As a technical industry, for the most part we have focused on training our service and maintenance technicians to complete a task revolving around the physical or technical issues on equipment. The most interesting part of this discussion is that most customers expect this and therefore it is important we can and do remedy the issues with any equipment. However, what we often miss is the emotional side of fixing the customer, or on a maintenance call, building our on-going relationships to improve our brand. We all know that there are three areas to deal with in selling 1. the emotional 2. the physical 3. the economic. But we forget number 1 or we don’t pay enough attention to the customer experience. In this set of videos and materials, we explore all the means to improving the customer experience by a technician — the why and the how-to — so a company can become the best in their market at the WOW experience and generate more sales and profits.