...2 Introduction For the opening of The Ritz-Carlton hotel in Washington D.C. the company once again aims to achieve an excellent standard of service quality. Their excellent service is one of the main strengths and the company highly values its employees, recognizing them as one of their most important resources. The following paper will provide a thorough analysis of the case using theories that could help the Ritz-Carlton deciding on how to achieve their usual standard. Best-fit elements in Ritz-Carlton Every company has its own environment, its context in which to try and make operations as successful and rewarding as possible. Different countries, sectors, systems and employee groups are all part of it (Boxall and Purcell, 2008), while there is an increasing awareness that human resources are of high importance to a company’s performance. Considering the people of a company being such an important resource, the challenge occurs to align human resources with the company’s strategy at best possible, in order to reach its goals. This best-fit theory includes a horizontal fit, meaning the fit between different HR practices in order to establish one coherent HR system. It also includes the vertical fit, meaning the alignment of the company’s strategy with the HR practices throughout the company (Delery, 1998). The Ritz-Carlton management aims to be excellent in what they do: providing excellent service, which as they say accidentally occurs in the hotel-business. The company...
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...Table of Contents 1.0 Executive Summary 2 2.0 Introduction 3 3.0 Brief Description of the Company 4 4.0 Analysis of Customer Relationship Marketing Strategies 5 4.1 The Value Proposition of Ritz-Carlton 5 4.2 The Concept of Experience Economy 6 4.2.1 The "wow effect" of the Company 6 4.3 Four Tier Customer Pyramid 7 4.4 Customer Relationship Management 8 4.5 Customer Complaint and Gap Model 9 5.0 Conclusion 10 6.0 Recommendation 11 7.0 References 12 1.0 Executive Summary The purpose of this report is to analyze the relationship marketing strategies by selecting one service organisation from certain industry and suggest five recommendations for the service organisation to improve its relationship marketing strategies. The introduction of this report started with the introduction and brief description of organisation about the history, objectives, achievements and competitive advantage. The body of the report will be the analysis of the customer relationship marketing strategies of the organisation. This part will explain about the value proposition of the organisation, followed by the concept of the experience economy and development of "wow effect". After that, application of the four tier customer pyramid will be discussed and also analyze how the organisation conducts its customer relationship marketing to build a loyal customer base. At the end of the body part, the processes that the company handle its customer...
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...BSIE 4 – 3 Ritz-Carlton Case Study Introduction Nowadays, many business trips held in hotel and resorts, many tourists spend their nights in prestigious luxury hotels to have one of a kind experience and it can be traveler or family affair. In service industry, one that tops the list is Ritz-Carlton Hotel Company, world-renowned for being premier provider of luxury lifestyle experience. Ritz-Carlton is the leading brand of luxury hotels and resorts with 84 properties located in major cities and resorts in 26 countries worldwide. Making it to the top and the only service company in America that has won Malcolm Baldrige National Quality Award not only once but twice. Its legacy continues and in 1997, Marriott International purchased The Ritz-Carlton which operated as a wholly owned subsidiary. When it comes to style, quality and unsurpassed service, the Ritz-Carlton Hotel Company has set the Gold Standards in giving their highest level customers satisfaction. It is compromised by five elements: “The Credo,” “The Motto,” “Three Steps of Service,” “The 6th Diamond,” and “Employee Promise.” Their reputation for going above and beyond their customers’ expectations and cultivation brand loyalty has made devotees of their service model in the hospitality industry and beyond. It’s simply their motto “We are Ladies and Gentlemen serving Ladies and Gentlemen,” suits their legendary customer service. Discussion Questions: 1. In what ways could the Ritz-Carlton monitor its...
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...Title Page Course – MKTG 6300 Fall 2007 Service Marketing Student Name: Maria E. Kobayashi Individual Case Analysis Individual Case Summary: Ritz – Carlton Hotels 1. Key issues Ritz – Carlton (RC) wants to be perceived as the premier luxury hotel, with differentiated and personalized service, high levels of guest retention and guest recovery rates, and low levels of service defect incidence. The group wants to achieve this goal by optimizing the balance between human relationships and the systems. Nevertheless, the systems and databases RC had in place at the time of the case do not deliver the level of information needed to reach their objective. Moreover, they do not allow for smooth interaction with the RC team, who are able to gather highly valuable information regarding customers’ preferences, dislikes, or potential problems experimented by the guests. 2. Recommendations First of all, the Encore system should be modified to include real-time updating of customers’ preferences and of potential problems the guests might have experimented during their stay. This should be standardized across all RC properties. Guest categorization should also be standardized and input into the system. This system should be available in a user-friendly way to any member of the RC staff in convenient locations. It should also include a common defect reporting module with the functionality to cross data between different locations. After all these processes...
