John DiJulius | Customer Experience Blog

Apple’s Customer Service Secrets

Customer Service Course

Customer Service in the Classroom – I can’t believe it! I stumbled upon a school that offers a course on customer service. Get this: it is not a university, but a high school. West Nassau High School in Callahan, FL, offers an elective in orientation on customer service where students can develop their ability to interact with others face-to-face, personally and professionally. Read the article

Apple’s Customer Service Secrets – Apple stores have more people visit in one single quarter than all the people who visit Disney’s four major theme parks in one year. How do they do it? One reason is they are known for delivering fantastic customer service. An article appearing in The Wall Street Journal shared some insight on Apple’s steps of service training; which are spelled out as A.P.P.L.E:

  • Approach customers with a personalized warm welcome
  • Probe politely to understand all the customers’ needs
  • Present a solution for the customers to take home
  • Listen for and resolve any issues or concerns
  • End with a fond farewell and an invitation to return
Read the entire article

Five Regrets of Dying – I recently read a good article by Bronnie Ware titled “Top Five Regrets of the Dying.” It is my belief you can never read this type of stuff enough. The number one regret that really shocked me was, I wish I’d had the courage to live a life true to myself, not the life others expected me to live. This is really a sad statement, one obviously shared by many — too many. Check out this short article and make sure you don’t have any regrets before your time comes.

Touché Customer Service Vision Statement – With each of The DiJulius Group’s consulting clients, we always start at the most important place: Commandment I — Service Vision (of the 10 Commandments to Building a World-Class Customer Experience Organization).   The Customer Service Vision Statement and Pillars are critical if you are truly creating a customer service revolution in your organization. I have been fortunate to work with many successful companies, including some that are on the Fortune 500 & 100 lists.

However, I recently worked with a small business, Touché Salon, in Liberty, Illinois. As I was helping them create their customer service vision statement, they already had a draft they wanted to share. Typically, (actually always) the first draft of a company’s service vision statement is so far off the mark it does not come close to what the guidelines of a solid statement needs to be: measurable, actionable, trainable, and easy for employees to understand. When Debra Marinis shared their draft, “Happy People making People Happy,” I immediately went into autopilot and started to politely explain why that doesn’t work, until I was having a hard time explaining what was wrong with it. It was so simple, but was it actionable and more importantly, measurable? Let’s look at the first part, “Happy People…” is that measurable, are our employees smiling, do they have positive attitudes, are they excited and engaging with the customers? Yes! Let’s look at the second part, “…making People Happy,” is that measurable and actionable? Are our customers smiling, happy, and satisfied with their experience? Yes! I felt like I wasn’t providing value as a consultant because I didn’t have anything to add, suggest or tweak about their statement. It was perfect. They nailed it! The Service Vision statement is the “what” we need to provide to our customers, and the pillars are the “how” we do that.

One of the biggest problems successful companies experiencing rapid growth encounter is they stop thinking like small companies. Keep it simple!

Secret Service Certification – be part of the next select few who become a Secret Service Certified facilitator. Registration is now open to our next, one of a kind, customer service training program taught by THE authority on world-class customer service John DiJulius. This July 19 & 20 become one of an elite group of Secret Service Certified Agents.


These train the trainer programs are based on the ‘Secret Service’ methodology by John DiJulius. Taught by him EXCLUSIVELY, this 2-day class will provide the tools necessary for you to become a specialized customer service trainer in any industry. You will:


  • Become a Certified Secret Service ™ Agent and train others to provide world-class customer service
  • Learn to facilitate the Customer Experience Cycle™ Workshop to companies in any industry
  • Receive all tools necessary to create your own keynote
  • Gain rights to the use of the Secret Service logo™, facilitator guides, and handouts
  • Get unique agent discounts and incentives on educational conferences and resources like books and online training


Download your application HERE and submit it via email to or fax it to (440) 919-0306. With any questions call us at 440-443-0022.





 A complaining client is giving us the opportunity to make things right.
It’s the silent ones that kill us. Because they don’t stay silent once they leave your business.



John R. DiJulius III 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. Learn more about The DiJulius Group or The Secret Service Summit, America’s #1 Customer Service Conference.

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