Date post: | 15-Jan-2017 |
Category: |
Marketing |
Upload: | aman-srivastava |
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The Ritz-Carlton:Appealing to
Emotions
The Ritz-Carlton Model:
•Revolutionized Customer Service.
•Emotion Appealing.
•Exceptional Training of Employees
•Ladies and Gentlemen serving Ladies and Gentlemen.
•WOW Stories.
Exceptional Employee Training
•3 Step Service•12 Service Values
•Select 2% of applicants•Connects Emotionally with Customers
The WOW Stories.
•15 minute “Line Up”•Managers catching up with employees•Best way to Communicate with employees •Highlighting one of twelve service values
Emotionally Appealing
•They keep Employees as well as customers satisfied
•Creating Magical Experiences
•Shifting Customer Relationship
•Monitoring Customer Satisfaction : Emotional Questions
•Inspired to create unique , memorable and personal experiences for customers
Ritz Carlton Changes its Marketing Campaign from “Its our pleasure ” to“Let us Stay with you”.
Ritz Carlton spends $10 million for repositioning its brand image.
Six Words Marketing Campaign inspired from a meme was a huge success
Ques 1. How does The Ritz Carlton match up to competitive hotels ? What are the Key Differences ?
•Revolutionized Customer Service.
•Standardize Service Performance throughout.
•Innovation with Services.
•Investing in Good hiring and Training Procedures.
•Monitoring Customer Satisfaction.
•High Standards
•Primary and Secondary service options
•Uses Internal , External and Interactive Marketing
•Less gap between Consumer Expectation and Management Perception•Less gap between Service Quality specification and Service delivery
Ques 2. Discuss the importance of the “wow stories” in customer service for a luxury hotel like Ritz-Carlton.
•Ritz-Carlton allows an expenditure of 2000$ per employee per guest
•It motivates and gives inspiration to the employees.
•Renders Employees importance of their work
•It helps in internal marketing of the brand.
•Foster Pride
•Motivates employees to give perfection to their job.
•Increases Repetition of such greatness.
•The Ritz Carlton Model•Exceptional Employee training•The WOW Stories•Emotionally Appealing•New Marketing Campaign•Ques/Ans
Disclaimer
• DISCLAIMER Created by Aman Srivastava, IIT Roorkee, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow .