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What's the Secret: To Providing a World-Class Customer Experience Hardcover – May 2, 2008

4.8 out of 5 stars 22 customer reviews

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Editorial Reviews

From the Inside Flap

Business has never been tougher than it is today. Are you competing on price or service? The only companies surviving with long-term sustainability are the ones fanatical about differentiating themselves through the customer experience they deliver.

The companies that focus on delivering a world-class customer experience not only have higher sales growth, a stronger bottom line, and lower employee turnover, they also have a distinct competitive advantage in their marketplace. What's the Secret? presents an in-depth, inside look at the world-class customer service strategies employed by the world's most customer-friendly companies.

Top customer service consultant John DiJulius has spent his entire career cracking the code to learn how organizations can deliver world-class service. Now he reveals the proven strategies and principles of world-class service companies like Disney, Nordstrom, and The Ritz-Carlton. While even small companies often struggle to deliver adequate customer service on a regular basis, these companies manage to align tens of thousands of employees to deliver consistent top-class care and service to every customer.

No matter how small or large your business—even if you only manage yourself or a small department—the best practices you'll find in What's the Secret? will change the way you serve customers and lead to long-term excellence. You'll find the proven steps, best practices, and service standards that you need to build a customer service machine that delivers day-in and day-out. You'll learn how to attract and retain a high-quality customer service workforce, measure customer satisfaction, and create a culture that routinely finds ways to go above and beyond for your customer.

No matter what you do, customer service excellence is the indisputable key to long-term business success and the only way to make price less relevant to your customers. Provide a world-class customer experience and dominate your market.

From the Back Cover

Praise For What's the Secret?

"In a world of ever-increasing mediocrity, real customer service and relationship buildingare the keys to competitive differentiation. DiJulius's work is a blueprint to helping businesses exceed customer expectations."
—John Maguire, COO, Panera Bread

"It's no secret that DiJulius helps companies go above and beyond mundane services to stage truly compelling experiences. His real-world, down-in-the-trenches perspective in What's the Secret? is sure to help many managers create an enduring legacy of being the very best they can be."
—James H. Gilmore, coauthor of Authenticity: What Consumers Really Want

"DiJulius has an amazing ability to offer clarity and simplicity to the message of creating world-class service. This book offers a road map to creating superior service in any industry."
—Nance Hastings, Vice President, Field Education and

Talent Development, Estée Lauder

"Given the general uniform quality of global products and services, the primary way firms differentiate themselves and drive exceptional margins is through outstanding customer service—secret service! DiJulius's book provides the kind of practical simplicity and depth it takes to achieve industry-dominating customer service. I know, because we've exposed thousands of business owners to DiJulius's approach and results match the promises."
—Verne Harnish, founder, Entrepreneurs' Organization; CEO, Gazelles, Inc.;

and author, Mastering the Rockefeller Habits

"In this fast-changing global world, DiJulius has been able to simplify the game of service. People's tastes and time constraints have rapidly changed, but the desire for personalized human contact still remains the overwhelming factor in winning."
—John Rolfs, General Manager, The Ritz-Carlton

"What's the Secret? delves even farther into the customer service experience and, more importantly, explains how to focus the entire organization on this one key element to all business success. DiJulius has once again delivered a fine addition to any business library."
—Maggie Hardy Magerko, owner and President, 84 Lumber Company

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Product Details

  • Hardcover: 336 pages
  • Publisher: Wiley; 1 edition (May 2, 2008)
  • Language: English
  • ISBN-10: 0470196122
  • ISBN-13: 978-0470196120
  • Product Dimensions: 6.3 x 1.1 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Best Sellers Rank: #161,339 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By D. Thompson on May 1, 2008
Format: Hardcover
Looking for a way to make your prices irrelevant? This book opened my eyes to why companies like Disney don't have to cut their prices because of the economy.
Don't bother doing the research on how to improve your customer service, DiJulius has already done it all and included all the key points in his latest book. Even how to hire the right service minded people-priceless insight! What's the Secret? gives you everything you need to know to create, improve, and maintain great customer service. This book should be a mandatory read for anyone dealing with internal and external customers.
His writing style makes it an easy read that you can't put down! DiJuius is real and genuine, he uses experience as a speaker and consultant from his work with top service companies (Ritz Carlton, Nordstrom, Starbucks, Lexus and more) to provide the reader with actual conditions and systems. Whether business to business or business to consumer, any company -of any size- can indulge their customer with world-class service by following his easy to understand 10 commandment structure. And as an added plus--DiJulius gives you the web address to take his service aptitude test online "FREE" to see how you rank. Brilliant follow up to his first book, Secret Service-which I highly recommend you purchase with this one if you haven't read it already.
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Format: Hardcover
The book contains many examples of implementation of customer experience strategy. The CSAT is a useful tool for evaluating your company's current state of focus on customer experience and getting the reader thinking in the mindset for developing a strategy. The 10 Commandments represent a framework for implementation.
Despite the title, this is not a book on customer experience, but a book on service quality. The book devotes a chapter to the importance of measurement for ongoing improvement but basically just provides an example of a study by Service Management Group called "Five Things We Learned from Talking to 100 Million People," giving seemingly obvious conclusions such as " loyal customers drive sales and profits," rather than any specific metrics. The author also seems to heavily pitch his firm's services, which is perhaps why there are little details on measurement.
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Format: Hardcover
This book is even better than DiJulius' first book. If you care at all about customer service, and we all should, then you should do like me and buy one for your whole team. Great book.
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This is one of the most amazing books i've ever read!!!!! Very informative and enticing, I learned a lot of things!!! There is just so much to learn from this extraordinary book! Any one that wants to be an entrepreneur needs to read this book! I enjoyed it so much I bought a copy for my daughter, then one for my wife!
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Format: Kindle Edition Verified Purchase
It is simply the best book I've read about customer loyalty. This is as close as you can get to having your personal couch for achieving World Class Service in your company. We already started a revolution in my company and stablished a 1 year working plan to start providing a high level service. It doesn't matter the industry you are in, you'll be able to learn and understand several key concepts. But if you are providing services, this is a MUST! You won't regret it!
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Format: Hardcover
This is the third book I've read recently regarding customer service. What's the Secret was a bit more traditional than Badass and The Unexpected, but there was still plenty of great takeaways that can--and should--be applied to your business.

What's the Secret presents itself as somewhat of a sequel to DiJulius' previous book Secret Service: Hidden Systems that Deliver Unforgettable Customer Service. While that book appears to focus on putting systems in place (I have not read it), What's the Secret has a heavy focus on actual customer service stories, both good and bad.

In fact, it's those stories that really give this book its umph. We can talk all day about what we should do (and the book does), but sometimes getting context to the instructions provides just the insight we need to find ways to apply the instructions to our own companies. And that's what What's the Secret does.

Where The Unexpected was about providing customer service that simply wows people, What's the Secret focuses more on customer service that no one really even knows about. But let's not confuse the customer recognizing a specific act with the customer walking away dissatisfied. It's pretty much one or the other.

What's the Secret is all about superior customer service that doesn't seek fanfare. It's just little "unexpected" things that make your customers feel appreciated and taken care of. Some customers will recognize these experiences for what they are, while others will just become accustomed to that type of service. But it will be those touches that make you stand out overall, if not for each specific incident.

The big takeaway is to build customer service into your organization. It's not so much what you do, but who you are. Doing customer service is good for a minute. Being a customer service company through and through is good for building long term customers and clients.
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Format: Hardcover
This was a great resource tool that I will continue to refer back to. There is no one in any type of buisness that cannot find something in this book. There is no reason for any person in management not to own this book.
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