Magnetic Service

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.""FOREWORD by Rich Teerlink, Retired Chairman & CEO, Harley-Davidson, Inc.
WELCOME
PREVIEW: You Don’t Know Jack . . . Or Do You?

Part One The Secret Side Of Magnetic Service
SECRET #1: Make Trust A Verb
SECRET #2: Focus On Customer Hopes, Not Just Needs
SECRET #3: Add “Charisma” To The Service Mix
SECRET #4: Engage The Customer’s Curiosity
SECRET #5: Give Customers An Occasional Miracle
SECRET #6: Empower Customers Through Comfort
SECRET #7: Reveal Your Character By Unveiling Your Courage
Reflection: Assessing Your Magnetic Service Style

Part Two: The Leadership Side of Magnetic Service
CHAPTER 8: Trust Thrives When Leaders Lead Naturally
CHAPTER 9: Hopes Spring Forth When Leaders Foster Revelation
CHAPTER 10: Service Can Be Charismatic If Leaders Exhibit Boldness
CHAPTER 11: Curiosity Lights Up When Leaders Learn Out Loud
CHAPTER 12: Miracle Making Happens When Leaders Inspire Engagement
CHAPTER 13: Customers Are Empowered When Leaders Promote Partnerships
CHAPTER 14: Character Is Revealed If Leaders Have Soul
FAREWELL
Notes
References
Thanks!
Index
About the Authors"Successful partnerships are not built on deals and contracts. They work because of the heart and soul of the relationships. Dance Lessons is a terrific instruction guide for making all your partnerships successful."
—J. W. Marriott, Jr., Chairman and CEO, Marriott International, Inc.

“Winning football, a crowd-pleasing dance, and great partnerships share many of the same secrets. Dance Lessons is a must-read for anyone wanting a championship partnership.”
—Joe Theismann, former Quarterback for the Super Bowl Champion Washington Redskins

"Partnership! It's what makes marriages, friendships, and businesses work. Always has... always will. As long-time life and business partners, we found Dance Lessons confirming, compelling, and cutting edge."
—Marjorie and Ken Blanchard, Co-Founders, Blanchard Training & Development

"Dance Lessons is a concise and practical guide to building personal and business relationships that are as fun and profitable as Rogers and Astaire."
—Larry Wilson, Founder, Pecos River Learning, and author of Stop Selling, Start Partnering!
Chip R. Bell is a senior partner with The Chip Bell Group and manages their headquarters office near Dallas, Texas. His consulting practice focuses on helping organizations to build a culture that supports long- term customer devotion. Prior to starting a consulting firm in the late 1970s, he was director of management and organization development for NCNB, now Bank of America.
Chip is the author or co-author of fifteen books, including Service Magic: How to Amaze Your Customers (with Ron Zemke); Customer Love: Attracting and Keeping Customers for Life; Customers As Partners: Building Relationships That Last; Managers As Mentors: Building Partnerships For Learning; Managing Knock Your Socks Off Service (with Ron Zemke); Dance Lessons: Six Steps to Great Partnerships in Business and Life (with Heather Shea); and Beep-Beep!: Competing in the Age of the Road Runner (with Oren Harari). His work has been featured on CNBC, CNN, Bloomberg TV, NPR, Voice of America, and Reuters and in the Wall Street Journal; Fortune; USA Today; Entre- preneur Magazine; Inc. Magazine; Business Week; and Bottom Line Business.
Chip has served as a consultant, keynote speaker, or trainer to such major organizations as IBM, Microsoft, General Electric, Royal Bank, Marriott, Pfizer, Sears, Merrill Lynch, Ritz-Carlton, 3M, USAA, Aurora Health, Lockheed-Martin, Harley-Davidson, Honda, MBNA, Bank of
167America, Universal Studios, Pepsi, AAA, Duke Energy, and Victoria’s Secret. He was a highly decorated infantry unit commander with the elite 82nd Airborne in Vietnam. Chip is married to Nancy Rainey Bell, a school administrator and attorney.
Bilijack R. Bell is a commercial real estate professional with Wilson, Hull & Neal in Atlanta. With eight years in commercial real estate, he has a solid reputation for highly creative approaches to client service. That reputation has earned him membership in both the prestigious President’s Club as well as the Million Dollar Club. His service articles have appeared in such publications as Realtor Magazine, Staff Digest, Executive Excellence, and Midas Matters.
Bilijack is a graduate of Elon College in Burlington, North Carolina, where he majored in history. He was a member of the 1989 U.S. Ambassador Soccer team and competed throughout Europe. Bilijack is married to Lisa Dickinson Bell, a middle school teacher in the Atlanta area.