...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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...Ritz-Carlton Hotel Co. and Supplement Case Study & Presentation The Ritz-Carlton Experience Service is very important aspect in doing business in the hospitality industry. Basically, the Ritz-Carlton is selling a service. They show their service philosophy to new employees on the first day of orientation “We are not is the hotel business. The hotel business is about selling rooms, selling food, selling the bar. We do these things incidentally, but our business is service. We charge for service. Our commitment to our customers is excellence in service. Service is our profession”(p. 13). Therefore, The Ritz-Carlton is not only selling rooms and food but also selling services combined with the products so customers can experience their stay at Ritz Carlton with a high-level standard of expectation. Respect given to employees is the key to success at the Ritz-Carlton. With the motto “We are Ladies and Gentlemen serving Ladies and Gentleman”, Schulze showed respect to his employees as they were ladies and gentlemen. He also created a good work environment based on mutual respect between employers and employees, as well as between employees and co-workers. His philosophy helped the Ritz-Carlton’s annual turnover rate stay at low 20%, compared with industry average of 100%. The number reflected his strategy was helpful. Besides that, the Gold Standards helped employees understand and comprehend the organization’s atmosphere. The standards...
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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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...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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...2014 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...
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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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...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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...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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...Explain how the Ritz Carlton's management objectives and goals allow the hotel properties to achieve superior service regardless of the workforce or culture of a country in which it operates its hotels. New! Drag and drop to rearrange your apps. Sign in to try it. Goals and objects are the building blocks to measure an organization’s success or failure. Goals express what an organization would like to achieve. For example, a company’s goal could be to process employee travel vouchers in a timely fashion. Objectives specifically demonstrate how the company will meet their goals. So, the objective for the company desiring to process travel vouchers in a timely fashion, the objective could be to process 80% of the travel vouchers within 5 days of receipt. Without detailed objectives, the overall goals could not be achieved. When travelers think of excellence and quality service in the hotel industry, Ritz-Carlton is one name that constantly stands out. The 2010 Most Engaged Customer’s study conducted by PeopleMetrics, found that 79% of Ritz-Carlton customers are loyal and are likely to continue using the Ritz-Carlton for their lodging needs. The Ritz- Carlton is at the top of their industry because of their customer service and excellence focused goals and objectives which are the epitome of the company’s credo (mission statement). Additionally, their mission statement is not just on paper but is being practiced daily. Their credo is “The Ritz-Carlton is a place...
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...Service can be elusive concept. What is the essence of the Ritz-Carlton experience? What is The Ritz-Carlton selling? The Ritz-Carlton Company is known as one of the best luxury hotel chains in the whole world. Since its establishment till nowadays this company is distinguished by excellent service and high standards. Thus, it was truly expectable to receive a Baldrige Award as a first organization in the hospitality sector. And later in 1999, the company won again the Baldrige Award- which was a clear sign that higher management was focused on quality in long term approach for fiercely attempting to increase client and employee satisfaction. The company attracted customers by providing unusual yet very effective services such that greeting travelers with flowers in the airport, serenade piano concerts, creating a comfortable hotel room in the airport, making a monogrammed pillowcase for loyal guests. The main goal was to make something beyond the standards-exceeding all known standards. For having a complete idea of company values the Gold Standards were created to help employees to faster comprehend the organization’s atmosphere. The Standards were allocated in 5 sections- The Credo, The Three Steps of Service, The Motto, The Employee Promise, and the Twenty Basics. All these standards from departmental line-ups were crucial to employee to understand and maintain every time for keeping high standard delivery service. Given that employee gets to the frontline everyday and by...
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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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...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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...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 Ritz-Carlton Case Study Columbia Southern University Providing exceptional customer service adds value to a company’s brand and builds lasting relationship between a consumer and a company. These relationship are vital to the growth of a company and stability of a company. The Ritz – Carlton, a luxury hotel brand, is known for providing exceptional customer service to its guest who stay at the hotel. The first class customer service the employee showcase is the reason this well-known luxury brand has been able to stop ahead of its competitors. Competitors have tried to achieve the level of customer service but have not been as successful as The Ritz - Carlton. According to Kotler (2012), The Ritz - Carlton philosophy is “We are Ladies and Gentlemen serving Ladies and Gentlemen”. Having this philosophy means The Ritz – Carlton not only care about the guest but their employees as well. If the employees feel valued as a person and not just a worker, then they will be able to provide the highest quality customer service to the guest. According to Kotler (2012), The Ritz-Carlton pledge is to provide the finest personal service and facilities to our guest who will always enjoy a warm, relaxed, yet refined ambiance. Employees of The Ritz-Carlton not only provide exceptional customer service but look exceptional by dressing formal in a morning coat and black or white tie. The key difference between The Ritz- Carlton and its competitors is the service training provided...
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