{"id":163039,"date":"2026-03-03T11:14:48","date_gmt":"2026-03-03T11:14:48","guid":{"rendered":"https:\/\/www.phorest.com\/?p=163039"},"modified":"2026-03-03T11:14:48","modified_gmt":"2026-03-03T11:14:48","slug":"the-art-of-the-wow-experience","status":"publish","type":"post","link":"https:\/\/www.phorest.com\/au\/blog\/the-art-of-the-wow-experience\/","title":{"rendered":"The Art of the WOW Experience"},"content":{"rendered":"\n

Achieving a \u201cWOW experience\u201d for clients is the goal \u2013 but are you consistently creating the same feeling for your team?<\/p>\n\n\n\n

In the competitive salon, spa, and clinic industry, being \u201caverage\u201d is no longer good enough. It\u2019s about cultivating a culture where engaged employees deliver extraordinary experiences \u2013 every single day. This requires you to master what customer experience and leadership legend, Calvin Stovall<\/a>, calls The Art of the WOW Experience. <\/p>\n\n\n\n

As an author and the CEO of ICONIC Presentations, LLC, Calvin is a native Chicagoan with nearly 30 years of leadership expertise, earned in the hospitality and non-profit industries. His unique, high-energy style, informed by his passion for soul music, engages audiences nationwide as he shares practical principles for organisations looking to reach ICONIC status. <\/p>\n\n\n\n

Calvin recently conquered the main stage at our 10th Phorest Summit, leaving a wake of infectious energy and electrifying charisma behind. Whether he\u2019s channeling his Soul Train <\/em>moves or singing along to Queen’s We Will Rock You<\/em>, when Calvin\u2019s in the room, you can\u2019t miss him.<\/p>\n\n\n\n

If you\u2019re ready to stop settling and start building and maintaining an extraordinary business, you\u2019re in the right place. <\/p>\n\n\n\n

You Have To \u201cMove Like You Mean It\u201d <\/h2>\n\n\n\n

Calvin\u2019s philosophy demands a fundamental shift in your mindset and how you approach your business. A simple framework, he notes, can help any organisation or individual achieve lasting success. By studying the world\u2019s most enduring brands, Calvin developed The Iconic Framework, urging leaders to redefine their potential and push the boundaries of what\u2019s possible. This process of fundamental shift and redefinition is the first stage in The Art of the WOW Experience.<\/p>\n\n\n\n

\u201cWhat makes your salon, spa, or clinic inimitable in the eyes of your customers?\u201d <\/p>\n\n\n\n

Think of the greats: Iconic brands like Disney are known for creating magic. Chick-fil-A is a standout for exceptional customer service with their three-time-repeated phrase, my pleasure<\/em>. You too can gain clarity on your inimitable quality \u2013 the major \u201cthing\u201d that defines what you stand for and what you want your customers to know you for.<\/p>\n\n\n\n

The Iconic Framework<\/h2>\n\n\n\n

A four-pillar framework designed by Calvin to help your business last a long, long time:<\/p>\n\n\n\n

    \n
  1. Be Unique: <\/strong>What sets you apart from the competition? Your purpose and your \u2018why\u2019 are essential, as the rest of the framework won\u2019t work without it.
    <\/li>\n\n\n\n
  2. Be Authentic: <\/strong>This isn\u2019t just about being yourself; it\u2019s about actively walking in your customers\u2019 and employees’ shoes. This requires empathy, humility, and transparency as a leader.
    <\/li>\n\n\n\n
  3. Be Passionate: <\/strong>You can accomplish anything with passion \u2013 a trait you either have or you don\u2019t. Lead with vitality and vigour, as your team will mirror what they see.
    <\/li>\n\n\n\n
  4. Be Consistent: <\/strong>Never get complacent. Focus on what matters most, and never let success cause you to become too comfortable. <\/li>\n<\/ol>\n\n\n\n

    Define Your What, Where, & Why<\/h3>\n\n\n\n

    Why do you exist beyond what you do or sell?<\/p>\n\n\n\n

    Calvin hits on the importance of knowing your mission (the \u201cwhat\u201d), having vision (the \u201cwhere\u201d), and defining your purpose (the \u201cwhy\u201d). As a business owner, knowing your intrinsic motivator is what gets you out of bed every day and off to work. <\/p>\n\n\n\n

    This is no easy feat and requires a deep dive into understanding. Start by asking: Who are we, and what needs do we fulfil in society? Calvin also recommends listening to Simon Sinek\u2019s \u201cStart with Why\u201d<\/a> \u2013 an incredible 18-minute Ted Talk. <\/p>\n\n\n\n

    In addition to discovering your purpose, culture is paramount to longevity and retention. <\/p>\n\n\n\n

    Culture is Everything \u2013 Period.<\/h2>\n\n\n\n

    Management expert, Peter Drucker, said, \u201cCulture eats strategy for breakfast.\u201d This powerful message underpins Calvin\u2019s beliefs around culture. He explains that a business can have the best plan and a flawless strategy, but without an engaged, excited team eager to come to work, it\u2019s all for nothing.<\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n

    As a quick exercise, try asking yourself two questions: <\/p>\n\n\n\n

      \n
    1. What would people say about your business when you\u2019re not there? <\/strong>
      <\/strong><\/li>\n\n\n\n
    2. What do they say about you as a leader when you’re not there? <\/strong><\/li>\n<\/ol>\n\n\n\n

      What was your initial reflection? Perhaps your customers feel welcomed during every visit and consistently give high praise. However, you might find your employees feel differently about your leadership, saying you\u2019re often too busy, standoffish, or that they feel neglected.<\/p>\n\n\n\n

      Consider this data Calvin shared from Gallup\u2019s Q12<\/sup> engagement survey<\/a>, which is based on research on highly engaged teams and helps leaders understand the effects of engagement on business outcomes. <\/p>\n\n\n\n