The 33 Points of MAGIC®

33 Points to an Exceptional Service Culture

The 33 Points of MAGIC is a performance measurement tool for any customer interaction (internal or external). This unique tool is based on years of research on client perception and best practice behaviors. 

Communico found that there are 33 elements that form the basis of a customer's impression of service in every contact. These elements or "points" are organized into Five MAGIC Steps, which mirror the flow of a customer contact, from greeting to close. 

Many organizations use this tool as their objective standard and common language for service.  Once companies engage Communico and implement a MAGIC® training initiative, they may also use The 33 Points for monitoring, performance feedback and measurement, as well as coaching. Organizations that have a clear consistent standard for service and coach to that standard are more likely to see long-lasting results.

Customer Perception and the Quality Service Index

One of the key benefits of The 33 Points is that it can help you assess your service culture. The Quality Service Index shows how the demonstration of The 33 Points impacts an organization's culture and customer perception.  Our research showed that:

  • If your organization scores 1- 18, then customers perceive your service to be Discouraging.

  • If your organization scores 19 - 22, then customers perceive your service to be Indifferent.

  • If your organization scores 23 - 25, then customers perceive your service to be Routine.

  • If your organization scores 26 - 28, then customers perceive your service to be Very Good.

  • If your organization scores 29 - 33, then customers perceive your service to be Exceptional.

With a MAGIC training initiative, you can move your organization from a culture that costs you money (score of 1 – 25) to a culture that makes you money (score of 26 – 33).  Communico can show you how.

Contact us to learn more about how the 33 Points of MAGIC can help you create a culture of service excellence.
Before and After
Before and After
Just one "tragic" contact can influence your customers' perception of your company (and their buying decisions). Listen to the difference MAGIC® can make.