ritz carlton critz carltonase study

7/28/2019 Ritz Carlton Critz carltonase Study

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Ritz Carlton: The Case for

Service


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Ritz Carlton Case Study

Quality management begins with the president and theother 13 senior executives who make up the

corporate steering committee and the senior quality-management team.


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Corporate Management ( Monday Wow)

They meet weekly to review:

1. product- and service-quality measures

2. guest satisfaction3. market growth and development,

4. organizational indicators, profits, and competitive

status


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Corporate Management

Approximately one-fourth of eachexecutive's time is devoted to quality-relatedmatters.


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GOLD STANDARDS

Key product and service requirements of the travel

consumer have been translated into Ritz-Carlton GoldStandards, which include a credo, motto, three stepsof service, and 20 "Ritz-Carlton Basics".


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The Credo

The Ritz-Carlton Hotel is a place where the genuinecare and comfort of our guests is our highestmission.

We pledge to provide the finest personal service and

facilities for our guests who will always enjoy awarm, 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.
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The Motto

At The Ritz-Carlton Hotel Company:

"We are Ladies and Gentlemen servingLadies and Gentlemen."

This motto exemplifies the anticipatory

service provided by all staff members.


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The Three Service Steps

A warm and sincere greeting. Use theguest's name.

Anticipation and fulfillment of eachguest's needs.

Fond farewell. Give a warm good-bye

and use the guest's name.


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Standards

Each employee is expected to understand and adhereto these standards, which describe processes forsolving problems guests including:

detailed grooming

housekeeping

safety

and efficiency standards.


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Training

Upon being selected, new employees learn thecorporate culture through a two-day orientation:

followed by extensive on-the-jobtraining

and job certification.


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Orientation

All new recruits of Ritz Carlton had to undergo twoday orientation program.

Team building and leadershipwas the main

part of the orientation and training activities inhotel.

After the initial orientation , each new recruit wasassigned a trainer ,

for three weeks on-the job

training.


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Procedure

Members of the top management was usuallyconducted by top management.

During the initial orientation, the new recruits were

familiarized with the Ritz Carlton standards,philosophy, history, expectations, values andbenefits.

Orientation was conducted for all classes of

employees, including valet parkers, housekeepingstaff and door people.


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Contd

Before the orientation, all the new recruits weregiven handwritten welcome cards from top manager.

New recruits were also to indicate their foodpreferences, which were reportedly kept in mind

when providing refreshments during orientation.


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Contd

ONGOING training was provided for impartingtechnical skills

Courses like-

1. GLOW( Guest Loyalty Opportunity Workshop)2. LEAP( Listen, Empathize, Act, Produce)

3. LEADERSHIP

4. DEVELOPMENT CASES


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On The Job Training( Day 21 Certification)

Each new trainee was assigned to a departmentaltrainer , for three weeks of on-the job training.

The recruit accompanied the trainer during his/her

job duties to observe how the job was carried on.

The emphasis was laid on:

Development of the customers

Anticipating the customer needs


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Contd

Kind of language employees might use.

During day 21, the new recruit again with top

management meet up mainly to provide feedback.

Solving customers problem was

main part of training.


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Human Resources

To provide superior service, Ritz-Carlton created its targeted selectionprocess to ensure a successful match ofpotential employees to employment.


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Selection Procedure

The selection process was rigorous and consisted ofmany stages.

They were five to ten applicants for every post

Initial screening through telephonic interview wasthe first step.

HR department issued a standard behavioralinterview questionnaire was prepared .


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Contd

It was followed by several rounds of interview=

Different managers, starting with the line

manager , Who would assess the skills of thecandidate

Further it was followed up by the hierarchy to theDivision Head, the HR Director

and finally

the General Manger


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Reinforced Values

Ritz-Carlton values are reinforcedcontinuously by:

daily "line ups"

frequent recognition for extraordinaryachievement

and a performance appraisalbased on

expectations explained during theorientation, training, and certificationprocesses.


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Sense of Urgency

To ensure guests' problems are resolvedquickly, workers are required to act atfirst notice--regardless of the type ofproblem or customer complaint.


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Empowerment


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Data With A Purpose

Daily quality production reports, derived from datasubmitted from each of the 720 work areas in thehotel, serve as an early warning system foridentifying problems that can impede progresstoward meeting quality and customer-satisfactiongoals.


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Data With A Purpose

Coupled with quarterly summaries of guest andmeeting-planner reactions, the combined data arecompared with predetermined customerexpectations to improve services.


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Data With A Purpose

Among the data gathered and tracked over time are

annual guest-room preventive-maintenance cycles

percentage of check-ins with no queuing

time spent to achieve industry-best clean-roomappearance

and time to service an occupied guest room.


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Results

According to surveys conducted for

Ritz-Carlton by an independentresearch firm, 92 to 97 percent

of guests leave with a verypositive impression of the hotelbrand.


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Quality Commitment

As a result of its quality program, Ritz-Carltonreceived 121 quality awards from the travelindustry in 2010 alone, including: "Best Hotel

Chain in the United States," by Zagat TravelSurvey; "Index Award of Excellence," by Hotel andTravel Index; "Alred Award" for Best Hotel Chain,by Corporate Travel; and "Top Hotel Chain in

Ability to Service Meetings," by SuccessfulMeetings.


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Purpose Driven Results

The aim of these and other customer-focused measures is not simply to meetthe expectations of guests but toprovide them with a memorable visit.


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Conclusion

All the methods and ways implemented

by hotel lead to-

a) ensure good communication with employees

b) Critical role as a team building exercisec) Motivated employees to work better

Ritz Carlton maintained its reputation and positionBUT THE CHALLENGE STILL LIE INACHIEVING THE RIGHT BALANCE BETWEENTRADITION AND MODERNITY


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ritz carlton critz carltonase study

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