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 having harsh times with customer can easily forget the company’s values it was necessary to repeat it again and again.
The higher management team focuses on service philosophy from the very beginning of familiarizing with employee –“We are not in the hotel business. The hotel business is about selling rooms, selling food, selling the bar. We do those things incidentally, but our business is