The Science of Service

The Proven Formula to Drive Customer Loyalty and Stand Out from the Crowd

Mark Colgate, PhD

When it comes to customer satisfaction, consistency is king―not the customer.

While it’s been proven that customer satisfaction can greatly impact many financial aspects of a business―from cash flow to profitability and share price―most companies have not considered the science behind customer service or built a system for it. With Mark Colgate’s FAME model―standing for Framework, Accountability, Moments, and Endurance―companies and organizations will be able to differentiate themselves, and create a unique approach that will communicate their service brand to their customers in a compelling, clear, and memorable manner.

Colgate’s model demands effort, innovation, practice, and endurance, but it will also empower readers to distinguish their businesses among competitors, win over customers even when they’re proving difficult, and help companies achieve service fame. Backed by case studies and scientific research, this book will help readers to understand the science, tools, and frameworks needed to create their own consistently high-caliber customer service for their organizations, boosting annual returns as a result.


The Science of Service is the ultimate guide to customer service. At TELUS International we’ve applied Mark Colgate’s FAME model and it works (for example, we successfully use Colgate’s coaching framework for all leaders). The book combines science, illustrative case studies, tools, and a framework that companies can easily apply to take their customer service from good—which isn’t good enough—to great, positively impacting their bottom line.”

MARK COLGATE PhD is an award-winning Professor of Service Excellence at the University of Victoria, Gustavson School of Business. He is also a regular professor at the China European Business School in Shanghai, the leading business school in China, and has taught in Ireland, New Zealand, and Australia. Mark’s primary research areas are service excellence and coaching, and he’s known for his passion for excellent customer service and his innovative teaching style. Mark has consulted for many service organizations including the Commonwealth Bank of Australia, TELUS, the Bank of Ireland, the Bank of New Zealand, Kiwi Experience, Sony, Toyota, Enerco, and Whistler Blackcomb.

ISBN 978-1989025062
$29.95 CAD $23.95 USD
Published September 18, 2018
6 × 9 208 Pages
Hardcover, ebook