The Platters were a favorite singing group of mine. They had forty songs that made the Top 100; four that were #1 hits. One of their top songs opens with the lyrics: “You’ve got the magic touch; it makes me glow so much. It casts a spell, it rings a bell, the magic touch.” Now, assume your customers were singing a song about their experience when dealing with you and your organization. What would it take for them to use similar lyrics in describing that experience.

The magic touch that makes customers glow is one that is more than a whimsical tease or a momentary cosmetic delight. It is enduring and memorable. It causes customers to remember their experience long after they have forgotten the outcome or product they came to you for.

My business partner and I walked into a Starbucks in LA we had frequented a few times while working with a client. It had been a year since we crossed their threshold. The barrister put her hands on her hips and said, “Where have you boys been. We have missed you.” And, then proceeded to make our drinks just like we had ordered them a year earlier. Now, here is the enduring part. That was six years ago and I am still telling that story—and I would drive an hour out of my way to get a tall skinny cinnamon dolce from that Starbucks.

Make your experiences as deep, personal and enduring, as they are fun and energetic. Look for ways to customize. Make it uplifting and filled with passion. Find approaches that light up your customers’ spirit and make their day special. When you cast a spell and ring a bell, you make your customers glow and your bottom line grow. Reach out to your customers with your magic touch.