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Yes. And we continue with our American stories. And up next, a story about a founder. And we love to tell founder stories here on the show. We love to tell stories of people who turn nothing.
into something. And here the storyteller is Horse Schulze, who co-founded the Ritz-Carlton Hotels in 1983. here in America. And this story has a lot to do with service. It has a lot to do with customers, and it has to do also with a fellow Atlanta founder.
Truitt Kathy. the founder of Chick-fil-A. and where the phrase my pleasure came from. We we all talk about service. L let me let me define service for a moment.
It it starts the instant you make contact. It doesn't start a second later. It starts, in fact, within nine feet. Why? Within nine feet.
You make decisions about somebody and they make a decision about you.
So it starts with the create welcome. Welcome. And then it continues with complying. to decay species. and that complying is very simply that.
I'm in that moment, it's not about me anymore, it's not about my company, it's about my customer. I'm now here to help that customer. To make the right decision for him or her. That's how I'm complying. I'm here to be an assistant to that guest to make a great decision for themselves.
And Dannett ends by saying farewell. That is service. Welcome, comply, farewell.
Now, if people talk about a credit service, ask them to define it. You haven't even given a thought what it is. That's why you don't receive it. They receive it if somebody happens to if you happen to be lucky and you happen to hit a nice person. not by design of the organisation.
And that is Right. It has to be designed by the organization. That there is service delivery, that means attention for the benefit of our customer. Uh y you know my relationship with Chick filer, you know. Den Cathy, who is, of course, Chick-fil-A is an exceptional company, exception people.
Dan asked me one day, they have you. He tells a story slightly different. I know that I'm right how I tell it, but they're very close to the same, the two stories. One day he asked me, have you been in the Chick-fil-A? I said, sure.
So what do you think? You're the best of a lousy lot. And he said, What? He said, Well, You're not great, but you're better than the rest of them. And we discussed that, and then, of course, you asked me.
to kind of teach these people and deal with them. And we did a lot of things together. And one thing was I had a meeting with his managers, all his vice presidents, in their headquarters. Talking about Verbal how to how to talk to a customer. And first of all, you should look at them within nine feet and say Hello, good morning, welcome, and so on.
Uh the behavioral analysts say that uh a person Relates to you and makes a decision when they come within about three meters, nine or ten feet. That's when you make a decision that instant.
So you want to make sure that that instant, a positive s decision, goes into their b uh subconscious. In fact, Uh we have an interesting study. In the very beginning of Fritz Kalen we had comment cards, which is not very scientific. But I had about four hundred thousand. When I was dealing with Shady Power, I knew Dave Power at that time very well.
Uh He said he was a step out of automotive, and we were the first company that they. actually did something with outside of automotive. I said, Well, Dave, I have this four hundred thousand cards here. I'm being told it's not a very scientific study, but and he said, Well, give them to me, we'll see what we can find. He came back and said, something very interesting here.
Whenever the first contact was good. That means Sales or reservation Dorman Front desk or Bellman. when I was called never ever. Did a complaint follow? Never, ever.
Whenever there was one negative in the first conduct. Always other complaints followed.
So with other words you can put people into a subconscious positive. If the first contact immediately it happens to be well And nine feet is very important because that's when the decision is being made subconsciously. Subconscious is stronger than conscience.
So it's a very important moment.
So we taught from there on, whatever you are doing within nine feet, you look at the customer and say, welcome. And eliminate, in our case, we said. Eliminate words like High. Because I want to tell the customer immediately you're important to us. If I say hi, I'm saying we are equal.
If I'm saying welcome, sir, welcome and I'm saying You're important to us, and I am very professional. I'm giving two messages here. which creates trust.
So And then of course we taught our people to eliminate two more words. Don't ever say folks, guys. Yeah. And Don't say okay. In our case, say I'm delighted to or it's my pleasure.
So right away this kit that I hide from inner city becomes a very elegant Young men that we put into credit uniform, credit because if I hire that kid, He now The next day is facing the chairman of the board of the Bank of England. How I'm going to make sure that interaction happens right. If I eliminate those three things, High or whatever. Dude, guys, folks. And okay, now all of a sudden there's a very elegant young man there.
So I was explaining that to to a Chick-fil-A. Uh and said No. You have to eliminate the okay. We use my pleasure. And I guess and I think this is wrong for your market segment.
Let's find a different word. And we were d everybody agreed. It was not the right word for Chick-fil-A. My pleasure was too fancy. and we kind of discussed it, when suddenly in the back of the room, Somebody raised a finger and said, I like my pleasure.
Which was true. The owner, the founder. discreet gentleman, I like my pleasure. I said, yeah, yeah, but You know, but it is too sophisticated for Chick-fil-A. Uh mr kazi That was true, Carthy.
It is too too sophisticated. It it you should He said, I like it. That ended the discussion, by the way. Guess what they're saying? They're saying my pleasure.
you know and and so and implemented some other criteria of service. which then will tell anybody that I was uh successful with to help them with. No, they they were they They didn't become an exceptional company because of me, but those are the little things that I helped them. Helped them with, including the My Pleasure thing, which they became famous for. I was wrong.
And now, I didn't tell them to use my pleasure. I was against it.
So, anyway. And a terrific job on the editing and storytelling by Craig Hengler. And a special thanks to Hor Schultze, as always, for sharing his stories with us. And it's not just a story, we have a bunch. By Horse, because, well, what a storyteller he is and what wisdom he has.
And by the way, what a thing to know that it all starts in that very first contact. And if you've ever been to Overich Carlton, it's different than the other hotels. Impeccably dressed, alert. They greet you from far away. It's always welcome.
And they're different on every contact throughout the organization. And we can all be different and we can all be better versions of ourselves. And what a story about my pleasure. and where it came from. Just beautiful storytelling.
Go to more of Horst's work on ouramericanstories.com. His book is called Excellence Wins: A No-Nonsense Guide to Becoming the Best in a World of Compromise. The story of where my pleasure came from. Here on Our American Stories. This is Julian Edelman from Games with Names.
I want to take a second to talk about something that's personal to me. I've had the privilege of working closely with Robert Kraft for a long time. And one thing I've always respected is how seriously he takes up standing up to hate. As a Jewish athlete my identity is something I am proud of. But I also know what it feels like to be singled out for it.
That's why this new commercial for the Blue Square Alliance Against Hate that aired during the big game really hit home. It's about showing up for someone when they're targeted, even if you don't have the perfect words. And sometimes standing next to someone is enough. and you can show support by sharing the blue square. Tired of spills and stains on your sofa?
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