041: How do Apple, Starbucks, and Southwest Outperform the Rest of Their Industries Regardless of the Economy? Here’s How!

Chief Revolution Officer John DiJulius of the DiJulius Group answers this question: Why do companies like Apple, American Express, Tesla, Chick-fil-A, Starbucks, Amazon, Southwest, and Zappos always outperform the rest of their industry regardless of the economy? It is the service, stupid! Today, discover how one company increased revenue to over $2 million a month by improving customer experience.

What you will learn:

  • How a small number of companies have now redefined what customers expect from brands.
  • Most products and services today are of similar quality. The differentiator of products and their functionalities no longer plays a role in the customer’s purchase decision.
  • In a time of uncertainty, there are only 3 certainties in life: Death, Taxes, and Customer Experience.
  • Most CEOs fast-talk a commitment to customer experience but slow-walk execution.
  • Research has shown that in past recessions, companies that invest in and deliver superior customer experience during a downturn emerge, producing shareholder returns three times larger than average.
  • A study analyzes the stock market performance of the top-rated companies in customer experience versus the bottom-rated during the period of the last U.S. recession from 2007 to 2009. 
    • The worst CX companies had a negative 57% ROI; many of them didn’t survive.
    • The stock market struggled at a negative 16%.
    • The best CX companies posted a positive 6%.
  • In order to know what victory looks like, you must have an ROX (Return on eXperience) dashboard. The ROX dashboard should have 3-4 Key Performance Indicators directly tied to the level of customer experience delivered from every customer-facing employee and department.
  • How a mortgage company increased revenue to over 2 million dollars a month by improving their customer experience.

Resources mentioned:



Research: https://www.mckinsey.com/business-functions/marketing-and-sales/solutions/periscope/our-insights/surveys/~/media/D182880656F64FCE87D38093867CBEE6.ashx 


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About The Author

John DiJulius

John R. DiJulius is a best-selling author, consultant, keynote speaker and President of The DiJulius Group, the leading Customer experience consulting firm in the nation. He blogs on Customer experience trends and best practices.