“The New Gold Standard – the Ritz Carlton Hotel Company” By Joseph A. Michelli
By Jie Zhang
Cal Poly Pomona
Winter 2013, GBA 671
Professor Ed von Leffern
Book review for
“The New Gold Standard – the Ritz Carlton Hotel Company”
Ernest Hemingway once wrote “When I dream of afterlife in heaven, the action always takes place in the Paris Ritz.” The Ritz-Carlton becomes synonymous with perfection and luxury worldwide through its painstakingly attention to detail, practical innovation and creation of an unrivaled customer experience. Today the Ritz-Carlton has become the benchmark standard of customer service that other world-class companies such as Apple and FedEx strive to emulate. Regardless of what industry they are in, the techniques employed at Ritz-Carlton have helped many companies increase their customer loyalty to levels previous unseen. “The New Gold Standard” shares the wisdom of Ritz Carlton’s five principles to maximize one’s ability to deliver quality and world-class service throughout business and personal life. Firm and steadily practices its five principles, one will have the opportunity to form and strengthen industry new gold standard. This book also helped me understand how Ritz-Carlton differentiates itself in employee loyalty, first-class customer service and great branding and principles. My book review will be combining Ritz-Carlton’s five principles with my own experience working at the Century City InterContinental hotel in China and The Sheraton in Downtown LA with those described in the book. Specifically the five gold standards are: 1. Define and Refine
2. Empower through Trust
3. It's Not about You
4. Deliver Wow!
5. Leave a Lasting Footprint
The gold standards:
The customer is always right! Since founder Caesar Ritz first managed the Paris and London Ritz-Carlton, the brand has focused on providing guests with excellence experience without compromise. Its focus on creating a legendary customer experience has been recognized by the United States Department of Commerce by wining the coveted Malcolm Baldrige National Quality Award two times. The gold standards create the foundation for the hotel’s unique guest experience. The Ritz Carlton is unique in creating a company culture that brings out the best in its employees.
Ritz-Carlton has condensed the essence of their mission statement into three sentences which reflects its commitment to its guests. Each employee is referred to a lady and gentleman, and carries a credo card with them at all times. The credo reads as below:
“The Ritz-Carlton is a place where the genuine care and comfort of our guests is our highest mission. We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambience. The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.”
“Ladies and gentlemen serving ladies and gentlemen.” Ritz- Carlton is known for treating employees with the same care as its customers. Employees in the service industry appreciate the level of respect and admiration that may be seldom experienced in their home country where they may face social or economic challenges. Its groundbreaking emphasis on service and support at all levels of its organization has been an industry model for years.
The three steps of service
Anytime a customer comes into contact with any aspect of a business, it is an opportunity to form an impression, also called “moments of truth” in service industry. Employees at Ritz-Carlton not only fulfill guest needs but take the extra effort to impress them. Is has become the industry standard to give the guest a warm and sincere greeting, anticipating and complying with guest needs, saying a fond farewell and using the guest’s name when possible. The consistent execution of simple...