Latest Thinking

The Power of Price Points

Segmentation makes implicit the customers’ responsibility to co-create their experience. If you don’t like the lack of bells and whistles in basic economy, upgrade next time. (Originally published by strategy+business.)

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The Legacy of IKEA Founder Ingvar Kamprad

Many elements come together to forge part of IKEA’s success: its ruthless dedication to setting and meeting customer expectations. It doesn’t promise luxury, but it does promise style, practicality, value, and adventure — and delivers on those promises. (Originally published by strategy+business.)

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Happy 50th Birthday, ATM

It was 50 years today — on June 27, 1967, a few weeks after the Beatles released Sgt. Pepper’s Lonely Hearts Club Band — an innovation came out of England that transformed an industry and changed consumer behavior around the world. (Originally published by strategy+business)

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The Key to Creating Great Customer Experiences

Customer experience has become the battleground for differentiation as companies compete in an increasingly commoditized world. Businesses of all kinds — online, omni-channel, old-school brick and mortar, B2B and B2C — recognize that product, price, and brand aren’t enough to gain the attention of fickle customers and discerning clients, let alone earn their trust. (Originally published by Linkedin.)

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About Us

Thomas A. Stewart and Patricia O’Connell are co-authors of the bestselling book Woo, Wow, and Win: Service Design, Strategy, and the Art of Customer Delight. Drawing on their combined experience as management experts, thought leaders, and journalists, Tom and Patricia offer groundbreaking insights into how companies create memorable, differentiating customer experiences that boost reputation, customer satisfaction, and the bottom line.

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Download A Free Excerpt


Sign up to read our Five Principles of Service Design, along with the introduction to our book, Woo, Wow, and Win!

You'll also receive occasional emails announcing new articles and resources.

Please check your email box for the download link