Wowability

On understanding the main concept that brands need to consistently exceed expectations and delight, we need to know where they should focus on. The quantitative tools described in the Wowability book allow us to do just that by helping identify which contact points brands can first focus on, in order to achieve Wowability.

Tool 1, the Wow Score, is a survey which firstly establishes the level of importance of contact points from consumers’ point of view. Then it determines how familiar they are with the contact points and finally if these contact points have exceeded consumers’ expectations or not. The Second tool, the Wowability test, identifies how well the brand is performing in comparison to its competitors. This tool is designed to be quick and inexpensive yet highly effective. The third tool, the FAR paradigm, shows the brand at which dimensional stage it is in rather than just showing the strength of each contact point. Two matrices, FAR paradigm familiarity matrix and FAR paradigm reputation matrix, are used to map the brand.