Service Magic Leads in Challenging Times

Ingenuity, not just generosity, is the key to value-unique customer service

Published on Feb. 15, 2026

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In an era of budget cuts and tight profit margins, customer service leaders must shift their focus from simply exceeding expectations to creating 'service magic' - captivating and unpredictable experiences that leave customers more amazed than delighted. The article outlines three key attributes - focus, affirmation, and trust - that enable leaders to foster a culture of service magic, where employees are empowered to surprise customers with creative, value-unique gestures aligned with the organization's core mission.

Why it matters

As customer expectations continually rise, the traditional model of 'value-added' service becomes unsustainable. Service magic offers a path forward, allowing companies to differentiate themselves and build lasting customer loyalty even with limited resources, by tapping into the ingenuity and creativity of frontline employees.

The details

The article contrasts 'value-added' service, which aims to exceed expectations through generosity, with 'service magic' - experiences that are captivating and unpredictable. While value-added service can lead to an 'arms race' of ever-increasing customer demands, service magic focuses on unique, thoughtful gestures that surprise and delight. The key is empowering employees to be creative within the bounds of the organization's core mission and values, rather than just adding more 'stuff.' Examples are provided of companies like Ritz-Carlton, Chick-fil-A, Trader Joe's, and Disney World that have fostered a culture of service magic.

  • The article was published on February 15, 2026.

The players

Chip Bell

The author of the article, an expert on customer service and leadership.

Tom Berger

A Merrill Lynch financial advisor based in Charlotte, North Carolina, who is quoted in the article.

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What they’re saying

“We are here to uniquely serve our clients every day. But we also want to serve them in the future! And that means we also must stay focused on tomorrow's success, not just today's surprise.”

— Tom Berger, Merrill Lynch Financial Advisor (Forbes)

The takeaway

In an era of budget constraints and rising customer expectations, the key to sustainable customer service excellence lies in fostering a culture of 'service magic' - where frontline employees are empowered to surprise and delight customers with creative, value-unique gestures that align with the organization's core mission and values.