The Science of Service: The Proven Formula to Drive Customer Loyalty and Stand Out from the Crowd

by Mark Colgate

Overview

When it comes to customer satisfaction, consistency is king—not the customer.

While it’s been proven that customer satisfaction can greatly impact many financial aspects of a business—from cash flow to profitability and share price—most companies have not considered the science behind customer service or built a system for it. With Mark Colgate’s FAME model—standing for Framework, Accountability, Moments, and Endurance—companies and organizations will be able to differentiate themselves, and create a unique approach that will communicate their service brand to their customers in a compelling, clear, and memorable manner.

Colgate’s model demands effort, innovation, practice, and endurance, but it will also empower readers to distinguish their businesses among competitors, win over customers even when they’re proving difficult, and help companies achieve service fame. Backed by case studies and scientific research, this book will help readers to understand the science, tools, and frameworks needed to create their own consistently high-calibre customer service for their organizations, boosting annual returns as a result.

Product Details

ISBN-13:	9781774587058
Publisher:	Page Two Press
Publication date:	07/10/2025
Pages:	216
Product dimensions:	6.00(w) x 9.00(h) x 0.49(d)

About the Author

Mark Colgate is an award-winning Professor of Service Excellence at the University of Victoria, Gustavson School of Business. He is also a regular professor at the China European Business School in Shanghai, the leading business school in China, and has taught in Ireland, New Zealand, and Australia. Mark's primary research areas are service excellence and coaching and he's known for his passion for excellent customer service and his innovative teaching style. Mark has consulted for many service organizations including the Commonwealth Bank of Australia, TELUS, the Bank of Ireland, the Bank of New Zealand, Kiwi Experience, Sony, Toyota, Enerco and Whistler Blackcomb.

Table of Contents

Introduction: Creating Famous Service 1

1 Building a Strong Service Brand 9

Fame Part 1 Framework 21

2 Creating a Clear, Compelling, and Memorable Service Framework 25

Fame Part 2 Accountability 45

3 Designing a Service System 49

Fame Part 3 Moments of Power 71

4 Power of Context 75

5 Power of Expertise 97

6 Power of Relationships 117

7 Power of Problem Handling 141

Fame Part 4 Endurance 157

8 Coaching 163

9 Building Commitments and Using the Customer's Voice 179

Conclusion: Beyond fame 189

Notes 193

Acknowledgements 205

Editorial Reviews

The Science of Service is the ultimate guide to customer service. At TELUS International we’ve applied Mark Colgate’s FAME model and it works (for example, we successfully use Colgate’s coaching framework for all leaders). The book combines science, illustrative case studies, tools, and a framework that companies can easily apply to take their customer service from good—which isn’t good enough—to great, positively impacting their bottom line.”
-Jeffrey D. Puritt, president and CEO of Telus International

“Mark Colgate has documented in his book, The Science of Service everything you need to know to move your organization from good to great and great to greater. At Disney we understand this well and that is why we are the number one vacation destination in the world. It’s never too late to get better. Adopt the science of service and you will create Disney Magic for your customers too.”
—Lee Cockerell, Executive Vice President (Retired and Inspired), Walt Disney World® Resort and Author of four best-selling books, Creating Magic, The Customer Rules, Time Management Magic, and Career Magic.

From the Publisher