Designing Customer Experience: Woo, Wow and Win

Podcast

Authors Thomas A. Stewart and Patricia O'Connell talk about their book on designing the right customer experience.

Companies carefully craft the products they sell to customers, but rarely do they give the same thoughtfulness to designing what could be the most critical part of the sales process: customer experience. In the book, Woo, Wow, and Win: Service Design, Strategy and the Art of Customer Delight, authors Thomas A. Stewart and Patricia O’Connell show businesses how they can give customers positive “Ahhh” moments, instead of negative “Ow” experiences — all of which lead to “Aha” realizations by management. And pleasing the customer doesn’t mean always giving in to what they want. — Stewart, a former editor of the Harvard Business Review, and O’Connell, president of Aerten Consulting, talked to Knowledge@Wharton about these and other management insights in their book.

An edited transcript of the conversation follows. .... "