How often do you use the word “certainly?” “Certainly” is one of the three words and phrases that are required to be used in every conversation by employees of the Ritz Carlton hotel chain. The Ritz Carlton is one of the most successful and profitable hotel chains in the world and is known for its 5-star customer service. If you begin to use the word “certainly” in patient conversations such as when a patient asks for a specific appointment, you will enhance your customer service immediately.