In a context where most brands compete on price, speed or volume, “WOW effect”the new book of WOW effect of Fernanda Ljubaproposes a more profound change: understand customer service as a meaningful emotional experience. Edited by Lea Editions and launched in Buenos Aires in November 2025, the book is presented as one of the most ambitious titles of the year in terms of Customer Experience.
Far from technical manuals or empty marketing speeches, “WOW effect” invites you to rethink every point of contact between an organization and its customers. Ljuba starts from a clear premise: The true competitive differential is not in selling more, but in generating emotions that remain engraved in memory.. From that idea, the book builds a journey that goes from how to transform everyday attention into an unforgettable moment to the analysis of real cases that demonstrate the concrete impact of emotional service in loyalty.
Each chapter combines reflection and action. There is theory, but also practical tools, applicable exercises and stories that allow you to visualize how an experience with “soul” is designed. The reader does not occupy a passive role: Ljuba challenges them directly and invites them to become protagonists of their own change, both professionally and culturally within organizations.
The proposal does not arise from voluntarism. With more than twenty years of experience training teams in Latin AmericaLjuba knows first-hand the real limitations of the regional market. For this reason, although it is inspired by practices of large global brands, the book avoids copying other people’s models and adapts to the Hispanic American contextwhere resources are finite but the human bond remains central.
That balance between ambition and realism is one of the great successes of the book. “WOW effect” It does not promise magic formulas, but rather a sustained cultural transformation, based on leadership, communication, emotion management and internal coherence. In that sense, the service stops being an isolated area and becomes a transversal strategy.
The author’s career reinforces this comprehensive view. Ljuba is a team trainer and consultant in Customer Experience, public speaking and leadership, with certifications from Walt Disney Company Institute and of Harvard Business School Online. She is founder of Human Academyfrom where it develops training programs for companies, universities and international brands such as American Express, Pandora, Nespresso and Hotel Emperador. In addition, he hosts the radio program “CX LAB” and the podcast “Leading Clients”spaces from which he amplifies an idea that runs through the entire book: “Service with soul generates clients who return, recommend and trust”.
In short, “WOW effect” It functions as both a reference book and a manifesto. An invitation to abandon the logic of automatic service and understand that, in times of saturation and mistrust, the emotional experience is no longer an extra: it is the heart of the business.