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...The importance of “wow stories” in customer service for a luxury hotel such as the Ritz-Carlton is what distinguishes itself from its competitors. The Ritz-Carlton for years has been practicing anticipating the customer’s needs and making them a reality. This solely puts them in a class all on their own. All of this simply put is how they create an extra ordinary stay for their guests. This demonstration helps show people that the company is willing to go above and beyond to make a person’s stay the best one that they have ever had. These memories that are created are passed around in stories to others and have that awe effect to inspire, motivate, and reinforce a company's vision statement and values. Each day during the lineups which are daily fifteen minute staff meetings at the Ritz, someone reads what is known as the "wow story" of the day, (Gallo, 2011). The same story is shared across hotels in 21 countries, so a waiter in Boston will hear the same story as a concierge in Bali; a housekeeper in Shanghai will hear the same story as a doorman in Hong Kong. The stories that are read single out an individual employee who goes above and beyond who offers exemplary service to help create the mystique that turns extravagant travelers into repeat guests. An example of one of the “wow stories” is that a family staying at the Ritz-Carlton, Bali, son suffered from food allergies. Well the staff searched the town for the appropriate foods and could not find them, but the executive...
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...Case Analysis: The Ritz-Carlton Hotel Company Summary of Case Situation In the case “ The Ritz-Carlton Hotel Company,” McManus and Sucher (2005) mentioned that Ritz-Carlton Hotel is a five-star luxury hotel and resort which operates 81 luxury hotels and resorts in major cities and resorts in 26 countries worldwide. The company was founded in 1898 by Cesar Ritz, who had a vision to create a legendary service combined with exceptional luxury experience. Ritz-Carlton is well known as service leadership since they have an unusual and notable commitment to providing luxurious quality service to guests. Also, they are the only service company in America that has won the Malcolm Baldridge National Quality Award twice. Not only a commitment to its guests Ritz Carton had made, but also members, employees and communities they had pursued an excellence for. More precisely, Ritz-Carlton's unique culture promises to providing a good working environment by making its employees feel their importance. Based on the case, McBride, general manager of the new Ritz-Carlton in Washington, D.C., is responsible for opening the second Millennium Partners-owned Ritz-Carlton, in Georgetown, at the end of 2001. However, Collins, manager of hotels for Millennium Partners, pressured him about new ideas of luxury service and hotel-opening process. At this point, McBride needs to reexamine the "Seven Day Countdown", the traditional hotel-opening process, but the question is should he change Seven Day Countdown...
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...Ritz Carlton & Mayo Clinic Answer 1. The Ritz-Carlton doesn’t just “match-up” to its competitive hotels in its market, it actively exceeds the expectations of the guests in that competitive set. How does the Ritz do this? I think the 2 main steps the Ritz have taken to ensure their guest success has been taking care of their internal customers and by doing that they are taking care of their external customers, this makes for very happy guests. The second step is that they are empowering their staff to satisfy customers’ needs and make them loyal to the Ritz name. By using the credo, “We are Ladies and Gentleman Serving Ladies and Gentleman” It gives the staff a sense of pride in their presentation, themselves and who they work for. The Ritz-Carlton takes the time to ensure their staff is well trained and therefore reduces turnover, this helps the morale of the staff and offers opportunities for them to move up within the organization. The key differences are how you train and treat your staff as well as how they are empowered. By the Ritz-Carlton empowering their staff members to be on the lookout to create remarkable or “wow” moments for the guest, is one sure way to be on top of anticipating guest needs. Once one of these moments is created the guest has automatically become a walking billboard to promote the amazing deed the staff of the Ritz has performed and how they will refuse to stay anywhere else. Not all of their competitors have that going for them. Answer...
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...Q-1) How does the Ritz-Carlton match up to competitive hotels? What are the key differences? Ans-1 The Ritz-Carlton doesn’t just “match-up” to its competitive hotels in its market, it actively exceeds the expectations of the guests in that competitive set. To achieve this competitive advantage, Ritz-Carlton follows two main steps- 1- The Ritz have taken to ensure their guest success has been taking care of their internal customers and by doing that they are taking care of their external customers, this makes for very happy guests. 2- The second step is that they are empowering their staff to satisfy customers’ needs and make them loyal to the Ritz name. By using the credo, “We are Ladies and Gentleman Serving Ladies and Gentleman” It gives the staff a sense of pride in their presentation, themselves and who they work for. The Ritz-Carlton takes the time to ensure their staff is well trained and therefore reduces turnover, this helps the morale of the staff and offers opportunities for them to move up within the organization. The key differences are- They train and treat their staff as well as how they are empowered. By the Ritz-Carlton empowering their staff members to be on the lookout to create remarkable or “wow” moments for the guest, is one sure way to be on top of anticipating guest needs. Once one of these moments is created the guest has automatically become a walking billboard to promote the amazing deed the staff of the Ritz has performed and how they will...
