“It takes 20 years to build a reputation and five minutes to ruin it.” This book is both entertaining and fascinating, with plenty of great stories about how certain companies have profited from treating their customers not just right, but the extra mile. Also included are some who didn’t, with corresponding results. It also explains why that perkiness that sometimes strikes me as fake on the phone or in person is used. I’d imagine there’s a lot of executives who wouldn’t bother to read this--or listen at the author’s seminars--but for those with an open mind and not-giant ego, this can only help.

Listen up CEOs, managers, entrepreneurs. The magic in keeping your business thriving and surviving and putting more money into your pocket is by caring about your customer- pure and simple. John Dijulius is quite clear that if something is wrong in your business and you are doing everything technically right, it could be how you treat your customers. And in his latest book, he has the case studies and facts to back this up.

As a person in customer service/sales industry myself, I can admit customers can be huge babies and want things done yesterday. However, I am also a consumer and there have been times when a sales rep has made my sour day turn worse. For instance, when Netflix decided to up their prices all of sudden, customers sounded off online,

In 2011, Netflix had a severe fallout. And the internet magnified the situation, causing over 80,000 Facebook fans to sound off(16)

Dijulius goes on to list examples of companies who actually put customers first and are still standing strong: Amazon, Zappos, and Starbucks. Just to name a few. If you have purchased anything from these places you know very well how much they value their customers.

He also uses excellent examples of how to turn your customer away and lose your business. I would love to list all of them here, but let's just say that posting something like,

"We are not responsible for your lost or stolen items"
or,
"Your 5:00 is here."(I am not a 5:00, my name is Erica)

Are great ways to depersonalize and not care.

Dijulius mentions other humbling techniques to personalize your experience with customers and I have to admit, it will be difficult for those not trained in really caring how the customer feel. So some of the advice in this book is kin to a giant, jagged pill to swallow.

An awesome book, by a humbling friendly personality.

My review will appear in the May-June issue of Global Business and Organizational Excellence, a Wiley publication.