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This business coaching course is about ways to continually create customer wow.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Real World Action: By Wowing Arthur, they created a raving fan who told everyone about his positive experience.
  • Real World Action: Disney created the WOW by giving Arthur something he did not expect.
  • Lesson Nugget: Start with "What is the customer's experience?" and then figure out how to give them more.

[MUSIC PLAYING] customer service like zappos, customer service training

-Now during this customer service training, what companies in your mind are known for wowing customers? So someone that I thought of was-- I thought of Whole Foods, Apple-- you've got Southwest Airlines, Starbucks. Are there companies that look to and go, man, they set the standard.



-Disney's phenomenal.

-Now this is an example of wowing the customer. You told me a story the other day at church, which just blew-- I think Noel, your wife, your beautiful wife, told me this story at church. You're going to Disney World and somebody got sick?

INTERVIEWEE: Yeah, one of my son's got dehydrated. It was towards the last days of Disney. And we said, hey, let's go. Let's get the Park Hopper pass, which is an upgraded pass so that you can go from park to park. So we're going to go to every park.

We got on there-- again, I have six kids-- and we went about 30 feet into Main Street, and he threw up everywhere. Just right there in the middle of Main Street. So, I apologize, Mickey. You had to clean your shoes, but that's how it works.

-You get it on his shoes?

-No, actually. But, he might of. So anyway, we went-- we stayed in that one part for the rest of the day and we made sure we took care of her son and too him in the air conditioning. Got water in his system and everything was fine. But I thought, you know, I paid for an upgraded service, but I wasn't able to do it because my son got sick.

So I called and said is there a way that I can-- we had a good time, we had fun, but can I get a refund on that part? It probably would have been a refund of about $200. And they responded with send us the information, send us your tickets, and I sent it all to them. And they were verifying that what I was saying was accurate.

And then they asked me, so, are you telling me you didn't have a magical time? And I was like, well, my son got sick. I guess we didn't, but the rest of the day we had a good time. So she turned around and said, well, because you didn't have a magical time on that day, and I know on the day before that, you guys left early. And I said well, we did leave early because my kids were all worn out.

And she said, so, we're going to go ahead and send you two free all day Park Hopper tickets for your entire family, which there's eight of us. I think it was an $1,800 value or something of that insane nature. So that next time you can come and have a magical experience, and we did. And we went back a couple years later, I told hundreds about the story.

And when I look at that, I always go to that which Chick-Fil-A saying I remember what Disney did for me. And I walked away going that's amazing.

-Now I'm going to give-- we're trying to help the folks out there that maybe have a business and they're having a hard time-- people always say you need to generate word of mouth. You ever talk to a business owner, they'd say, well, if you ever talk about a successful company, they say, well, all of our business comes from word of mouth.

Well, that's wonderful, but how do you generate the word of mouth? And so I'm just trying to give some ideas here maybe to help the entrepreneur out there that feels like, well, that's great for Disney, and that's great for Chick-Fil-A, but what about for my business? And so one of the companies I work with is an appliance store. And in this appliance store, I convince these guys to start making fresh baked cookies every single day.

They have all these great appliances. I'm like why don't you fire them up, make cookies, have milk. People come in, offer it to them or put out a tent out front and do some fun things. Do inflatables for the kids on the weekend. And they're going, we're an appliance store. Why would we do inflatables?

And I'm like humans buy appliances, and usually the humans who buy the appliances are the wives. And usually, the wives have the kids, and if the kids come, [INAUDIBLE]-- and they're just having a big, booming year because we've got the inflatables and cookies in an appliance store.

So let's pretend for a second you put on the hat-- thinking cap for a second. You and I go in together and we buy Arthur's Muffler Shop.


-How can we wow the customer? What are some ideas you would have towards-- instead of just giving me an invoice where it's printed out on that old school paper and was like--


-And it's half greasy.

-Half greasy and the guy with the fingers that are all dirty, and he's typing on the computer keyboard. Just nasty, and he types with the two fingers. How do we go from there to wowing the customer? We just replaced the muffler. [INAUDIBLE]?

-Well, I would say let's start with what is the experience when the person walks in? The person is expecting-- I mean, no one's thrilled to go to a muffler shop. You already know you're going to have to spend some money. You already know that you're going to have to do something you didn't want to do.

-So we're walking into the muffler shop, OK? We're walking in.

INTERVIEWEE: Got a multi-purpose building there.

-Let's pretend this is our lobby. For some reason, it's doing a lot of Chick-Fil-A business, too-- no. Look at this. You got this muffler shop. You walk in the entrance here. Talk to me about the experience that you would create here for a muffler shop.

-So for me, when I walk into a lot of muffler shops, I would walk in-- you'd probably smell the smell of gasoline or oil. And so, what does it smell like?

CLAY CLARK: OK, so let's go with smell. So you would-- we don't have to get into the specifics tonight. Maybe-- unless you want to. But we wanted to talk about the smell.


