Woo, Wow, and Win

About the book

Woo, Wow, and Win book cover

Where to Buy

Pleasing customers isn’t enough. 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. We wrote Woo, Wow, and Win to show you how businesses of all kinds—B2B, B2C, in a wide variety of industries—are using service design and how you can too.

We reveal the importance of service design for your company and offer executives in services businesses clear, practical strategies for designing and delivering great customer experiences, from beginning to end—the kind of experiences that build loyalty and lasting relationships. The connection between company and customer is very different in services—which represent 80% of the economy—than it is when customers are buying a product. In these businesses, customers aren’t waiting at the loading dock for a product to be delivered; they’re part of the process. You may think you’re selling a service, but what you are really selling is an experience, one you design but your customer helps create and shape.



In Woo, Wow, and Win, you’ll learn that:

  1. the design of a service—the experience it creates, the value it delivers—is an essential element of strategy for every business
  2. excellence in service needs to be built in—designed into the very keel of a business—not painted on at the end
  3. great service should be free—well-designed service pays for itself and then some
  4. service design and delivery is a sustainable, repeatable, and profitable way to differentiate your company and find and serve the right customers.

Drawing on deep research and examples from industries as diverse as airlines and brokerages, hospitals and hospitality, consulting and construction, we 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, we 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 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. We outline the five principles that should guide service design and connect it to your strategy. You’ll learn how to map and evaluate all your interactions with customers; how to evaluate your ability to design and deliver great experiences; how to build innovation into your business model; and how to align your culture with the strategy and design you have selected.

Simple exercises and tools let you evaluate your current capabilities and get you started on your own journey to woo, wow, and win customers.

Copyright © Thomas A. Stewart and Patricia O'Connell. All rights reserved.