In this pioneering guide， two business authorities introduce the new discipline of Service Design and reveal why trying new strategies for pleasing customers isn’t enough to differentiate your business—it needs to be designed for service from the ground up.

Woo， Wow， and Win reveals the importance of designing your company around service， and offers clear， practical strategies based on the idea that the design of services is markedly different than manufacturing. Bestselling authors and business experts Thomas A. Stewart and Patricia O’Connell contend that most companies， both digital and brick-and-mortar， B2B or B2C; are not designed for service—to provide an experience that matches a customer’s expectations with every interaction and serves the company’s needs. When customers have more choices than ever before， study after study reveals that it’s the experience that makes the difference. To provide great experiences that keep customers coming back， businesses must design their services with as much care as their products.

Service Design is proactive—it is about delivering on your promise to customers in accordance with your strategy， not about acceding to customer dictates. Woo， Wow， and Win teaches you 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.

Whether you’re giving a haircut， selling life insurance， or managing an office building， your customer is as much a part of your business as your employees are. Together， you and customers create a bank of trust; fueled by knowledge of each other’s skills and preferences. This is Customer Capital， the authors explain， and it is jointly owned. But it’s up to you to manage it profitably.

Innovative yet grounded in real world examples， Woo， Wow， and?Win is the key strategy for winning customers—and keeping them.

作者简介

Thomas A. Stewart is the Executive Director of the National Center for the Middle Market, the leading source for knowledge, leadership and research on midsized companies, based at the Fisher College of Business at The Ohio State University.

Before joining the National Center for the Middle Market, Stewart served as Chief Marketing and Knowledge Officer for international consulting firm Booz& Company (now called Strategy&). Prior to that, he was for six years the Editor and Managing Director of Harvard Business Review, leading it to multiple finalist nominations for a National Magazine Award. He earlier served as the editorial director of Business 2.0 magazine and on the Board of Editors of Fortune magazine.

A twelve-time participant in the World Economic Forum, he is the author of two books, Intellectual Capital: The New Wealth of Organizations and The Wealth of Knowledge: Intellectual Capital and the Twenty-first Century Organization, published by Doubleday Currency in 1998 and 2003, respectively. His new book, Woo, Wow, and Win: Service Design, Strategy, and the Art of Customer Delight (co-authored with Patricia O’Connell), will be published by Harper Business in November 2016.

Patricia O’Connell works with CEOs, boards of directors, and other senior executives of leading global companies to develop and execute content strategy, speaking platforms, and results-driven thought leadership campaigns. She helps to define corporate culture, illustrate strategic/competitive advantage, and identify a unique voice for today’s complicated, highly fragmented media and influencer environment. She is the writer of the New York Times best-seller, How Excellent Companies Avoid Dumb Things. She held senior managerial and strategic editorial positions at Businessweek.com before starting her content strategy practice. She is a long-time resident of New York City.