I recently became enchanted with a new book, Enchantment: The Art of Changing Hearts, Minds, and Actions.  According to author Guy Kawasaki, "Enchantment is the process of delighting people with a product, service, organization, or idea. The outcome of enchantment is voluntary and long-lasting support that is mutually beneficial."

I was relieved to see that the goal of enchantment is not just to sell a product/service, or get customers to do what you want. Instead, it's about filling customers with great delight and creating "magical experiences." This, in turn, leads to relationships that are not transaction-oriented any more. They are longer, deeper—and they inspire loyalty.

We all have causes or products we care about, but only a select few really enchant us …winning our minds and our hearts. What is it about them that really reach us at our core?  Kawasaki reveals that delighting people begins with three steps:

1. Likeability:  You need people to like you. The way to do that is to accept others and find something to like in them.

2. Trust, based on three principles:

• Trust others first 
• Default to "yes" attitude 
• Bake, don't eat (Eaters see a pie and say they want as much as possible.  Bakers recognize they can make more pie or bigger pieces.)

3. Great Cause/Product:  Make your offering great by ensuring it is Deep (many features), Intelligent (clever/innovative), Complete (all aspects offer a great experience), Empowering (makes possible what you couldn't do before) and Elegant (works with you not against you). 

Enchantment really starts with you. It's about becoming the kind of person people want to follow. So, how enchanting are you? Click here to take the enchantment aptitude test and see for yourself:  http://great.guykawasaki.com/

As Oscar Wilde once said: "Some cause happiness wherever they go. Some cause happiness whenever they go." It's your choice. 

Diane Berenbaum, Editor

 Five Barriers to Customer Engagement and How to Overcome Them

by Diane Berenbaum

Organizational barriers impact efficiency and productivity, and they chip away at customer engagement and your reputation. Gallup research shows they are profoundly harmful. But they are internally built, which means organizations have the power to change them.

Read on to learn the five causes of barrier building and fours ways to break them down.

It's All About Trust: Eight Key Ways to Build Trust

by Jean Marie Johnson

Research confirms the impact of trust on relationships, productivity, communication and job satisfaction. With so many reasons to cultivate trust, we need to ask ourselves: What is trust?  How can I build more trust in my relationships at work?  Discover the elements of trust, what we do that erodes trust and eight key trust building behaviors.

Click here to read the entire article.

How to Create Employee Engagement
with that One Bad Apple

by Wally Hauck


We have all heard the expression "one bad apple can spoil the whole bunch." It’s true, but only if you do nothing and allow the bad apple to do the spoiling. Leaving the bad apple alone is not leadership. Leaders must step up and take action.

Read on to learn the two types of "bad apples" and steps needed to respectfully address their behavior.

Got ideas, stories or news to share?

We want to hear from you!  Our goal is to provide informative and helpful articles that add value or make your day.  We want to be sure our content is relevant, so please tell us what you want to read.  Feel free to contribute:

• Topics/ideas for articles
• Stories/news from your organization
• What you’ve been doing to create an exceptional customer experience
• How you reinforce MAGIC in your culture
• What is keeping you up at night?

We welcome your contributions! Click here to share your ideas now or schedule a time to connect with a Communico associate.

We are pleased to announce that...

In addition to English, Chinese and Polish, our book, How to Talk to Customers, is now available in Korean!

To celebrate this new addition to our family, we are offering a special, one-time, 50% discount off our English version. So, instead of the retail price of $22.95, you can purchase a copy for just $11.48.  To order your copies now, click here. Act now, as this offer is only good until June 10th. If you would like to purchase copies of our Chinese, Polish or Korean versions, please send us an email at info@communicoltd.com. We will arrange for the publisher, Jossey-Bass, to fulfill your request.

It always makes sense to Make A Great Impression on the Customer...in any language!