Customer Service Revolution 236: How can I make customer experience a true competitive advantage?
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Jan 15, 2026 
In this engaging discussion, John DiJulius, a customer service authority and bestselling author known for his work with top brands like Starbucks and Nordstrom, reveals how emotional connections are the currency in today's relationship economy. He emphasizes the importance of certainty over perfection and shares insights on creating unique, signature experiences. John highlights the need for consistent training and awareness among employees while also addressing common blind spots in service. Price wars are portrayed as a short-term strategy that can harm long-term loyalty.
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Client Chased A Stylist Up The Price Ladder
- A salon client left after a level-one stylist and was refunded then referred to a senior stylist named Heather.
- That client followed Heather for nearly 30 years and paid dramatically higher prices as Heather rose in levels.
Emotional Connection Trumps Transactions
- Emotional connection drives purchase decisions unless a customer is choosing the cheapest option.
- Technology aids operations but cannot replace human interactions that create emotional bonds.
Reduce Failures With Focused Systems
- Identify your top sources of customer failure (appointments, delays, quality, professionalism, price) and build systems to reduce them.
- Measure reduction and design recovery processes when failures still occur so you convert errors into loyalty.
