The Science of Service

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

Mark Colgate

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.... 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.
Jeffrey D. Puritt, president and CEO of Telus International

Mark Colgate is a Professor of Service Excellence at the University of Victoria, Gustavson School of Business. His teaching roles have taken him all over the world, including regular assignments at the China European Business School in Shanghai, the U.K., Ireland and New Zealand. An expert in customer service excellence, Mark has consulted for many service organizations including the Commonwealth Bank of Australia, TELUS, ASB Bank, the Bank of Ireland, the Bank of New Zealand, Kiwi Experience, Sony, Toyota and Enerco.

ISBN 978-1-98902-506-2
$23.95 usd · $29.95 cdn
6 x 9 inches · 208 pages