Like stage magic, service magic is made up of more than tricks, hocus-pocus and bravado. Service magic is an art and depends on developing customer rapport, excellent timing, and hours of practice. This guide uses examples from diverse industries to reveal inventive approaches to customer service. Using new models for creating customer delight, this work shares a conjurer's trunk of ideas for sweeping away the mundane and creating customer experiences that will leave customers delighted and charmed. Readers will learn about the magic building customer service strategies at play in industries such as hospitality (how Marriott, Ritz-Carlton Hotels, Hotel Monaco, Old Faithful Inn, and Radisson have performed service magic for retaining guests), financial services, health care, retail, and entertainment (Universal Studios, Disney World Resorts, All Outdoor White Water Rafting, and the St Paul Saints have all captured the hearts and souls of customers through the magic of service).