Master of management
Gadjah Mada University
Designing and managing services
Case Study : Ritz-Carlton Hotels
Lecture : Prof. Dr. Basu Swastha Dharmmesta, M.B.A
Irwan Arfandi Bachtiar
Ritz-Carlton Hotels, California, USA
Ritz-Carlton is a brand of luxury hotel and resort with 70 properties that are located in major cities and exclusive resort destinations of 23 countries worldwide. The Ritz-Carlton brand is managed by the Ritz-Carlton Hotel Company LLC, a subsidiary of Marriott International. The Ritz-Carlton Hotel Company has currently 32,000 employees. The Ritz-Carlton headquarters are found in Chevy Chase, Maryland, a community along the border of Washington, D.C..
Ritz-Carlton redefining again 5 New Gold Standard, is primarily intended to help managers, owners, and leaders understand the driving principles, processes, and practices that have generated unusual staff loyalty, world-class customer engagement, and significant brand equity for Ritz-Carlton. People are spending a lots of money now, they are looking for luxury, finest, comfortable, warm, relaxed and others great facilities from living for a while in hotels, Ritz-Carlton have to provide it as they services. Simon F. Cooper, president and chief operating officer, The Ritz-Carlton Hotel Company, L.L.C., said “Over the years we have been approached by many authors seeking to write about our company and examine the methodology we have used to make The Ritz-Carlton brand one of the most frequently recognized and critically acclaimed luxury names in the world. Only when Dr. Michelli came to us with his vision for telling the story did we agree to provide unprecedented levels of access to our Ladies and Gentlemen and customers. We believe sharing what we have learned will provide valuable lessons to any company seeking to improve its customer service, whether they are a small day spa or a Fortune 500 company.” 1
As the main idea of Ritz-Carlton business, services is being number one performance to offer to consumer. Ritz-Carlton leaders are responsible for stewarding an icon in the luxury market, through a constant quest for excellence, to continue its success in a changing global economy and with changing customer needs. Even in areas of international growth, succession planning, finding the best location for your business, or determining meaningful quality enhancements, Ritz-Carlton offers a rich tapestry of leadership successes and breakdowns that can help you shorten your path to greater success. This topic is closely related to 5th point of their gold standard. Or course they still doing exceptional services because, customer satisfaction and loyalty are logical consequences for maintaining that high standard. Ritz-Carlton also doing step they called three steps of service, that intends to give more respect for the customer, but do not forget it can brings more respect from the cstomer to the Ritz brand more. The three steps of service are :
1. A warm and sincere greeting. Use the guest's name.
2. Anticipation and fulfillment of each guest's needs.
3. Fond farewell. Give a warm good-bye and use the guest's name. The New Gold Standard is The Ritz-Carlton Hotel Company's legendary service. The 5 principles that identified as elemental to creating Ritz-Carlton's memorable customer experience:2 1. Define and Refine
2. Empower through Trust
3. It's not about You
4. Deliver WOW
5. Leave a Lasting Footprint
What is at the essence of this iconic company? What is the Ritz-Carlton experience? While the answer reflects some variability based on the source, there is a striking consistency of opinion.
Ritz-Carlton 5 Golden Standard, that they called to serve customer all the time, how its woks? What is customer...
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