John DiJulius | Customer Experience Blog


FIGURING OUT WHAT OUR CUSTOMERS ARE TRULY BUYING FROM US IS THE SECRET
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At John Robert’s Spa, we have always made our Service Vision crystal clear to our employees, starting in the interview process.  Our Service Vision has been the same since day one: February, 1993. Stacy DiJulius, founder of John Robert’s Spa, was passionate about bringing something more to the beauty industry than just good hair.  Stacy’s vision was, as a team, to “Enhance the quality of lives around us.”

Whose lives? Team members, guests, and community.

How? Through providing the “JRX,”  The John Robert’s Xperience.  The JRX is delivered by providing three critical elements of the John Robert’s Xperience, so when we provide one or more of them, we become more of a non-negotiable entity in our customer’s lives and make price significantly less relevant.  The three critical elements of the John Robert’s Xperience are Fashion, Escape and Confidence.

  • Fashion – Our guests trust us with the most sacred thing they have, their appearance. They depend on us to have cutting edge skills and expertise that will guide them to look their absolute best. They should not be able to find a more highly trained service provider anywhere in the industry.
  • Escape – It is a stressful world out there, and everyone is trying to balance so much between work and home life. We are that one place where they can get away for a 60 minute vacation, unwind, and be replenished.
  • Confidence – Self-esteem cannot be measured. But we put the bounce back in people’s step. The one they get when they know they look their best. The confidence that gives them a huge advantage in their daily lives.

When we get our team members to focus on selling fashion, an escape & confidence we become an incredible value.  When we sell a 5:30 haircut or manicure, we sell an expensive haircut or manicure.  Which is why we focus on marketing the JRX 365 days a year to our team members in countless ways.  I know this has been a key reason we had 16 consecutive years of positive sales growth. Last year, during one of the most difficult economic times, we were only down 4% compared to the rest of our industry which was down over 20%. This year we’ve had more than 5% growth over last year.

SuperService
The success of Superquinn grocery store, 17 locations in Dublin, Ireland, can be traced to whatSuperquinn the owner, Feargal Quinn, calls the “boomerang principle”; doing everything to keep customers coming back, which often means looking past short-term expenses to long-term customer loyalty.

Here is how Superquinn does not let the boomerang principle be a fancy buzzword: They have a concierge on the premises who recommends restaurants or helps organize parties; a greeter who looks after shopping carts, offers coffee or soup to shoppers, and is responsible for recognizing and directing new customers. Superquinn also provides an umbrella service for unprepared shoppers who get caught in a sudden downpour, package carryout to customers’ cars, and a delivery service to customers’ homes. Every Superquinn store is equipped with a playhouse area, staffed by trained child-care specialist, where Superquinn customers can leave their children to play, free of charge, while they shop.

Superquinn also has a Superclub program, which is a loyalty program. It is not like all the rest; its uniqueness is in how Superquinn uses the loyalty program to create services that are valued by customers. For instance, customers can get reward points on their cards for pointing out problems in the stores such as wobbly shopping carts or an out-of-date product. This has turned their entire customer base into Quality Control Agents while having fun at the same time. The Superclub card also makes it possible for Superquinn to understand its customers. The card clearly identifies customers as members of a particular household, which allows them to collect the purchase history of the entire household. When the customer checks out with the Superclub card, his or her name is displayed on the cashier’s screen, allowing the cashier to address the customer by name.

~John DiJulius best-selling author, consultant, and keynote speaker, is the President of The DiJulius Group, the leading customer experience consulting firm in the nation.  He blogs on customer experience trends and best practices. John DiJulius is the innovator of a methodology called Secret Service a customer service system which consistently enables organizations to deliver World-Class Customer Experiences.  He will be presenting in SAN DIEGO this September 15th, 2010.  Click here for details.

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