You can’t create a positive viral buzz merely by meeting customer expectations, says marketing consultant Andrew Ballard. After all, it’s expected.

If you want your customers to sing your praises, you have to do far better than meet their expectations; you literally need to WOW them. Think back to a time when you had a customer experience that actually made you say “wow.”

Your company’s wow factor will need to be big, but the most effective wow factors are served one customer at a time. So bring your team together and talk about what your company could do to really wow your customers.