In today’s society, consumers are often seen more as numbers than actual people. Customer service is talked about frequently, but rarely delivered upon. Customer’s requests or needs that go beyond what employees typically experience often fall upon the deaf ears of apathetic employees. Complaints are often handled equally as careless. One company, however, has a reputation for being different – Ritz-Carlton Hotels. The corporation’s commitment to customer satisfaction and guest services is apparent in every facet of their business. It is an employee’s duty to go above and beyond the call of duty with each and every customer they service. This two-time winner of the prestigious Malcolm Baldridge Quality Award has truly taken customer service to a level head and shoulders above their competition.
This superior level of service did not simply happen by chance, however. The Ritz-Carlton organization has molded their employees into superior service providers with a variety of intensive trainings, merit-based appraisal systems, and continuous reinforcement of the company’s commitment to these ‘Gold Standards’. This commitment by both the organization and each and every team member has allowed Ritz-Carlton to take the theory that ‘the customer is always right’ and evolve it into the ultimate customer service experience that is the cornerstone of their success. In addition, by using Total Quality Management (TQM), Ritz-Carlton Hotel Company has not only been able to maintain superior customer service, but drive significant and sustainable change. This adaptability, while still maintaining the highest levels of quality, has propelled Ritz-Carlton to the forefront of its industry.
Table of Contents
- 1.0 Introduction
- 2.0 Company History
- 3.0 Awards
- 4.0 Gold Standards
- 5.0 Empowering Employees to Implement an Award Winning Approach
- 6.0 Using TQM to Drive Change and Improve Customer Service
- 7.0 Challenges and Benefits
Objectives and Key Themes
This case study aims to explore how the Ritz-Carlton Hotel Company, a two-time recipient of the Malcolm Baldrige National Quality Award, leverages Total Quality Management (TQM) to achieve and maintain superior customer service and drive sustainable change. The study analyzes the company's history, award-winning practices, and the implementation of its "Gold Standards" to understand its success.
- Total Quality Management (TQM) implementation in the hospitality industry
- The role of employee empowerment in achieving superior customer service
- The impact of organizational culture and values on sustained success
- The Ritz-Carlton's "Gold Standards" and their contribution to exceptional service
- The relationship between TQM, customer satisfaction, and organizational awards
Chapter Summaries
1.0 Introduction: This introductory chapter sets the stage by highlighting the often-lacking customer service in today's society. It introduces the Ritz-Carlton Hotel Company as a prime example of exceptional customer service and a two-time winner of the Malcolm Baldrige Quality Award. The chapter emphasizes the company's commitment to exceeding customer expectations and its utilization of Total Quality Management (TQM) to drive significant and sustainable change, maintaining superior quality and propelling the company to the forefront of its industry.
2.0 Company History: This chapter details the rich history of the Ritz-Carlton, tracing its origins back to the renowned hotelier César Ritz and his influence on the luxury hotel experience in Europe. It highlights the acquisition of the Ritz-Carlton name and the Boston property by William Johnson in 1983, which marked a turning point for the company's expansion in America. The chapter underscores the establishment of innovative service standards at the Ritz-Carlton, Boston, including formal staff attire, fresh flowers, gourmet cuisine, and a commitment to guest privacy—all contributing to its reputation for luxury and attracting high-profile clientele. The chapter concludes by outlining the company's rapid growth and eventual acquisition by Marriott International, showcasing its global presence and significant employee base.
3.0 Awards: This chapter focuses on the numerous prestigious awards received by the Ritz-Carlton Hotel Company, emphasizing the Malcolm Baldrige National Quality Award—a testament to the company's commitment to quality and its effective implementation of TQM. The chapter lists other significant awards, such as top ratings in the J.D. Power and Associates study and the American Automobile Association's Five Diamond Award, reinforcing the company's sustained excellence and recognition within the hospitality sector.
4.0 Gold Standards: This chapter delves into the "Gold Standards" that underpin the Ritz-Carlton's operational philosophy and customer service approach. These standards encompass The Credo (emphasizing genuine care for guests), The Motto (the guiding principle of the organization), The Three Steps of Service (a structured approach to guest interaction), The Basics (fundamental service elements), and The Employee Promise (commitments to staff). The chapter emphasizes how these standards form the foundation of the Ritz-Carlton's culture and its commitment to exceptional service, reinforcing the central role of TQM in achieving and sustaining quality.
Keywords
Total Quality Management (TQM), customer service, luxury hospitality, Ritz-Carlton, Malcolm Baldrige National Quality Award, employee empowerment, Gold Standards, organizational culture, sustainable change, service excellence.
Ritz-Carlton Case Study: Frequently Asked Questions
What is the overall focus of this case study?
This case study examines how the Ritz-Carlton Hotel Company, a two-time recipient of the Malcolm Baldrige National Quality Award, utilizes Total Quality Management (TQM) to achieve and maintain exceptional customer service and drive sustainable change. It analyzes the company's history, award-winning practices, and the implementation of its "Gold Standards."
What are the key themes explored in the case study?
The key themes include the implementation of TQM in the hospitality industry, the role of employee empowerment in achieving superior customer service, the impact of organizational culture and values on sustained success, the Ritz-Carlton's "Gold Standards" and their contribution to exceptional service, and the relationship between TQM, customer satisfaction, and organizational awards.
What is covered in the "Company History" chapter?
This chapter traces the Ritz-Carlton's history from its origins with César Ritz to its acquisition by William Johnson and subsequent expansion in America. It highlights the establishment of innovative service standards in Boston and the company's eventual acquisition by Marriott International, showcasing its global growth.
What awards has the Ritz-Carlton received, and what do they signify?
The Ritz-Carlton has received numerous prestigious awards, most notably the Malcolm Baldrige National Quality Award (twice), demonstrating its commitment to quality and effective TQM implementation. Other awards include top ratings from J.D. Power and Associates and the American Automobile Association's Five Diamond Award, reinforcing its sustained excellence.
What are the "Gold Standards" of the Ritz-Carlton?
The "Gold Standards" are the foundational principles underpinning the Ritz-Carlton's operational philosophy and customer service. They include The Credo, The Motto, The Three Steps of Service, The Basics, and The Employee Promise. These standards shape the company's culture and commitment to exceptional service.
How does the case study summarize the chapters?
The case study provides concise summaries for each chapter, outlining the key information and insights presented in each section. The summaries cover the introduction, company history, awards received, the "Gold Standards," and the challenges and benefits of the Ritz-Carlton's approach.
What are the main takeaways from the case study?
The case study demonstrates the crucial role of TQM, employee empowerment, strong organizational culture, and well-defined service standards ("Gold Standards") in achieving and maintaining superior customer service and sustained success in the highly competitive hospitality industry. The Ritz-Carlton serves as a prime example of how these elements contribute to achieving and maintaining top-tier performance and recognition.
What are the keywords associated with this case study?
Keywords include Total Quality Management (TQM), customer service, luxury hospitality, Ritz-Carlton, Malcolm Baldrige National Quality Award, employee empowerment, Gold Standards, organizational culture, sustainable change, and service excellence.
- Citation du texte
- Kimberly Wylie (Auteur), 2003, Total Quality Management - A Case Study of a Quality Award Winning Organization, Munich, GRIN Verlag, https://www.grin.com/document/60430