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...Questions Relating to the Ritz Carlton Case Study 1. What is the essence of what the Ritz Carlton is selling? 2. How does the Ritz Carlton create Ladies & Gentlemen in only 7 days? 3. Should McBride change the 7 day countdown? 4. How would you experiment in this kind of business? 1. What is the essence of what the Ritz Carlton is selling? To its customers, The Ritz Carlton is selling Excellence; A quality driven package of unrivalled personal service, attention to detail, anticipation of and taking care of every need, and above all, respect. To treat every customer as a Lady or a Gentleman. When Patrick Mene joined The Ritz-Carlton in 1990 as the Chief Quality Officer, his primary mission was to integrate and prioritize the values and concepts of the Malcolm Baldrige National Quality Award criteria at all the company’s hotels around the world. MBNQA is presented annually by the President of the United States to organizations that demonstrate quality and performance excellence The “Baldrige Criteria for Performance Excellence” are listed as: • Leadership • Strategic planning • Customer and market focus • Measurement, analysis, and knowledge management • Human resource focus • Process management • Business/organizational performance results The Ritz-Carlton applied for and won the award again in 1999, becoming only the second American company to earn the distinction more than once. Leadership: The management of the organisation has a considerable...
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...HERRAMIENTAS DE CALIDAD Entrega 8: Hoteles Ritz-Carlton Integrantes: - Vargas Morales, Marcel Arturo - Garay Salazar, Luis Antonio - Dapello Perez, Paolo - Zamora Palomina, Henry Armando - Enciso Deza, Paula Leonor Profesor: - CULQUICHICON CACERES, CARLOS FELIPE - 2011- 1. Promesa de Calidad: Ritz-Carlton es una marca de hoteles y resorts enfocados a clientes pertenecientes al sector económico alto, con 70 propiedades ubicadas en muchas de las grandes ciudades de 23 países de todo el mundo, que buscan diferenciarse de su competencia ofreciendo profesionalismo en el servicio, pues tienen como objetivo el seguir posicionándose como una cadena de hoteles lujosa que sobresale debido a su servicio: “Cualquiera puede vender habitaciones, vender comida, vender bebidas pero no todos lo harán como nosotros (Ritz Carlton), nosotros nos diferenciamos del resto por nuestro profesionalismo en el servicio.” Es pocas palabras, la Promesa de Calidad primordial del Ritz-Carlton es brindar un servicio en donde la comodidad y cuidado del huésped es lo primordial, y ser excelentes en ello. En base al compromiso que adoptan con respecto a la satisfacción de sus clientes se establece una Política de Calidad bajo las siguientes directrices: • Compromiso y Respeto: La cadena busca tener empleados que se diferencien de los demás hoteles, que no solo trabajen para ellos sino que se les unan y adopten la Cultura Organizacional propia, conociendo las metas en común e identificándose...
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...the hospitality industry, the employees play a crucial role in satisfying the customers. Top-performing managers recognize that having high-performing employees is essential for growth and survival in business (Harvard Business Review, 2013). Three out of four managers consider employee engagement as the key factor to the overall success of an organization (Harvard Business Review, 2013). Employees that are positively engaged in the company’s business have higher productivity and end up bringing more profit. It, essentially, engages the workers to perform for the best of the company (Harter, Schmidt, & Hayes, 2002). Employee engagement quickly became one of the holding pillars for Ritz-Carlton’s success. In the overall engagement ranking of groups that Gallup is researching, Ritz-Carlton is placed in the upper quartile compared to other companies (Robison, 2008). Results in employee turnover rates are also renown for the industry: 18% instead of the 158%, 136% and 129% industry averages for line, supervisor and management employees respectively (Robison, 2008). Their approach to the different segments of employee engagement is best described through the AON Hewitt Engagement Model. Aon Hewitt engagement model Aon Hewitt attributes improvements in employee performance to psychological and behavioral outcomes of engagement (AON Hewitt, 2013). The Aon Hewitt model examines both the individual’s engagement outcomes and the potential engagement drivers that are part...
