How do you WOW?

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Do your customers serve you or do you serve your customers? It seems like an easy answer but does your company’s culture and actions “walk-the-talk”?

At Crossroads, we have one word that encapsulates our worldview: “WOW”. Daily we ask ourselves “are we delivering a WOW experience better than anyone else?” It is this focus on the customer and their satisfaction that not only drives every chat but also our every decision for changing our business. Whether it’s a new software feature or a new way of handling a chat scenario, the first question asked is “how does this improve WOW?”

One way this recently went down (slang for ‘occurred’) at Crossroads was a discussion about how to schedule service appointments on our dealership websites. The debate was whether or not to just give the link to the service appointment form to the customer or to take their information down and send it to the service department as an email. The easy-button for us would be to say “Great! Here is a link to our service form to schedule your own appointment.” We actually did this for a while, but when we asked ourselves “How do we improve WOW?” the conversation took a hard right turn. We realized that by asking the customer to fill out their own form we weren’t serving them. We just simply gave them more work. In many cases it was the difficulty of the service form that caused them to chat with us in the first place!

So after our discussion, we made the change to ask the customer what they preferred. “Great! Would you like us to schedule a time for you or would you like to use our service appointment form?” Just this simple change has made a world of difference in the WOW experience at Crossroads. Which is to say that it’s made a huge difference in the conversion and retention of business for our clients as well.

This conversation prompted us to seek out the best service scheduling tool for automotive dealers.  After a number of meetings and vetting cycles we have formed our first vendor partnership with AdWorkz in Seattle, Washington.  Adworkz provides us the best-in-class automotive service scheduling tool with customized features to provide a turn-key experience for our chat clients.  We can now also provide several other service-based tools we would have never thought of offering.  Our focus on a superior customer experience has netted us a new relationship with another customer-centric business and has added a synergy to our business model we would have never had experienced if we hadn’t asked ourselves, “are we offering a WOW experience better than anyone else?”

I would like to know what your business does to enhance WOW. And if you can’t think of some, let me know what you think your obstacles are to WOW. Either way let’s help change the world by delivering WOW!  Checkout what is happening in the world of WOW customer service and contact us at

Posted on February 10, 2014 in Uncategorized

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About the Author

Born in 1982 Raised by entrepreneurs to work hard, work smart, work with integrity... Started helping in the family marketing business at age 12... Started first business at age 16... Sold first business at age 19... Joined family marketing business full-time at 19... 2002 Signed Ryan Seacrest to exclusive personality endorsement contract that ran 10 years... Built Media/PR platform with personalities such as Ryan Seacrest, Hulk Hogan, Manny Pacquiao, Mario Lopez... Earned two Cisco Systems certifications at 21 along with Microsoft and Google certs... Built & began Google Search Engine Marketing programs for agency in 2005 w/ $5million under management... Built #1 Web Site for help-wanted in telecom industry in 2006... Youngest member of Vistage International CEO forum in 2007 at age 25... Joined Royal Family Kids BOD's in 2008 focused on confronting abuse and changing lives... Earned BA in Business concentrating on Information Systems & Decision Sciences in 2010... Climbed Mount Rainier in 2010... Moved to Dallas and started new branch and sister co (Crossroads) in 2011... Summited Mount Whitney (mountaineers route) in 2012... Built a 24/7 virtual company in 2013 that broke even in 6 months...still growing... Changing the world one chat at a time... Writing a book... Foodie & amateur cook Tennis player - USTA 4.0 Soccer player - goalkeeper & sweeper Father of four... Husband who married up! "Culture isn't the #1's the ONLY thing"​ - James Sinegal, Founder of Costco The world is changing but the principles remain the same: Know your customer, deliver value above the cost, and a good name is more valuable than gold. Be relentless! That's it, I'm done (name the movie, get a prize).

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