Presentation slides

A 'Cycle of Service' maps all the points at which a customer has contact with your business. A point of contact may or may not be with a person - it could be a written communication or a process. It may even be a point in time when your customer is thinking about your business. Each of these points provides an opportunity to create either a positive (Magic) or negative (Tragic) experience for the customer.

Organisations of all sizes can use this tool to map their touch points with customers and prospects by following the following steps:

1. Pin-pointing the Cycle of Service

   Imagine you are the customer and map out all the points of contact (interactions) you could have with your company. Then put them into a logical sequence.
   Think again about other points of contact that might deliver value to your customer.

2. Identify what would make each point of contact magic or tragic

   Each point of contact is an opportunity to create 'magic' and a risk of being 'tragic'. (It is either a positive or negative experience for the customer.) An example could be a customer requesting information by e-mail. A 'Magic' moment would be getting the information to him immediately, where as a 'Tragic' event would be not sending the information to him at all.
   Think of what would make each point of contact either a magic or tragic experience for your customer. When thinking of a magical experience a tip is to think of what might be considered an unanticipated (but relevant) service in the eyes of the customer.

3. Maximise the 'Magic' and minimise the 'Tragic'

   Work through each touch point and agree a strategy to minimise the 'Tragic' experiences and maximise the chances of 'Magic' experiences.

The Cycle of Service will deliver the following benefits to your business:

• Help you define your desired customer experience


• Identify, innovative and breakthrough service ideas


• Identify ways to differentiate your service


• Help to focus your people on customers


• Pinpoint the desired behaviours for frontline staff


• Give management a framework for leadership, management and coaching


• Ensure you have the right business processes in place


• Provide you with the messages for your internal communications

The Cycle of Service will give your organisation a powerful strategy that can impact on your business significantly. If you would like to find out more information about the Cycle of Service please contact Stuart Dalziel.