John DiJulius | Customer Experience Blog

Pizza driver eats toppings; nicest rejection ever

Subliminal negative experiences – Signage and language have the highest occurrences of negative cues. Unnecessary warnings and threats of punishment for violation of company policy are everywhere. I recently visited my doctor’s office and this sign reading, “No Soliciting” was on their front door. In addition, they proceed to list all the possible industries that might be calling on them. “This means we don’t want roofing, siding, cleaning services, …” Totally unnecessary because, # 1, businesses have too many signs up as it is; and # 2, your Customers should never have any negative experiences, even subliminal experiences. Anything that isn’t warm and welcoming about your business shouldn’t greet them.


Nicest rejection ever – Now I know businesses get sick of people walking in and soliciting; however, there are always better ways to say it. I always say, I want people to walk into my business for any reason, because if we are super friendly, it can only increase their positive awareness of our business for future consideration. Think about it: How many doors do they get slammed in their face per day? We want to be the nicest “No, thank you” they have ever received. For more negative cues see past eService Everything Speaks


Subliminal Positive Cue – I recently walked into a restaurant where I was startled to see a positive cue. Typically you see a sign at the entrance that reads, “Please wait to be seated.” This one said, “It would be our pleasure to seat you.” Just the slight tweaking of the message can have a dramatic impact on the hospitality mood your business is setting for your Customer. What are some messages in your business that can be re-worded to have a more positive connotation?


A pizza driver eats toppings off a Customer’s pizza – A pizza driver gets on an elevator, opens a pizza box, proceeds to eat several toppings off the pizza, then closes the box back up and delivers the pizza to the Customer. What he is unaware of is that he is caught on camera (elevatorcam). Check this out; you won’t believe it Pizza driver eats toppings off pizza before delivering it.


Always, Always on stage – Show this video to your employees. While I am sure your employees have much better sense, they need to understand that today, with video cameras on everyone’s phones and social media, your employees need to know they are always on stage. Discuss what things they could do when they are not aware they are being watched.


The Rory Vaden Show – Best selling author and keynote speaker Rory Vaden recently interviewed me on his weekly radio show about the power of Secret Service Systems. By the way, Rory was one of our top rated keynote speakers at last year’s Secret Service Summit. You can listen here to The Rory Vaden Show.




It is not enough to be considered the best of the best, 

you need to be considered the only one that does what you do. 


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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