Services Marketing case study for marketing people

1. CASE:
CUSTOMER SERVICES AT
RITZ-CARLTON

2. About Ritz-Carlton:
 The Ritz-Carlton Hotel Company, L.L.C. is the parent
company to the luxury hotel chain, The Ritz-Carlton
Hotels. Ritz-Carlton operates 91 luxury hotels and
resorts in cities around the world and resorts in 33
countries and territories.
 Headquarters: Chevy Chase, Maryland, United
States
 Founder: César Ritz
 Founded: 1983
 Revenue: 3 billion USD (2012)
 Parent organization: Marriott International

3. RITZ CARLTON
CUSTOMER SERVICE
 L.Aruna Dhir (communications specialist, Pr
Strategist and writter) mentioned 10 basic
requirement for every luxury hotel.
 Credo:“We are ladies and gentlemen and serving
ladies and gentlemen”

4. KEY
ELEMENTS
The
Corporate
culture
Hiring
Process
Training
Mystique
Rewarding
and
Empowering
Employees
Quality
Management
Customer
Service Issue
Addressing
Customer
Services
Issues

5. Ritz Carlton applied TQM
 Entry of Schulze appointed as Vice president at
Ritz Carlton in the late 1980’s
 In fall 1992, Ritz-Carlton Hotel Company became
the first hotel company to win the Malcolm
Baldrige National Quality Award.
 In less than 3 decades, The Ritz – Carlton has
grown from 4 location to over 70 and has earned
two Malcolm Baldrige Quality Awards.

6. 3 MAJOR STEPS OF
SERVICES
A warm and sincere
greeting always using the
guest’s name.
Anticipation and fulfilment
of each guest’s.
Give a warm good-bye
and use the guest’s name.

7. HOW DOES RITZ
CARLTON MATCH
UPTO COMPETITIVE
HOTELS?

8. Monitoring
Consumer
Satisfaction
Variability
Tangibalizing
the
Intangibles
Interactive
Marketing
Internal
Marketing
Marketing
Excellence

9.  “Importance of WOW Stories.”
https://www.youtube.com/watch?v=tOaVHjszNpI