How to Talk to Customers: Create a Great Impression Every Time with MAGIC

Filled with case studies and anecdotes, How to Talk to Customers demystifies the most critical aspect of customer service: conversations employees have every day with customers. In this must-have resource, Diane Berenbaum and Tom Larkin outline a proven system based on their MAGIC customer service training program. MAGIC, which stands for Make A Great Impression on the Customer, can help anyone become the type of communicator that makes their customers feel special.

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3 Responses to How to Talk to Customers: Create a Great Impression Every Time with MAGIC

  1. B. Miller "Small business owner"

    A good alternative to the even better training! I’m familiar with the customer skills training program that this book is based on (MAGIC). Extraordinary! I’ve seen unbelieveable results when people apply the principles taught here in real life customer situations.But if you dont have access to their MAGIC training, this book is a good back-up plan. All the info they hit in the training is here–you just have to be more self-motivated to study it and apply it without the benefit of any coaching or feedback. Nevertheless, the book is laid out in an easy to read. The topics flow naturally one into the next. You can imagine a customer interaction playing out as you make your way through the chapters. The book is chock full of examples as well as charts, graphs and checklists that make the points effectively.One caution: dont expect to read this through some evening and then start applying it. I recommend you approach it more like a workboook…read a bit, put it down, try what you just learned (see the results!) and then pick it back up again.Interestingly enough, I also use these principles when I’M the customer and others around me are amazed at the much-better-than-expected results i get when i complain or make requests! Thanks!

  2. A practical method on a topic that is more important than most people realize The notion that we only get once chance to make a first impression is true. But it is also true that you make an impression with every customer interaction. This very practical book teaches you how to think through every kind of customer interaction and how to make it a positive experience for the customer. The authors make the word MAGIC into an acronym. Well, two acronyms. I guess the think you get more for your money that way.The first acronym is: Make A Great Impression on the Customer. And the second is one about process:M – Make a connection: Build the RelationshipA – Act Professionally: Express ConfidenceG – Get to the Heart of the Matter: Listen and Ask QuestionsI – Inform and Clarify What You Will DoC – Close with the Relationship in MindThe book consists of twenty-three short chapters grouped into six parts: The Essence of MAGIC, MAGIC – It’s Your Choice, Build MAGIC Relationships, Express MAGIC Accountability, The World of MAGIC, and MAGIC in Real Life. The authors lay out the benefits of their method, show you how much of it is your own mindset and how to get that right. They also show you the power of the words you choose to use and the benefits you will reap if you replace “Tragic” words with “Magic” words. That is a significant trope in the book. “Tragic Moments” versus “Magic Moments” and so on.The authors also teach you how to use MAGIC with voicemail, in really listening to your customers, closing with the relationship in mind (that is, ending up with a sale and a repeat customer), and how to handle difficult situations. The method extends to making MAGIC a part of your business culture, how to coach it, and a series of personal stories demonstrating its power.Each short chapter is organized for practical use. They usually lay out the principle material, offer you a practical exercise or two to “experiment with MAGIC”, a quick story that demonstrates a MAGIC and/or a Tragic moment, and concludes with a few bulleted MAGIC Maxims that you can memorize to help you remember what you learned in the heat of customer engagement.A useful and engaging book on a topic rarely given the importance it deserves.Reviewed by Craig Matteson, Ann Arbor, MI

  3. Lisa Strauch Eggers

    How to Talk to Customers Clearly written, well-paced and engaging, How to Talk to Customers provides excellent advice and compelling examples of how and how not to talk to customers. The principles embodied in MAGIC are valid and important. I can think of a few major institutions whose customer service representatives would benefit from reading this book!

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