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 were still plenty of great takeaways that can–and should–be applied to your business.
Book Review: What’s the Secret To Providing a World-Class Customer Experience
by John R. DiJulius
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 the 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 don’t think the customer needs to know customer service is actually taking place in order to be dissatisfied. What you’re doing is heading off dissatisfaction before it happens, without the customer even being aware.
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.