Watch more customer service training at Thrive15.com

Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Lesson Nugget: Make sure your customers first point of contact is someone you feel represents your business well.
  • Lesson Nugget: To find out how to WOW, first break down what EXACTLY the customer experience is like.
  • Lesson Nugget: Your customers are probably humans. Make sure their experience is something humans would enjoy.


CLAY CLARK: What would you make it smell like?

-Well, fresh cookies is one thing. We have an appliance store that has great ovens.

CLAY CLARK: Cool. So we'll go with cookies. Great. Smell. What's next thing you'd do?

ARTHUR GREENO: I would look at who do you have running that front register? Who is the first point of contact?

CLAY CLARK: Mm. So what do you see?


-Now, real talk. Talking real. Something offensive for some people. I was working with a small business and we had the least talented person, maybe in the world, who they were like, well, we'll just have them do the front desk because there's not really any other discernible skills. We'll just put them up front. Well, this is a major, major company. They put him up front. Well, it broadcasts-- when customers come in and see this person, that's their first impression.

ARTHUR GREENO: Absolutely.

-And they put somebody who was, like, somehow related to the owner, who everyone in the room knew should be fired. They put him up front and this person's, like, eating Cheetos and people are coming in. It looks crazy. You're saying put a credible person upfront?


-OK. What else would you do? So we're going to go and staff this with a decent person. I'm going to put staff with a smile. What are we doing next?

-Well, if we're really trying to wow them, as soon as they come in, offer them a drink or offer them a cookie.

-OK. So you're going to offer them some-- maybe we could put down here the taste. What's the taste like here? And then we're going to go with like a drink. We're going to go with some sort of food, I guess here.

ARTHUR GREENO: Because they're going to be waiting on their muffler anyway.

-Now there's a place in Austin, if you guys in Austin are watching this, and I know you are, there's a dermatology business in Austin. And these guys provide an unbelievable amount of free food when you're there for your dermatology appointment. You and I go to a doctor's appointment, we don't want to wait.

No one likes go to the doctor and reading those old People magazines from 4 months ago. And these guys have wraps, they have sandwiches, they've got fruit displays.

And people ask, well, you're a dermatologist. Why are you catering food? And they're like, well, people like to eat. And that's what they do.

So you're saying in our muffler shop-- Arthur's Muffler Shop-- woo hoo-- you wood, even right there, talk about the drink, the food, the staff, the cookies. What else would you address?

ARTHUR GREENO: I would-- well, it's the ambience.

CLAY CLARK: The sound, maybe then?


-So ambience.

ARTHUR GREENO: What type of music do you have? Do have no music? Do you have--

-Gosh. I think you're helping somebody right now. So music. Real talk. I went into a restaurant the other day-- no music. Just no music at all. It was one of these downtown restaurants. I don't know. No music's odd. It's awkward. I know when we record this even, when there's no sound or background music, it's, like, you go, oh, man, it's quiet here.

No music's odd. It's awkward.


I know when we record this, even, with no sound or background music, it's like, oh, man, it's quiet here. So music. What kind of ambience would you play in Arthur's Muffler Emporium?

ARTHUR GREENO: Something that's relaxing because you're already uncomfortable. I mean, let's face it-- most of the people who go into a muffler shop probably aren't experts on mufflers. So what is--

CLAY CLARK: So relaxing.


CLAY CLARK: Like Sinatra? Nat King Cole? Maybe something like that? Kind of a--

ARTHUR GREENO: Absolutely.

-OK. So we're going to do some Sinatra. OK. Now some other things I want to ask you here. You are famous for making your Chick-fil-A stand out. So during the holidays, you've got holiday lights everywhere. You built the world's largest ice tea out in front of that place.

-I did.

CLAY CLARK: You built the world's largest snow cone, I believe, out in front of that place.

-We did.

-You've done some things. Would you do anything to make your muffler shop-- if this is the highway right here, would you do anything to make your muffler shop stand out?

-Oh, absolutely. We call it visual noise.

CLAY CLARK: Mm. Visual noise.

ARTHUR GREENO: What kind of visual noise do you have on the outside of your restaurant?

CLAY CLARK: You're helping somebody here. What kind of visual noise would you recommend, bro?

-Well, you had talked earlier about inflatables. It just depends on what you're looking for. You could put flags out there.


-And if you're battling the city on the flags, put American flags on there. They probably won't stop you from putting an American flags. But if you see five American flags flying in front of a place, that's going to make you think about that place.

-Can you put communist flags, or you want to stick to--

ARTHUR GREENO: You can put them--

-You don't want to do North Korean Flags. Primarily American, patriotic. Now real quick-- I want to make sure because I'm being serious though for a second. The reason why you're putting American flags is because what again?

ARTHUR GREENO: City ordinances. That's my secrets right there. Is city ordinances sometimes are restrictive on things but a lot of times on American flags, they're not as restrictive. But you want people to see your place of business and get that visual noise.

CLAY CLARK: And for all the people watching this right now who are concerned about the municipal governments in which you live and the local-- I have found that it's always better to call ahead and to discover how big the fine is and to find if you'll be able to bring enough revenue in to, really, dwarf that fine. That's kind of how I make my decision on what ordinances to file. I'm not saying that you said that. That's just what I do. But I'm a sick freak.

