How to Never Lose Another Customer - with Horst Schulze

Have you ever stayed up at night wondering if that client or account is going to re-sign their contract? You're not alone. Recently, I was able to spend time with the legendary, Co-founder of the Ritz Carlton, Horst Schulze, in a private teaching. I paid careful attention because the Ritz-Carlton has been recognized for numerous awards being the gold standard in customer service. Here is what I gathered on how never to lose another customer again.

Defect Free

When people purchase items or pay for a service, they expect it to be defect free.

What makes buying items used (or off craigslist) so sketchy to me is that we can't be guaranteed it will be defect free. One of my first cars was a Toyota hatchback called a Matrix. I figured that since I bought it from a formal business, it would be sufficient. Unfortunately, I was wrong. From the moment I got home, the engine light came on, and it started making a humming noise along with constant shaking. After taking it to a mechanic, the diagnosis was that the engine was ruined and needed a replacement. The car was a lemon, and the place I bought it from wouldn't do anything to fix it. Needless to say, I was never going back there.


People's expectations of service regarding speed are growing more extreme every day.

Horst shared some crazy research insights that indicated that ten years ago people started to get frustrated after four minutes of waiting to be taken care of and checked in. Now, it is a staggering twenty seconds before the customer begins to feel inconvenienced by the wait time. It is essential that our companies be prompt to respond and take care of our clients.


Be friendly and treat people with respect and care.

If all else fails, be exceptionally kind. The water could come out five minutes late and half empty, but if our teams apologize, own it, and try to make amends, most people will see it as excellent customer service.


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Evan Knox

Founder Of Caffeine Marketing