Magnetic Service: Secrets for Creating Passionately Devoted Customers

The ideal customer defends, champions, forgives, and commits to a company or brand for the long term - but how can a business create such long-lasting loyalty? Chip and Bilijack Bell explain how in Magnetic Service, based on examples of real companies who have done just that. Written in a lively, accessible style, the book shows that loyalty comes not from allegiance to a product but from compelling experiences. Using case studies, the authors explain the concept of "magnetic service" that turns casual customers into loyal and enduring fans. The book unlocks the seven secrets of this phenomenon, from "Focus on Customer Hopes, Not Just Needs" to "Add 'Charisma' to the Mix" to "Empower Customers Through Comfort."

Chip Bell has 20-plus years of experience as a business consultant, and has written 14 books on business-related topics; Bilijack Bell has seven years of experience in commercial real estate. This father-son author team examine the patterns and practices of successful companies—Universal Studies, Ritz-Carlton Hotels, the Mansion on Turtle Creek, Sewell Village Cadillac, Harley Davidson, Marriott, Merrill Lynch, Sears, American Honda, Victoria's Secret, and others—to identify seven key principles for creating customer devotion to a business. Annotation ©2003 Book News, Inc., Portland, OR

Bell is a senior partner with Performance Research Associates and manages their Dallas, Texas office. Prior to starting a consulting firm in the late 1970s, he was Vice President and Director of Management and Organization Development for NCNB.