All businesses place some degree of value on customer service, but the few that take it to the next level create something very special in their clients: emotional equity. In their customers' eyes, these businesses are so good that the price they charge becomes irrelevant. Today's guest is John DiJulius, AKA the guy who dominates the customer service vertical, and he joins us to talk about how his consistent devotion to this one thing made him so successful. John has written all the main books about customer service, runs coaching masterminds on the topic, and provides his services to some of the best companies in the world as a consultant too. John tells the story of how he and his wife aimed to focus strongly on customer service with their fledgling company, John Robert's spa, and how this led to him getting asked to speak at events about his model thereafter.

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