John Dijulius III is on the cutting edge of what top notch customer service means in our modern digital world. The computer age has fundamentally changed the nature of what used to be exclusive face to face interactions but individuals such as Dijulius understand that, in light of these paradigm shifts, focus on providing a satisfying customer service experience is more important than ever. He has established a philosophical framework and concrete guidelines for how companies should approach customer service in our world today and these principles are applicable for any sort of business interacting with the public. His new book The Relationship Economy: Building Stronger Customer Connections in the Digital Age comes from an experienced author, as well, with now five books to his credit and Dijulius communicates his ideas to readers in a clear and concise way that never risks losing them in the weeds.


Much of the reason why is thanks to a comprehensible and accessible prose style Dijulius sustains for the entirety of the book. His background and experience in this field means he could overwhelm readers with waves of jargon-speak and terminology, but he takes pains to explain his terms and never relies on them to carry the work. Dijulius, instead, focuses his effort on speaking to readers in a conversational way that seeks dialogue building with the reader rather than lording his experience and extensive knowledge over them. There is no teacher/pupil relationship defining this book; he approaches his readers as an equal instead.

It reinforces one of the book’s central points – no business will survive for long in our current climate unless they succeed in establishing personalized connections with their customers. They may experience an initial flush of success, but Dijulius hammers home the point over and over that a predictable yet interesting phenomena has taken place in society – our technological advancement has divorced us from the interpersonal contact once defining societal relationships, increased our loneliness, and as a result, we crave personalized contact more than ever before. Those companies unable or unresponsive to this need will wither in the wake of those who do.

Dijulius never has a curmudgeonly attitude about technology. He acknowledges throughout the book that such advancements have wrought monumental and many positive changes in the way businesses operate, but stresses often that the ideal paradigm moving forward from here is a balanced synthesis of the cutting edge alongside the tried and true. One lacking the other will never be enough to sustain lasting success or productive ROIs (return on investment) for entrepreneurs.


John Dijulius III’s The Relationship Economy: Building Stronger Customer Connections in the Digital Age has immediate relevance in our modern world and will continue to enjoy such status for many years to come. His book, long after the digital revolution has settled into a more staid and settled pattern, will still hold considerable allure as an important document pointing the way towards the future from one of the business world’s best minds in this era of history. It has the staying power that he argues is possible for responsive companies today and stands as a gripping reading from first page to last.

Garth Thomas