The 10 Commandments to Providing a World-Class Customer Experience

In 2008 I had the fortune of joining what has now become a worldwide cause.

I come from a long family of restaurant owners, mom owned a restaurant, so did dad, my uncles, my aunts.  Never would I fathom at such an early age that the Customer Experience would become such a great part of my life.

The X-Commandments are the 10 principles shared by every great Customer service organization detailed by John DiJulius in his book What’s the Secret? These are the X-Commandments to delivering a world-class customer experience:

  1. Service Vision: A clear purpose of why the business exists.
  2. Create a World-Class Internal Culture: Attract, hire, and retain only the people who have the service DNA.
  3. Nonnegotiable Experiential Standards: Experiential standards everyone must follow.
  4. Secret Service Systems: Utilizing Customer intelligence to personalize their experience, and engage and anticipate their needs.
  5. Training to Providing a World-Class Customer Experience: Systems and processes that remove variation and provide a consistent Customer experience.
  6. Implementation and Execution: How to go from ideas on a paper to being consistently executed.
  7. Zero Risk: Anticipating your service defects and having protocols in place to make it right.
  8. Above and Beyond Culture: Constant awareness and branding of how to be a hero.
  9. Measuring Your Customer’s Experience: What gets measured gets managed.
  10. World-Class Leadership: Walking the talk.

When it comes to Customer service, do you know the rating for your company, location or department? The DiJulius Group has created an incredibly powerful tool called the Company Service Aptitude Test. The C-SAT not only pinpoints the Service Aptitude Level of your organization, but even more importantly, it lets management know where the strengths and opportunities are in order to get to the next level.

Customer Experience is the future of marketing.  And if you don’t start doing something about it someone else in your industry will.

About the author

David Wagner
Marketing Consultant at

Daveeed is the lead Marketing Consultant and CEO at 1marketingidea LLC.  He provides exclusive insights into how to produce a successful strategic marketing plan that yields results.  But don’t take our word, read what others have to say about his work.