John DiJulius: How to Make Price Irrelevant

John DiJulius wants to start a customer service revolution. And he will share how during his keynote address at this year’s Club Industry show.

DiJulius is president and owner of John Robert’s Spa, which was named one of the top 20 Salons in America by Launchpad magazine. Through his other company, The DiJulius Group, he has worked with and studied world-class companies, including The Ritz-Carlton, Lexus, Starbucks, Nordstrom, Nestle and Marriott, fi nding common practices that have helped him to redefi ne customer service in corporate America.

“The DiJulius Group’s purpose is to change the world by creating a customer service revolution,” DiJulius says. “Everything we share and teach is about making price irrelevant. We want to be able to charge premium prices based on the experience the company is consistently giving its members.”

The author of two best-selling books, “Secret Service: Hidden Systems That Deliver Unforgettable Customer Service,” and “What’s The Secret? To Being a World Class Customer Service Organization,” DiJulius translates his experience working with large companies to processes that fi t smaller businesses.

DiJulius says his customer service practices leave customers with immediate satisfaction without increasing payroll or decreasing productivity.

He does not recommend slashing prices, offering gimmicks, acquiring other businesses or laying people off but rather looking closer at long-term growth and training employees to engage with customers consistently.

“Clubs have a great opportunity because they have members they have information about,” he says. “A lot of companies don’t know who is coming into their business each day. Clubs need to teach employees how to use this customer intelligence to personalize their customers’ experience and anticipate their needs.”

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