John DiJulius, whose company’s mantra is “making price irrelevant,” will be the keynote speaker at the 2012 Club Industry Conference and Exposition, Oct. 10-12 in Las Vegas, Club Industry announced this week.

As president of consulting firm DiJulius Group, Cleveland, DiJulius works with businesses to help them implement world-class customer service so price becomes irrelevant. Companies such as The Ritz-Carlton Hotels, Lexus, Nordstrom, Starbucks, Hallmark, Panera Bread and Chick-fil-A are among his clients.

“With competition from $10-a-month clubs hitting many mid-priced club operators strongly these days, John’s message is extremely relevant,” says Adam Andersen, Club Industry show director. “But because his message relates to customer service, he also has something to say to facility operators at all price points and serving all markets.”

In addition to working with larger companies, DiJulius has translated his theories into practice at smaller companies—including his own. He is president and owner of a second business, John Robert’s Spa, which is headquartered in Highland Heights, OH, and has five locations with more than 150 employees. He uses his spas as his living laboratories to test his findings and theories about customer service, he says. His company has been named one of the top 20 salons in America and has been selected repeatedly as one of the top 99 companies to work for in Northeast Ohio.

DiJulius also has written two books, “Secret Service, Hidden Systems that Deliver Unforgettable Customer Service” and “What’s the Secret to Being a World-Class Customer Service Organization?” He also writes a blog on customer service.

DiJulius’ keynote address will be Oct. 11 at the Las Vegas Convention Center.