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“JohnDiJuliusprovidesmanypracticaltipsandtechniquestoachievetheelusivegoalofconsistentserviceexcellence.SecretServicehasim-portantlessonsforanybusinessthatdependsonpersonalizedcustomerserviceforitscompetitiveadvantage.”—AlanRosskamm,President&CEO,Jo-AnnStores,Inc.“[T]hisbookisfullofforward-thinkingideasandpromotionalactivi-tiesthatcanbeimplementedinshortorder.Ifyouarelookingforwaystocreateenergyinyourbusiness,thisbookwillbeyourguide.”—FredricJ.Holzberger,PresidentandCEO,Fredric’sCorporation“Trulyoneofthebestbookseverwrittenonproviding‘realcustomerservice’thatworks.Ifyouwanttocreatepartnershipswithcustomerssotheykeepcomingback,thenyouhavetoreadthisexceptionalbook!”—MarcBlaushild,VicePresident,FamousEnterprises“Thisbookraisesthestandardsofcustomerservice.Imadeitamust-readforallmyemployees.”—JoePannitto,BranchManager,UnitedRentals,Inc.13128FM.pgs11/1/029:01AMPagei13128FM.pgs11/1/029:01AMPageiiThisPageIntentionallyLeftBlankSecretService13128FM.pgs11/1/029:01AMPageiii13128FM.pgs11/1/029:01AMPageivThisPageIntentionallyLeftBlankSecretServiceHiddenSystemsThatDeliverUnforgettableCustomerServiceJohnR.DiJuliusIIIAMACOMAmericanManagementAssociationNewYork•Atlanta•Brussels•BuenosAires•Chicago•London•MexicoCitySanFrancisco•Shanghai•Tokyo•Toronto•Washington,D.C.13128FM.pgs11/1/029:01AMPagevThispublicationisdesignedtoprovideaccurateandauthoritativeinformationinregardtothesubjectmattercovered.Itissoldwiththeunderstandingthatthepublisherisnotengagedinrenderinglegal,accounting,orotherprofessionalservice.Iflegaladviceorotherexpertassistanceisrequired,theservicesofacompetentprofessionalpersonshouldbesought.LibraryofCongressCataloging-in-PublicationDataDiJulius,JohnR.,1964–Secretservice:hiddensystemsthatdeliverunforgettablecustomerservice/JohnR.DiJuliusIII.p.cm.Includesbibliographicalreferencesandindex.ISBN0-8144-7171-41.Customerservices.2.Consumersatisfaction.3.Customerloyalty.I.TitleHF5415.5.D5582002658.8'12—dc212002014953©2003JohnR.DiJuliusIII.Allrightsreserved.PrintedintheUnitedStatesofAmerica.Thispublicationmaynotbereproduced,storedinaretrievalsystem,ortransmittedinwholeorinpart,inanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwise,withoutthepriorwrittenpermissionofAMACOM,adivisionofAmericanManagementAssociation,1601Broadway,NewYork,NY10019.Printingnumber10987654321SpecialdiscountsonbulkquantitiesofAMACOMbooksareavailabletocorporations,professionalassociations,andotherorganizations.Forde-tails,contactSpecialSalesDepartment,AMACOM,adivisionofAmeri-canManagementAssociation,1601Broadway,NewYork,NY10019.Tel.:[phone].Fax:[phone].Website::01AMPageviToStacy,whohasbeenanincrediblepartner,mentor,wife,lover,mother,rolemodel,andbestfriend.Withoutyou,thisbookwouldnotexist.Tomyboys,Johnni,Cal,andBo,whoaremybest(male)friendsandthejoysofmyuniverse.Yourlaughtercanmakeeverythingelseseeminsignificant.Totherestofmyfamilywhohavealwayslookedafter,takencareof,andsupportedme.Tomymotherwhowasapillarofstrengthandneverallowedanyobstaclestodictatewhatsheorherchildrencouldachieve.13128FM.pgs11/1/029:01AMPagevii13128FM.pgs11/1/029:01AMPageviiiThisPageIntentionallyLeftBlankForewordBillCapodagliandLynnJacksonxiPreface:ImpossibleDreamversusRealityxiiiAcknowledgmentsxviiChapter1SecretServiceSystems:CreatingBehind-the-ScenesSystems1Chapter2SecretServiceatWork:ImplementingSecretServiceSystems31Chapter3YourFrontLineIsYourBottomLine:TheValueofYourFrontLinePeople53Chapter4WhatAreWeReallySelling?MakingItanExperience65ixContents13128FM.pgs11/1/029:01AMPageixChapter5DrillingforOilinYourOwnBackyard:MarketingtoGoDeeperwithExistingCustomers85Chapter6CreatingPassionateTeamMembers:DevelopingaStrongCorporateCulture111Chapter7AnOpportunitytoBeaHero:TurningCustomerComplaintsintoPositiveExperiences135Chapter8EnhancingtheQualityofLivesAroundUs:GivingBack147Chapter9E-nough:GettingBacktoFace-to-FaceRelationships155Index167AbouttheAuthor171xContents13128FM.pgs11/1/029:01AMPagexThere’sastoryaboutanagingWaltDisneywhowasinhisstudioonedayandmetayoungboy,anditgoeslikethis:“DoyoudrawMickeyMouse?”theboyasked.“No,Idon’tdrawanymore,”Disneyreplied.“Doyoumakeupallthejokesandideas?”“No,Idon’tdothateither.”“Well,then,whatdoyoudo,Mr.Disney?”Afterathoughtfulpause,WaltDisneysmiledattheboyandsaid,“Well,sometimesIthinkofmyselfasalittlebee.Igofromoneareaofthestudiotoanotherandgatherpollenandsortofstimulateevery-body.Iguessthat’sthejobIdo.”JohnDiJuliusistheWaltDisneyofJohnRobert’s.InSecretService,Johndemonstrateshowthemosteffectiveleaderscontinu-ouslystrivetobringtogethertherightpeople,givethemthefinesttools,andinspirethemtodeliverunforgettablecustomerservice.Theyknowthatlegendarycustomerserviceisnotaboutsmilesandsimplybeingnice.It’saboutvision,systems,training,andcreatingamagicalmomentforeachandeveryguest...becomingtrulycus-tomerintimate.xiForeword13128FM.pgs11/1/029:01AMPagexiSecretServicetakesthereaderbehindJohn’sbestcustomerservicepracticestoglimpsehispersonalexperienceinbuildingaphenome-nallysuccessfulhairsalonandspa.He