy methods to engineer them to your prospects and prospects. This has turn out to be so necessary to us at Michael Hyatt & Firm that Relentless Wow is now certainly one of our eight core values.
Right here’s how we outline it:
We create interactions, merchandise, providers, and experiences that exceed our followers’ and prospects’ expectations.
That final phrase (expectations) is the important thing. Creating wow is all about exceeding the expectations of your audience. Let me clarify.
When folks encounter you, your organization, or your merchandise, they arrive with a set of expectations. These expectations are knowledgeable by their previous experiences and, maybe, their hopes for the longer term. They’re largely unconscious. Nonetheless, they’re actual and form their notion of what you must supply.
Should you don’t meet their expectations, they’ll be dissatisfied. Should you fall actually brief, they could even be indignant. That is the principle cause we fail to shut the sale or retain our prospects. Folks is not going to do enterprise with firms that disappoint them.
Should you meet their expectations, they’ll be glad. At one time, buyer satisfaction was sufficient. In actual fact, that was the objective. However right this moment, that’s not enough. Based on Microsoft, customers worldwide had 54 % greater customer support expectations in a latest yr than they did only one yr prior. The stakes are getting greater on a regular basis. You should supply extra.
Now, in case you exceed their expectations, they’ll be wowed. That is the realm of shock and delight. That is additionally the sort of expertise that creates buyer loyalty and referrals. When folks expertise wow, they will’t assist speaking about it.
Relentless wow is why I’ve been a loyal Apple buyer for fifteen years. It’s why I’m on my third BMW and intend to purchase one other one subsequent yr. It’s why Gail and I spend a few weeks a yr vacationing at Blackberry Farm in East Tennessee and will certainly return to Banfi.
Now you could be tempted to argue with my particular product selections. In any case, there are cheaper options. Different merchandise could even have extra options. However to this point, none have created the sort of total buyer expertise that these have for me.
Wow can also be nice for the underside line. Present analysis signifies that 55 % of consumers are keen to pay extra for a assured good expertise. And 86 % pays extra for an upgraded expertise. And so they’ll speak about it. Seventy-two % of customers will share their constructive expertise with six or extra folks.
If you need extra prospects and hope to retain those you might have, you must get actually nice at creating wow experiences.
So, How Do You Create Wow?
It isn’t that tough to create wow in case you have a course of for doing so. Right here’s my five-step course of. By the way in which, I’m going to make use of the phrase product to maintain it easy, however this is also a service.
Step 1. Decide a product: What’s the services or products for which you wish to create a wow expertise?
Step 2: Make clear the result: What would you like your prospects or prospects to really feel on account of their expertise together with your services or products?
Step three: Checklist buyer expectations: What particular expectations does your typical prospect or buyer have for this product earlier than they encounter you?
Step four: Perceive failure to fulfill these expectations: What does failing to fulfill your prospects’ or prospects’ expectations appear to be?
Step 5: Plan to exceed their expectations: What does exceeding your prospects’ or prospects’ expectations appear to be?
Just lately, Pete Vargas had me on his podcast, Contained in the Inexperienced Room. It’s a podcast for audio system and occasion planners. He had simply attended our Centered Chief occasion in Nashville and, in his personal phrases, was “blown away on the degree of excellence” he skilled. He requested, “how do you produce an occasion like that?”
I began by quoting Oprah, who as soon as stated, “Love is within the particulars”—and it’s. On the subject of wow, each element issues. I then defined how we utilized my five-step course of to this expertise.
Step 1. Decide a product. On this case, it was our Centered Chief convention. (In my e-book Platform, I give the instance of reengineering our workplace foyer.)
Step 2: Make clear the result. We at all times purpose for transformation. Our objective just isn’t merely transferring data. It’s not even facilitating utility. No, we wish folks to expertise transformation. Specifically, we wish folks to depart the convention feeling sure they will lead with larger confidence, executing in opposition to their most necessary targets and doing so by truly spending much less time working.
Step three: Checklist buyer expectations. At this level, we wrote out a listing of the particular expectations folks have after they come to a convention like ours. For instance:
They count on to be jammed collectively in seats which can be too shut collectively.
They count on to take notes on their laps, most likely in their very own planner or on a authorized pad.
They count on rare breaks and dangerous espresso.
They count on poorly merchandised merchandise in the back of the room.
They count on good, however not nice displays and mediocre slides.
They count on to have to determine easy methods to apply what they study on their very own.
Step four: Perceive failure. If we met these expectations, nobody would have been dissatisfied. However they definitely wouldn’t have been wowed both. And worse, the probability of them going deeper with us within the buyer journey could be unlikely.
Step 5: Plan to exceed their expectations. This was the enjoyable half. We thought-about every of the client expectations and brainstormed methods to exceed them. For instance:
As an alternative of jamming collectively the seats, we made certain we had comfy chairs and gave folks loads of area.
As an alternative of forcing folks to take notes on their laps, we offered classroom fashion tables. We additionally offered a fantastically typeset, full-color convention pocket book. It was designed to information them by way of the educational expertise, serving to them apply what they realized, and facilitating the transformation we have been after.
As an alternative of rare breaks, we offered loads of “white area,” with breaks each hour. We additionally blended up the educational modalities, together with lectures, private workout routines, small group discussions, and open Q&A. We additionally introduced in a specialty espresso vendor who offered glorious espresso and quite a lot of snacks.
As an alternative of poorly merchandised merchandise in the back of the room, we created a Full Focus Retailer, which was like a high-end bookstore that was well-lit and well-staffed with individuals who know our merchandise inside and outside.
As an alternative of excellent displays and mediocre slides, we did our greatest to offer nice displays and professionally designed slides.
As an alternative of letting our attendees attempt to determine easy methods to apply the content material, we labored onerous to create frameworks, fashions, workout routines, and instruments to allow them to internalize what they realized.
Once more, this is only one instance, I’ve used this very same framework to put in writing my books, plan our annual worker retreats, develop our programs, and even design our workplace. I’ve used it in my private life too, particularly for creating extraordinary experiences for my household.
How Can You Apply It?
So the place might you create extra wow in your corporation? How might you are taking a services or products to the following degree and exceed your prospects’ expectations? The place might wow make the most important distinction?
And by the way in which, this framework works for nonprofit organizations too. This contains church buildings, synagogues, healthcare organizations, and even academic establishments. Every has members, donors, or sponsors. In actual fact, in some methods, it may be simpler in these industries as a result of folks typically include very low expectations. If you wish to stand out, bake within the wow!
Should you’re critical about creating wow, I counsel you schedule a few hours together with your workforce and brainstorm the chances. Determine one services or products and objective to take it to the following degree. It’s definitely worth the effort, particularly if you wish to ramp up the expansion of your corporation and go away the competitors within the mud.