Extending the Service End

Watching a skilled magician is an exercise in awe. Try as we might to see through the sleight of hand, we come away amazed. We know there is a rational explanation. But in our hearts we aren’t so sure. It leaves us with a feeling of enchantment. Innovative service––service that takes customers breath away–is strikingly parallel to fine stage magic.

One innovative service technique underutilized is focusing on the “outcome after the outcome.” It means thinking about what the customer will be do...