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

This webinar is now available on-demand. A link to the recording can be found to the right of this message.


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Meeting Description:
Experiences matter.
Experiences are journeys.
Journeys are designed.
*  *  *
 
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
 
Category: Branding 
Details
Date: Mon, Dec 19, 2016
Time: 02:00 PM CST
Duration: 1 hour
Host(s): American Marketing Association
Downloadable Files
 Presenter Information
Thomas A. Stewart, Executive Director, National Center for the Middle Markett
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Tom Stewart is co-author of Woo, Wow, and Win: Service Design, Strategy, and the Art of Customer Delight. He is Executive Director of the National Center for the Middle Market at The Ohio State University Fisher College of Business. Previously Tom was Chief Marketing Officer for Booz & Company and Editor and Managing Director of Harvard Business Review.
 
He has written two other books: Intellectual Capital: The New Wealth of Organizations and The Wealth of Knowledge: Intellectual Capital and the Twenty-first Century Organization. 
 
A graduate of Harvard College, he holds an honorary doctorate from Cass Business School, City University London
 

Patricia O'Connell, president of Aerten Consulting
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Patricia O’Connell is president of Aerten Consulting, a New York City–based firm that works with companies to develop content strategies and thought leadership. She is the writer, with author Neil Smith, of the New York Times bestseller How Excellent Companies Avoid Dumb Things: Breaking the Eight Hidden Barriers that Plague Even the Best Businesses. 
 
A graduate of Boston College, Patricia is twelve-year veteran of Bloomberg Businessweek.com, where she served as news editor and subsequently as management editor. There she worked with writers like John Byrne, Marshall Goldsmith, Dov Seidman, Bill George, Ben Heineman, Don Tapscott, Bruce Weinstein, and others.
 

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