I hate the word “No”! I truly do. And I can’t believe how many people from so many companies use it. It should be removed from the English vocabulary. O.K., maybe that’s a little severe, but it certainly should be removed from any customer service-focused company’s vocabulary.
Recently, when I was speaking at a prominent Las Vegas hotel, I went to my room and ordered room service. When asked if I wanted fries or coleslaw as a side, I inquired if I could have a side of fruit. The person’s response was a quick and unfriendly, “No. Fries or coleslaw.” They offer fruit as a dish on the menu, so obviously “no” was not the correct answer. How about, “Certainly. While you cannot substitute fruit for your side dish, I can add it to your order, should you wish.”
Cameron Mitchell Restaurants, 27 upscale restaurants in seven states, headquartered in Columbus, Ohio, not only has removed the word “no” from their 2,000 associates vocabulary, they have one of the best service brand promises I have come across: “The answer is yes … now what’s the question?” This is not just lip service. Everyone in the company walks this talk throughout the organization. They have created such a strong above and beyond legacy that nearly everyone tries to outdo each other daily with creative ways to exceed guests expectations.
Cameron himself created a brilliant metaphor that the company’s service philosophy is founded on. It is known as the “Milkshake.”
Legend has it that several years ago Cameron was a customer with his family at a restaurant, and his son asked if he could have a milkshake. The server said, “No!” There’s that word again.
Knowing the restaurant has ice cream, milk, and a blender all at their disposal, Cameron couldn’t fathom why someone would not accommodate a guest when it was so simple. So, the Milkshake became an icon to remind everyone in the organization about finding a way to say “yes.”
Having three young boys myself, I can’t tell you how many times this exact scenario has happened to me. More than a few times, we have been to a restaurant and one of my sons didn’t like anything on the kid’s menu and asked if he could have a grilled cheese sandwich. Nearly every time the answer was, “No!” You mean to tell me that every restaurant doesn’t have bread and cheese they can throw on a stove?
The Milkshake has grown into a life of its own at Cameron Mitchell. The company does an incredible job with the constant awareness of what the milkshake represents. They start every company meeting with a Milkshake Toast. They have a Milkshake Award given to the associates who best demonstrate the spirit of their service brand promise, “the answer’s yes … now what’s the question.” If you walk into any of their locations, it is likely you will see several associates wearing milkshake pins, milkshake icons on posters, memos, training material, and pictures.
John DiJulius III is the author of Secret Service, Hidden Systems that Deliver Unforgettable Customer Service.
He is also a keynote speaker and president of Minding Your Business, a Business Consulting firm specializing in helping companies become World Class Customer Service Organizations. John is also president of John Robert’s Spa, chosen as one of the top 20 Salons in the country. He can be reached at john@johndijulius.com.
