I wouldn’t call myself a customer service expert, but I do know how to influence people and move them to take action.
And when I applied these skills to the domain of customer service, our sales went up, our retention improved, and our customers were happier.
Why?
It’s based on two essential concepts, which I call Secret Service and Anticipating the Need.
Let me show you what I mean.
The Power of Secret Service: Making Your Customers Feel Seen
One of the biggest game-changers in customer service is something called “Secret Service.”
This concept comes from John DiJulius, who is a customer experience pro.
His philosophy revolves around not just providing good customer service, but taking it to the next level by personalizing your interactions in a way that feels almost magical to the customer.
Good customer service is about being polite, responsive, and efficient.
But Secret Service goes beyond that—it’s about doing something specific and personal for each individual, making them feel truly seen and valued.
Secret Service in Action
Imagine you run a store and on Valentine’s Day, you hand out a rose to every woman who walks in.
That’s good customer service.
It’s a nice touch, right?
But it’s still a one-size-fits-all gesture.
Now think about this: what if you knew that one of your clients recently celebrated a milestone, like graduating from NYU, and instead of just sending a generic “congratulations,” you sent them an NYU sweatshirt?
That’s Secret Service. It’s personalized, it’s thoughtful, and it hits on something important in their life.
At Brand Builders Group, we do our best to incorporate this idea of Secret Service into everything we do.
We pay attention to the lives of our clients—whether it’s a significant personal milestone or a difficult loss, we try to show up in ways that matter to them specifically.
For example, when one of our clients, Amy Porterfield, hit the New York Times bestseller list, we didn’t just send a quick “congrats” email.
We sent a giant balloon that said, “Congratulations, NYT Bestselling Author!”
It was a small gesture, but one that showed we were celebrating with her.
These kinds of actions build long-term relationships.
And while they’re not done with the intention of driving sales, they inevitably do—because when people feel cared for, they become loyal advocates of your brand.
This is one of the core values we operate on at Brand Builders Group: we’re not here to just make a quick buck, we’re here to build lasting relationships.
Secret Service Tip: Next time you’re interacting with a client, ask yourself, “What can I do to make this experience truly special for this specific person?”
(And for the record: you don’t need to spend a lot of money to show that you care.)
Anticipate the Need: Going from Good to Great
The second key to world-class customer service is anticipating the need.
Meeting expectations is good; exceeding them is great.
But when you anticipate your customer’s needs before they even realize what they need, that’s when you become unforgettable.
Good customer service is reactive.
If someone asks for something, you give it to them.
Great customer service is proactive.
It’s knowing that if a customer checks into a hotel late at night after a long flight, they might need a toothbrush or a snack.
Anticipating the little things can make a huge difference in how someone feels about their experience with you.
Anticipating the Need in Business
At Brand Builders Group, we live by this principle of anticipating the need.
We’re constantly asking ourselves, “What will our clients need next?”
For instance, we’ve spent years developing tools like our Instant Automation Toolkit to help clients not only understand our strategies but to actually implement them with ease.
We knew that once someone learned how to build a sales funnel, they’d need a landing page.
So we created templates to help them take the next step.
And this goes for everything we do—whether it’s creating resources for our clients, introducing them to trusted vendors, or simply checking in with them to see how we can make their journey smoother, we’re always looking ahead to solve problems before they arise.
This mindset applies to all areas of life, not just business.
Whether you’re trying to earn a promotion at work or build a stronger relationship with your spouse, anticipate the need.
Don’t wait for someone to tell you what they need.
Look ahead, think about what would help them, and act on it.
That’s how you become indispensable.
Anticipate the Need Tip: Look at your customer’s journey.
Where are they likely to hit a roadblock?
What’s the next problem they might face?
Can you provide a solution before they even ask for it?
If you can, you’ve just delivered world-class service.
Why These Strategies Work for Sales
Now I know this blog is about customer service, but here’s the key connection: Reputation precedes revenue.
When you provide Secret Service and anticipate the needs of your customers, you build a reputation that no amount of traditional marketing can match.
People trust you.
They want to work with you.
They become not just customers, but raving fans.
And in the long run, that loyalty turns into revenue.
You may not be able to track it directly, but trust me, the impact on your bottom line is real.
If you want to take these ideas further, I highly recommend checking out our friends who also excel in this area: John DiJulius and his work on Secret Service, John Ruhlin and his book, Giftology, and Brittany Hodak on creating superfans.
And if you want to learn more about how we can help you apply these strategies to your personal brand, let’s talk.
We offer one free consultation where we’ll chat about how to make your brand stand out through world-class customer service.
Click here to schedule your call with Brand Builders Group!
Care More, Do Better
The best customer service isn’t about scripts or standard responses.
It’s about genuinely caring for people.
When you show people that they matter—whether it’s through an unexpected gift at an unexpected time or by anticipating their needs—you build trust.
You create connections that go far beyond transactions.
And that’s where real growth happens.
So take a step back, look at your customers, and ask yourself: How can I serve them better?
How can I make them feel important and valued in a way that’s personal to them?
If you do that, the sales will follow.
