BACKGROUND• The Ritz-Carlton Hotel Company, L.L.C. is the parent company to the

luxury hotel chain.

• The current company was founded in 1983, when the previous owners sold

the brand name to create The Ritz-Carlton Hotel Company, L.L.C., based in

Boston, Massachusetts, which expanded the brand to other locations.

•The hotel company is today a subsidiary of Marriott International.

THEIR CREDO:

WE ARE LADIES AND GENTLEMEN

SERVING LADIES AND GENTLEMEN

SERVICE, TRUST AND GROWTH

In less than 3decades, The Ritz- Carlton has grown from 4 locations to over 70 and

has earned two Malcolm Balridge Quality awards.

RITZ-CARLTON HAVE EFFECTIVELY ‘TANGEBILIZED THE INTANGIBLE’.

THEY HAVE EARNED PEOPLE’S TRUST THROUGH THEIR EXCELLENT SERVICE AND

STATE OF THE ART INFRASTRUCTURE.

THEIR LOGO SYMBOLISES STRENGTH, ROYALTY AND ENTHUSIASM.

Tangiblising the

Services are highly variable and depend a

Lot upon both the provider and the

Consumer. Resulting in higher perception of

Consumer taking risks.

To reassure customers, The Ritz- Carlton

Employs 3 steps that may reduce the

Perception of risk.

•3 steps of Service.

•12 Service values

•“WOW” stories

a)

b)STANDARDISATION OF SERVICE PERFORMANCE PROCESS

• All managers carry a laminated card which states the 12 service values.

•All the employees of The Ritz- Carlton are told the same ‘WOW’ story.

c)MONITORING CONSUMER SATISFACTION

Gallup phone interviews

Both the functional and Emotional questions asked.

MARKETING EXCELLENCE

• External Marketing

• Internal Marketing

• Interactive Marketing

EXTERNAL MARKETING

Describes the normal work of pricing, distribution

and promotion of services.

The picture in the background is a print at by The Ritz-Carlton

INTERNAL MARKETING

Involves training and motivating employees to serve customers well

e.g ‘WOW’ stories

INTERACTIVE MAKETING

Largely describes the employees skill in serving the

client and The Ritz- Carlton has been putting in tremendous

Efforts in satisfying their customers and monitoring

Consumer satisfaction

http://www.wonderbranding.com/2010/07/why-ritz-carlton-is-a-cult-brand-and-youre-not/

Further illustrates the mammoth Ritz has become in the luxury hotel industry

IMPORTANCE OF ‘WOW’ STORIES

•EMPLOYEE MOTIVATION

•CONSUMER SATISFACTION

•MANAGING SERVICE QUALITY1. MANAGING CONSUMER EXPECTATIONS

A daily 15 minute ‘line-up’ to resolve issues

and for narration of ‘WOW’ stories.

EMPLOYEE SATISFACTION

CUSTOMER SATISFACTION

The Ritz-Carlton primarily aims at customer satisfaction,

Empowerment . The Ritz takes pride in its heritage and

deliverability . They have shown their commitment from

time to time. They believe they Are ladies and

gentlemen serving ladies and gentlemen and thus they

Guide their employees as well to deliver with the same

level of passion and enthusiasm; the Ritz has delivered

for decades. their ad-campaign also reflects their

commitment.

WOW Campaign

WOW Campaign

MANAGING CONSUMER EXPECTATIONS

MANAGING SERVICE QUALITY

MANAGING CONSUMER EXPECTATIONS

The Ritz- Carlton does well in managing consumer expectations. Since , word-of

mouth is important, the Ritz employs all its resources towards parting the gap

between the provider and the consumer.

RECAP•Background

•Their credo

•How Does The Ritz-Carlton match up to its competitors?

•Tangibilising the intangibility

•Variability(eliminating)

•Employee training

•Standardizing of service performance process

•Monitoring customer satisfaction

•Marketing Excellence

•External Marketing

•Internal Marketing

•Interactive Marketing

•Importance of WOW stories

•Employee satisfaction

•Consumer satisfaction

•Managing service quality

•Managing consumer expectation.

DISCLAIMERThese slides were created by Shreyans Hinger , under the guidance of Prof.

Sameer Mathur , under a summer internship mentored by him.