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...resource management (HRM) also plays a part in the output of a company performance as it lays down strategic decisions, policies, as well as systems, that may affect the most important asset in the organization, its employees (Armstrong, 2008, p.5). In this assignment, it will reference to Ritz Carlton that is one of the most successful organizations that have acknowledged their human resource (employees) as the most important asset to achieve goals and objectives. The focus on human resources into recruiting, selecting and development has aided them to achieve several worldwide recognition awards such as the gold standard of hospitality (The Ritz-Carlton Hotel Company, 2011). Recruitment and Selection Hellriegel and Slocum (2007, p.161) states that Ritz Carlton knows the type of employees they are looking for in every job position, and is careful to only employ those who display the skills and behavior required to accomplish the job. Ritz Carlton has always been successful in selecting and recruiting the most suitable talents to their organisations that will fit into their cultures, values and service standard that is crucial in maintaining or even heighten the standard of Ritz Carlton. With positions that require employees to be on the front line to interact and serve guests, it is of utmost importance that an employee is able to provide the level of service required to meet or...
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...Ritz Carlton Management Objectives & Goals Dwight Torres American Military University Abstract Ritz Carlton hotels are considered to be the leader in the luxury line of fine hotel accommodations. We will use online and offline references to explore and research how this came to be. We will consider the history, leadership, and management of the hotel brand in order to better understand their current position in the industry. In addition, we will focus on the employee recruitment process and the extensive training required to sustain the Gold Standard in this very competitive and sophisticated market. The Ritz Carlton’s Credo, Motto, and Three Basic Steps are the highlight of their success. Everyone at the Ritz is focused on ensuring his or her guests have a memorable experience. Keywords: Gold Standard, Credo, Motto, and Three Basic Steps In order to understand how the Ritz Carlton Hotel became known as a world-class hotel, first we must understand the history of the Ritz. Established by Cesar Ritz who was known in Europe as the "king of hoteliers and hotelier to kings", he redefined luxury accommodations with his management of The Ritz in Paris and the Carlton Hotel in London. Between 1905 and 1914, he and Auguste Escoffier opened several a la carte restaurants known as Ritz Carlton aboard well-known luxury ships. Unfortunately, as a result of World War I the Ritz Carlton chain or luxury restaurants ceased operating in 1914. Cesar Ritz died shortly after...
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...Qualifications任职资格: • Degree/University Education大学教育水平； • More than 3 years working experience in a Managerial position in 5/4-stars hotel. 四星/五星饭店三年以上管理经验 • Has been actively involved in Training of staff.积极参与过员工培训 • More than 3 years working experience as Training 三年以上的培训经验。 Skills Essential技能要求: • Oral and written English口头及书面英语 • Strategic Planning Skill战略计划技能 • Training Needs Analysis Skills 培训需求分析技能 • Program Development Skills项目发展技能 • Instructional and Facilitation Skills教学与组织技能 • Measurement and Evaluation Skills衡量与评估技能 • Multi-skilling concept多项技能理念 • Budgeting and Forecasting Skills预算及预见技能 Essential Job Functions首要工作职责: • Ensure training function is aligned with Ritz-Carlton Corporate standards确保培训职能与丽嘉总部标准一致 1. Ensure the communication between hotel and Corporate is efficient and effective.确保酒店和总部之间的沟通有效 1) Act as hotel’s main contact person with Corporate and other sister hotels in training and development function.担当酒店和总部及其它丽嘉酒店在培训和发展方面的主要联系人 2) Convey all Corporate initiatives, programs and standards related to...
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...Quality Management at the Ritz-Carlton Hotel The only problem the Ritz-Carlton faces, is continuous improvement, the goal of their company is to have customer satisfaction at 100%. If a guest’s experience does not meet expectations, the Ritz-Carlton risks losing that guest to competition (Heizer & Render, 2011). The Ritz-Carlton was the first hotel company to with the Malcolm Baldrige National Quality Award, they treat quality as if it the heartbeat of the company (Heizer & Render, 2011). “The Ritz-Carlton Hotel Company L.L.C., which operates five-star resorts and luxury hotels worldwide, has received all the major awards the hospitality and leading consumer organizations can bestow; Our organization is the first and only hotel company twice honored with the Malcolm Baldrige National Quality Award from the United States Department of Commerce (Ritz-Carlton, 2012). One way the company has put more meaning behind it quality efforts is to organize its employees into “self-direct” work teams (Heizer & Render, 2011). Ritz-Carlton believes that a more educated and informed employee is in a better position to make decisions in the best interest of the organization (Heizer & Render, 2011). Ritz-Carlton has definitely analyzed every area within operations, they have won countless awards. They have proven to continuously improve their quality standards, and they treat their guests with the utmost respect. “At the Ritz-Carlton, our Ladies and Gentlemen are the most important resource...
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