I worked with an organization which puts on an incredible
yearly event organized by a committee – which are members from and serving a
group of non-profits. The purpose of this annual event is to showcase and support
over 200 local non-profit associations. In addition to booths, they have races
and other events and hundreds – yes hundreds of people participate.
At their request I spoke to the group some days before one
of their events and tried to inspire them to bring “WOW” to their booths and
their promotional literature and explanations. Here are some excerpts from my
talk – which by the way was highly interactive.
Of course the answer was to create an experience that was
unique, quality, with great attention to details and without skimping. The
better the quality the more the WOW.
- What is WOW?
- What is the purpose of this organization?
- What makes an experience memorable?
- How do you create WOW?
- What are some of the factors that take
something from ordinary to extraordinary?
- Can we go above and beyond?
Events need to appeal to all five senses, they have to be
unique and show your brand in its best light. It has to be special enough so
that people go away talking about it and telling others they must be sure to
attend next time.
Mediocre doesn’t excite. Mediocre cuts corners and “saves
money” at the expense of losing new money. Mediocre picks cheap caterers
because they are cheap. Mediocre says let’s not create a mess – whereas
excellence says, let’s have a clean-up committee so that we can clean up the
debris from balloons and other theme-related items.
Mediocre says: “let’s do the minimum we can get away with.” WOW
says: “let’s make every aspect of this special and excellent.”
Wouldn’t you rather attend events that are filled with WOW?
WOW - Customer
Service at its Best
During my travels recently to Dubai and Africa, everyone we
met – but especially in Africa – whether in the hotel, the stores, or on Safari
exuded the very best in customer service. Each person we encountered was
gracious and pleasant, anxious to please. They were not phony, not
condescending, but truly willing to be of service.
Our guides were highly educated and well trained. Their goal
was to provide us the most interesting experience we could achieve during the
time we were in their care. They each went out of their way to find the right
locations to show us the animals we wanted to see. For me it was always the
lions. My niece, Gabrielle fell in love with the hippos.
In the dining halls, everyone catered to the specific needs
or allergies of the guests. Learning about them, they remembered them meal
after meal – never failing, for example, to create gluten free dishes for my
Our agents at the airports made sure all the details were
well handled and we got on the right planes (lots of little ones) at the right
Not only was it what they did – it was how they did it. It
felt to me, always aware of and probably too critical of customer service – that
this came naturally to them. They were proud of their jobs and pleased to
Compare that to how often we experience serving staff with
attitudes that make us think they think they are doing us a favor.
Let’s bring back customer service – internal and external –
at its best. Let’s really try to do our
WOW – excellence – again.
My perpetual theme.
Labels: brand, customer service, excellence