Featured Coaching Excerpt - Notes & Transcript, Part 3
  • Lesson Nugget: Wowing your customers will reduce the importance of their objections to doing business with you.
  • Ask Yourself: Are you "saving your way to success" at the expense of your customers experience?
  • Lesson Nugget: Wowing your customers generates word of mouth that advertising dollars can't pay for.


-What else would you do to really create the ambiance that you're into here? Anything else? I'm thinking here the bathroom at this muffler shop is always a disaster.

ARTHUR GREENO: Absolutely.

-I'm a dude. You know how we go to the bathroom as dudes. There's kind of a stand up method we go with. Now I'm in the dude's restroom at the muffler shop and I'm finding myself wanting to quarantine myself and maybe look for an outside location or something, because the bathrooms are so gross.


-Would you jazz up that bathroom a little bit, bring some funk, bring some--

ARTHUR GREENO: Absolutely.

---ambiance to the bathroom.

ARTHUR GREENO: Yeah, let's make it a little more comfortable, a recliner, toilet, you know.

CLAY CLARK: Oh, really? Wow. OK, so let's put a nice--

ARTHUR GREENO: We really want to wow them.

-OK, now real quick, just by doing this, I don't care what city you're in. If you're watching this right now, you own a muffler shop or any kind of business at all really, if you went through this checklist and you said, how does my office smell, how does it look, how does it taste, how does it sound, where are the visuals; you're already going to experience a little bit of a wow.

Now what I always tell customers, and I work with my consulting clients they say, well, how do we know when we're done adding stuff? And I say, when the customer says, wow. And they go, what do you mean? I say, well, at the house we used to have at 89th and Lynn Lane there in Broken Arrow, it's a big old 6,000 square foot house, big old thing. And we just kept decking out the place to make it awesome until customers would pull up and go, wow. And people would make a buying decision before they even met us. They would walk in and go, wow, is this your office? That's what you want is that wow.

Is there anything else? Andy kind of tricks that you would put in here to get that wow?

ARTHUR GREENO: Well, first of all, I don't look at those as tricks. A lot of businesses what I call, the phrase I like to use is they're trying to save their way to success. So they don't want to invest in the cookies. And they don't want to invest in that person out front or drinks or having a flower bed out front or whatever it may be. They don't invest in that, but it's so important that they invest in that, because when that person walks away, you talked earlier about word of mouth, all of a sudden you've got word of mouth. And you don't have to put an ad in a newspaper that you're going to get no results in. Instead, you're spending that same $100 and you're giving away $50 worth of cookies that month.

-Yeah, so you're saying is it's not really a trick, you're more just investing in the atmosphere. Now let's look at the cost just real quick for the business owner who says, I have $7. And I can relate to you, because I worked at Applebee's and Target. I know you started with nothing, too. We've all come from somewhere to get where we are today.

On the cookies, we're talking about the cost of maybe like $50 a week. I mean if your making a lot of cookies, right?

-That's a lot of cookies, but yes.

CLAY CLARK: But you are getting crazy. Now the staff person, that's just a matter of staffing. So I can't really tell you what the cost is. I can just say that if you've got a dude working upfront or in the back that's really pretty rough looking, you don't want to have him up front there.


-So really in terms of cost, putting cookies in your restaurant or putting cookies, in this case, in your muffler store only costs maybe $50 a week. But people leave and they tell their friends, oh my gosh, this place had some cookies.

-Especially in social media. They will-- you know what? I just went there, I'm at Arthur's Muffler Shop enjoying a cookie. This is amazing.

-I see this all time, and this is an example. There's a local business I work with, it's not in Tulsa, but it's on the West Coast there and I work with these guys. And their store every single day somebody calls the owner and says, hey, no one's here for this shift. Hey, we're out of these certain retail products. Hey, no one's here to open the door. Hey, we have a customer that's frustrated that we're out of this product. And then they focus on trying to sell the cheapest price possible for these appliances. They try to focus on the cheapest price possible. And I've talked to these guys, and if they would do this, it would totally change the way they do business.

ARTHUR GREENO: Absolutely.

-Why don't they do it, Arthur? Because you've met, I bet you dozens and dozens of business owners have come to you and said, how do you always create that wow at Chick-fil-A? Because you're known all over Tulsa as being the guy who creates that experience. Why won't a business owner, why would a guy who owns a muffler shop be focusing on cookies, what people smell, what people see, what people taste, what people hear, what people see? Why aren't they doing that?

-I think a lot is just the mentality of really saving their way to success. And people don't get it. They're nervous about it. It's not the normal thing. They'll waste their money on all kinds of advertising, put stuff on the radio, but, yet, if they took that same amount of money and put it in there, then they would see a better result. And, of course, then they can sell their products for more. Then they can afford the staff that's going to stay there on a regular basis. There's a lot of solutions that come from being able to market your product better.

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