Expertise, Efficiency, & Empathy
The Ritz-Carlton was built on the idea of a superior customer experience supported by a culture of excellence. Co-founder Horst Schulze even authored a book about his decades in the hospitality industry titled Excellence Wins. Given that “excellence” and “others first” are two of our six core values at ICE Stucco Repair, it piqued our curiosity and we wanted to understand Horst’s take on this big idea. And as is the case many times with the most impactful life lessons, he captured a “big” idea in three simple imperatives. We will never claim perfection at ICE but believe it is important that customers understand and feel the spirit of what makes us do what we do.
Be Good: The first truth is that the product and/or service should be free of “defects.” In other words, be good at what you do. Repairing stucco homes may not have the same ring as the high-end hotel experience, but many hours are dedicated to the process of accurately identifying and understanding any underlying stucco issues, effectively developing a plan to address those, and then diligently executing and getting the home back to a place that current and future homeowners will be confident in. We understand that homes are an extension of the owner and work on it is, in a sense, almost felt like an important surgery would be. We want a homeowner to feel good that they have made a wise choice for a stucco “doctor” who is qualified to take on something so sensitive.
Be Timely: Horst described an optimal customer experience at a restaurant being lost when a delicious meal is delivered late. Our work at ICE often centers on a home sale, with plenty of time sensitivities around closings and option periods. It is our ability to be accessible and responsive that separates us from other firms. We are realistic about the small part we play for a homeowner and a sale. We can never claim to be offering a service that will end world hunger, but when we seamlessly and efficiently fit in for a customer where they need us to, and do the quality work we committed to, we have potentially removed an unwelcomed pain point and become a lifelong resource for the current and future stucco repair needs.
Treat People Well: Finally, Horst contended that of the three service truths, this last one was arguably the one that mattered the most. When customers are treated like people and not transactions or account numbers, you win them over. In today’s world, sadly many people suffer in silence, trudging through life feeling unnoticed. We want to notice people and half-joke that on big, complicated jobs, by the end, after we’ve made real connections and been through some complex and tough conversations, we feel like we are part therapist and counselor. But it is by design – we want to bring authentic levels of empathy and care to each interaction. Yes, it is good for business, but truthfully, for all of us here, it takes what could become just a transactional business, and instead anchors it on something more fulfilling and enduring.
One of the better visuals is the old story that originated from Loren Eiseley in “The Star Thrower” about the girl on the beach that was covered with dying starfish. She was throwing one at a time back into the ocean. Someone, seeing this, went up to her and said, “What are you doing? Look at all these starfish. You can’t save all of these and make a difference.” The girl, thinking about it for a second, picked up the next one and threw it in the ocean, and said, “Well I made a difference for that one.” Somehow, without knowing it, she had captured the essence of Horst Schulze's sentiment. And when we at ICE look at the sea of current and future stucco homeowners, we diligently approach each one as another opportunity to be excellent by serving each one expertly, efficiently, and emphatically.