MAGIC® Insights
Inspiring Exceptional Service Cultures
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stands for Make A Great Impression on the Customer.
Helping You Create a Great Customer Experience

In This Issue

Letter from the Editor
Tapping into the Power of Small
Four Best Practices for Customer-focused Chats
The Powerful Present
New Offering: The MAGIC of Empathy
Communico in the News
Another Fun Reinforcement Puzzle

About Us
Communico helps organizations build and sustain exceptional service cultures. With our MAGIC® system of training and consulting services, we collaborate with you to measurably improve your customer and employee experiences.
To download a free chapter of our book, How to Talk to Customers, and learn more, click here.
MAGIC is a registered trademark of Communico Ltd.
Letter from the Editor
I am proud to say that I was a cheerleader in high school, albeit a very unlikely one. I wasn't very athletic. In fact, I was typically the last person chosen for any game, given my lack of speed and hand/eye coordination. I certainly wasn't the prettiest. But what I lacked in physical features and capabilities, I more than made up for with…attitude. I loved rooting for the home team and was known to do so with gusto. Before I was ever an "official" cheerleader, I would cheer from the sidelines like my life, and the team, depended on it.

This cheering predilection continued for many years until one of my close friends told me to stop it. That's right; she turned to me in the middle of a golf game, and said that it really didn't help at all. In fact, it was driving her crazy. I was shocked and felt terrible. We kept on playing, though I admit that I squeaked out a few more "great shots" before I finally controlled the urge.

It turns out, she was right, according to a Harvard Business Review article (July/August 2013), "If You Want to Motivate Someone, Shut Up Already." The research conducted by Brandon Irwin of Kansas State University revealed that "words of encouragement do not inspire people to perform better during a workout." Irwin didn't expect this (and I certainly wouldn't have expected it either). The surprising result? Those with silent partners performed a specific physical task 33% longer. And, those with encouraging partners did them just 22% longer.

Now, let me assure you that the article is not saying that encouragement is bad. It's how we express that feedback that makes all the difference. At a recent Contact Center Conference, keynote speaker Michael Hoffman made the declarative statement that "at-a-boys" like "good job" or "nice work" are not feedback. Instead, "feedback should always be about hope." When feedback reflects what was said or done, and the impact of those words/actions, it builds awareness, confidence and courage.

So, don't stop encouraging your associates, friends and relatives. Instead, set an example with your feedback and be there for them. You'll do great! Oops, I mean, your relationships will grow stronger, you'll feel more confident, and you'll make an even more meaningful difference in this world.


Tapping into the Power of Thinking Small

Unlike small thinking which is infused with self- limiting resignation, thinking small is about full-out expression. It's a graceful embrace of what is present that you can nurture every day. 

Read on to learn four ways to move forward with a simple clarity of purpose.
Four Best Practices for Customer-focused Chats

Live chat support is a growing channel of providing support to customers. Yet, only 14% of consumers report being “satisfied or very satisfied” with their live chat interactions. 

Read on to learn how to create chats that can strengthen and deepen your customer relationships. 
The Powerful Present

Most of us begin each day with the best of intentions. But the present offers its share of tedious tasks, unanticipated challenges, and bad news.

Read on to discover how to tune in to the powerful present and make every moment matter.
New Offering: The MAGIC of Empathy

Empathy is a powerful communication skill that is often misunderstood and underused.  Communico now offers an interactive three-hour reinforcement module entitled The MAGIC of Empathy.

For more information, contact us at or call 203-226-7117.

Communico in the News

Our own Diane Berenbaum was interviewed by Bloomberg Business Week for an article about "Dealing with Customers who Abuse Return Policies."

Click here to read the article.
Reinforcement Puzzle #4

Try your hand at Word Scrambles, Crossword Puzzles, Logic Games and more. Use them to support your training, stimulate thinking and reinforce MAGIC principles. Fill them out on your own, or use them for a lively team challenge.

If you'd like to test your knowledge and puzzle prowess, click here to view the latest puzzle.