Your WHY Inspires and Informs Your WOW

If you want to WOW your clients, you have to understand what makes them tick. However, the subtle art of delivering exceptional client experiences is as much about you as it is about them. Don’t believe me? Try this deceptively simple self-awareness exercise: For 24 hours, as you go about your daily tasks, ask yourself: “Why am I doing this?”

The tough part of the process is being honest. Don’t let yourself off the hook with answers like, “I’m making coffee because I need caffeine” or “I’m driving to work because I need to get to the office.” Even for the most mundane action, there often exists a deeper motivation for the things you do, a motivation which I’ll call here your WHY.

Your WHY is your supreme mission. It’s the underlying element that leads to purpose beyond self. For your business, it also goes beyond just making money. When you act in service to your WHY, you feel fulfilled, energized and better prepared to create WOW moments, which Knowledge LabsTM defines as unexpected, thoughtful gestures that make clients realize you offer a level of service unique to them.

Can you tell when people you interact with are merely going through the motions? Well, your clients can tell that too.

WHY Gets You to WOW … But How?

Two examples that illustrate remarkable client experiences.

I have a friend and mentor who is a successful trial attorney. His WHY is to ensure that no one in Florida is treated the way his brother was treated by a major theme park corporation after a tragedy years ago. He intentionally tethers to that narrative daily, and as a consequence, his clients are systematically WOWed. The client experience his firm generates is second to none.

Or consider the advisor who took his wife and daughters to a Celine Dion concert in Chicago. “We’re here for the Celine concert,” piped up one of his daughters to a hotel employee. On the day of the show, a different employee knocked on the advisor’s door and asked if the family would like to join Ms. Dion privately as she warmed up on the hotel piano – with permission from the star, of course. From a WHY of bringing lifelong memories to their guests, a WOW was born.

Asking and answering WHY your team does what it does is a key to world-class client experiences and brand burnishing. Live out a sincere WHY, and your business will thrive. In an era of exclamatory texts and gushing social media posts, it’s the “sincere” part that’s key here. You don’t actually love everything and think everything is amazing, but by this point such superlatives have become habitual. It’s time for you – and your team – to focus on a WHY that is both real and actionable.

Three Steps to Discovering Your Team’s WHY

  • What makes your team unique?
  • The hero in your WHY is not you. Who is it?
  • Talk through your unique idea for WHY with five close friends who have your best interest at heart.

WHY leads to WOW, you watch.

Driving Extreme Client Loyalty

In partnership with client experience expert and author Dr. Joseph Michelli, this program helps you systemize "WOW" across your practice – helping you cultivate loyalty among existing clients and attract new business.

The Art of WOW