The document discusses how providing a "WOW" experience for customers can benefit businesses through inexpensive word-of-mouth marketing, building loyalty, and creating a fun culture. A "WOW" is an out-of-the-ordinary event that customers want to share about and that inspires them to recommend the business. To consistently "WOW", the document recommends establishing a Golden Rule culture where employees genuinely want to treat customers the way they would like to be treated themselves, creating enthusiasm among employees, and developing a customer service strategy.