[Book Excerpt] What + How = WOW

This book is for anyone who communicates, which is everyone. It will assist organizations to develop the means for their team members to improve their communication skills. It will guide individuals to take control of their destinies and provide a framework for developing superior customer relation skills.

WHAT + HOW = WOW is a method of practicing excellent communication, which is the cornerstone for every single action we perform. By utilizing the WHAT + HOW methodology, a framework for future development is set in place. For those with a passion for excellence, WOW experiences will follow and it is the WOW experience that ultimately is the yardstick for success. The WOW moment is a special place in time when the impact of your actions has the other person so excited they cannot stop speaking about the experience. It is the WOW moment that all customer service professionals strive for and WHAT + HOW = WOW provides the framework for achieving WOW moments on a consistent basis.

Implementing WHAT + HOW is a serious investment for a company or an individual. It takes a great deal of practice to make it work, but when WOW is mastered it can lead to a hefty return on investment. There is much practice and commitment that the parties need to make.

RETURN ON INVESTMENT. I find it exhilarating to see companies striving for the WOW moment, delivering outstanding communication to both their internal clients (teammates) and external clients (who they are delivering their product or service to). It is so exciting to see the results of successful WHAT + HOW implementation. The companies that have integrated the concepts of this book into their company’s routines have:

• Enhanced the communication process between teammates

• Increased their employee morale

• Improved sales by finding new opportunities

• Increased bottom line

WHAT + HOW is a passion. I practice what I preach. Later you will learn about taping and grading yourself. This is something I do on a weekly basis to maintain an edge. I am passionate about this topic because I know what it can do for organizations. My greatest satisfaction is going back to companies with which I have previously worked for and seeing them implement WOW and achieving extraordinary results. I love to sit down with their teammates who have gone through this program and learn how they have integrated it into their daily routines. Even more exciting is to see how it is enhancing the careers of each individual and how that translates into increasing their company’s bottom line

If you have the dedication and the guts to WOW, it can become your passion also and with it will come monumental results. You too, can make WHAT + HOW a passion and part of your daily routine. Whether it is at work or at home, life is about communication and WHAT + HOW provides the framework for taking your communication to a new level.

ALL COMPANIES. The WOW system is not only for large corporations, but can and has been successfully implemented in the two-person family business. Throughout the book I use examples of organizations that have made a commitment to customer service. Some of these organizations include: Advance Realty, Commerce Bank, Springer Pest Solutions, The Gale Company, Rottler Pest Control, Valcourt Building Services, and Griffin Pest Control. All of these companies have implemented WOW to inspire their work forces and enhance their communication with their internal and external clients. Although I have worked with large organizations, much of my time has been spent helping small family-owned businesses gain the competitive advantage in utilizing communication. Hailing from a second-generation family-owned business, I understand the challenges faced by small businesses. Whether you are a large multi-national conglomerate or a small business the precepts of WHAT + HOW = WOW apply and can be successfully implemented into an organization. All it takes is an understanding of the process and a commitment to excellence and the result will be a consistent outstanding impression to your clients time after time.

THE DEFINITION OF WOW. Whenever I speak the first question I am asked is, "What is WOW, what does it stand for?" The letters W-O-W do not stand for anything, but put together they spell WOW and that is what communication is all about. The Merriam-Webster dictionary defines WOW as, "an exclamation of astonishment or admiration …a sensational success…to impress or excite greatly."

I use a very simple definition when determining if we have achieved a WOW moment. My definition of WOW is quite different than Merriam-Webster’s, "WOW is achieved when the experience makes such an excellent impression with the receiving party that it is shared with family and friends. When striving for WOW, the by-product is an incredible experience, which impresses everyone with whom we come in contact."

This definition of WOW is the essence of this book. It is how we go about trying to achieve those WOW moments that is so important. How we communicate on a daily basis creates the number of opportunities we find to WOW each other. This is not limited to customer service; it is a form of communication — a way of life. But WOW is really not that simple.

THE WOW MOMENT. I liken WOW moments to a grand slam in baseball. When Barry Bonds steps to the plate he has a chance to hit a home run each time. Yet the opportunity to hit a grand slam only occurs if three runners are on base; when this opportunity presents itself the opportunity for WOW is present. If Barry Bonds hits a grand slam, he is guaranteed a highlight on the 11 o’clock evening edition of ESPN SportsCenter, but if he hits a home run the highlight may or may not be shown. The guaranteed spot on SportsCenter is the equivalent of "when the experience makes such an excellent impression with the receiving party that it is shared by family and friends." The by-product is the home run or simply getting on base. We do not want to strike out in our communication and if we practice our skills then we are often likely to be on base. This is the by-product portion of the definition, "When striving for WOW, the by-product is an incredible experience, which impresses everyone with whom we come in contact."

I love WOW moments, but just as much I love the by-product. Striving for the WOW moment leads to one thing — outstanding customer service — that’s what it is all about. And although the result is aimed at customer service the other result is a change in the way we communicate day to day in our daily lives. We notice things about communication styles we were never aware of and our ability to effectively communicate provides us with outstanding results in our daily lives.

WHAT + HOW gets us to those WOW moments that we should treasure and strive for in everything we do.