Summary of Woo, Wow, and Win

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9 Overall

9 Applicability

9 Innovation

9 Style


In this pioneering guidebook, Thomas A. Stewart of The Ohio State University and consultant Patricia O’Connell explain the “what, why and how of service design and delivery,” or SD2. The authors traveled thousands of miles and devoted thousands of hours to research to determine how companies can design and deliver a superior service experience. They offer a crucial parsing: the difference between customer service – which most companies regard as important – and customer experience – which most companies unconsciously neglect. The authors provide rules and principles every business can follow to enact SD2. getAbstract recommends their insights and strategies to those in the service sector, including banking, retail, health care and public services.

In this summary, you will learn

  • How to develop and nurture “service design and delivery” (SD 2),
  • How to apply its 10 core elements and five basic principles to your business, and
  • How to learn from consumers’ “Ahhh” and “Ow” moments.

About the Authors

Thomas A. Stewart is the executive director of the National Center for the Middle Market at The Ohio State University’s Fisher College of Business and the former editor and managing director of Harvard Business Review. Patricia O’Connell is president of Aerten Consulting, which helps develop content strategies.



No Guarantees

Author Thomas A. Stewart stayed at a Walt Disney World hotel in Orlando, Florida. Arriving after a long flight, Stewart was tired. He was relieved to find he could register quickly. He appreciated that the front-desk clerk was professional. She gave him his key and directions to his casita.

Comment on this summary

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    Paul Glynn 8 months ago
    Great example of a system to benchmark your company in terms of service quality
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    Leanne Pilkington 9 months ago
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    Richard Teng 9 months ago
    It really delight me, one of best book I read in 2017.
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    Constance Heffner 9 months ago
    SD clearly differentiates between Customer Service and what the customer wants to experience. CS answers the what, but companies who understand WHY are more aligned to deliver the experience. Great Article!
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    Rodrigo AGUIRRE 9 months ago
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    Ashish Agarwal 9 months ago
    It would be useful to include an example of a reputable business that does this well with quantified benefits from following this approach. I particularly like the 10 Es.

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