Mastering the Norm Factor

On May 20, 2025, at the age of 76, George Wendt, the beloved actor who played Norm Peterson, passed away. Norm played a pivotal role in my career.

The original title of my first book was Mastering the Norm Factor, referring to the popular 90’s sitcom “Cheers,” based on a bar in the Boston area, whose theme song ran, “Where everyone knows your name, and they’re always glad you came.”

Before my manuscript was published, I decided to change the name of the book title to Secret Service: Hidden Systems That Deliver Unforgettable Customer Service. However, it was what I called “Mastering the Norm Factor” that helped build my first business John Robert’s Spa to what it is today and because of its excellent reputation for customer service, my speaking career was born, which led to birth of The DiJulius Group.

It was our focus at John Robert’s to make everyone feel like Norm. Whenever Norm walked into Cheers, everyone yelled, “NORM.” The bartenders, barmaids, and customers all knew Norm, knew what he ordered, and were familiar with his personal life (FORD).

What would happen if Norm walked into Cheers and found a new bartender who didn’t know him? What if no one recognized or acknowledged him? Would Norm make Cheers the only bar he frequented or go there as often as he did? Probably not. It’s safe to say that Norm would not be as good a customer if he weren’t made to feel special.

*Related – 204: Secret Service – The Power Of Personalization In Service

The key was to make everyone feel like Norm. It was easy to recognize the regulars who came in often. The secret (service) was to make the customers who came in only once or twice a year feel like Norm.

Think about your favorite restaurant, hardware store, grocery store, or coffee shop. Why do you really like to go there? In most cases, you feel the way Norm did. When you want to impress someone, where do you take him to dinner? You go to the place that treats you special, making you feel like a VIP.

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Cheers Theme lyrics by Gary Portnoy / Judy Hart

Making your way in the world today. Takes everything you’ve got
Taking a break from all your worries. Sure would help a lot Wouldn’t you like to get away?

All those nights when you’ve got no lights. The check is in the mail.

And your little angel. Hung the cat up by its tail. And your third fiancé didn’t show.

 Sometimes you wanna go

Where everybody knows your name
And they’re always glad you came

You wanna be where you can see
Our troubles are all the same

You wanna be where everybody knows your name

 Roll out of bed, Mr. Coffee’s dead. The morning’s looking bright (the morning’s looking bright).
And your shrink ran off to Europe. And didn’t even write. And your husband wants to be a girl.

Be glad there’s one place in the world.

Where everybody knows your name
And they’re always glad you came

You wanna go where people know
People are all the same

You wanna go where everybody knows your name

Ready to make ALL of your Customers feel like Norm?

Customers gravitate toward brands that deliver more than just a transaction—they seek experiences that make them feel valued, appreciated, and unmistakably VIP.

Book a complimentary advisory call with a DiJulius Group expert today. We’ll show you how to empower your team, deliver consistently exceptional experiences, and build a culture that attracts and retains both talent and customers.

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Listen to Our Most Recent Podcast #205:  Secret Service: The Power of Personalization in Service, Part 2

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