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1.What is Ritz Carlton’s business strategy e.g., who are their primary customers?

The Ritz-Carlton business strategy is to cater to the locality their hotel is within.
They’re very good at adapting to the locations they open in and are sure to make
each and every Ritz-Carlton unique while retaining the same customer service and
experience quality. Their primary customers are meeting event planners and all-
around travelers whether it be for vacation or business reasons.

2- Among consumers, what accounts for Ritz-Carlton’s reputaion as a high-quality

hotel?

The Ritz-Carlton is the only hotel to have achieved the Malcolm Bridge National
Quality Award twice and was also the first to achieve such an award. On top of
this, they are a five star hotel, which to the public eye is the cream of the crop.
They’ve been featured in dozens of magazines over the years as a best resort or
location based on their many hotels which includes the Zagat magazine, one of the
most common magazines used for hotel reviews that is read and used by
consumers frequently. Besides their awards, their employees take the time to
remember small details such as guests’ names and be sure to acknowledge them at
all times. Their cleanliness, amenities provided, and overall astounding customer
service are what brings in their business and returning, loyal customers.

3- How is quality defined by customers?

Quality from the customer point of view can be defined by how hands on and
personal the employees are as soon as they set foot on the hotel’s property. As
mentioned in a previous answer, they take the time to remember guests’ names and
acknowledge them when present. On top of these more simple practices, the hotel
can even go so far as monograming the guests’ initials onto a commemorative
towel of their visit to that specific location. Going above and beyond to show a
guest what they mean to the company and employees is a sure fire guarantee to
having them return in the future.
4- If Ritz-Carlton employees can solve problems immediately, why is it important
to document these issues using a Dynamic Quality Informa!on System (DOIS)?

The reason they still use the DOIS system despite having these issues solved
immediately is to document issues that arise and to see if they can improve
reaction and solving times. Also, they can use this as well to see if there’s a
repetitive pattern of common issues that they can fix indefinitely, stamping out
frequent guest complaints or questions at the source of the problem. Only one out
of ten customers report a problem normally and if it’s easily solvable,
documentation of it makes it easier to recognize as a common issue.

Number 5 is “All employees will successfully complete annual training

certification for their position.” A well-trained staff is a happy and efficient staff as
it maintains the same value of guest satisfaction throughout the location. Annual
training ensures that what they’ve learned at the beginning is still retained and
reissued, or if a rule has changed, it is updated and retaught.
Lastly, number 12 is “To provide the finest personal service for our guests, each
employee is responsible for identifying and recording individual guest
preferences.” The more personal and memorable someone is of a guest’s specific
preferences and names, the more the guest feels like they’re the center of attention.
When a guest feels that an employee is genuinely taking their needs and wants to
5- Which Ritz Carlton Basics (Exhibit 11) are the most important in terms of guest
sa!sfac!on? Explain and rank your 3 top choices.

My top three choices are numbers 2, 5, and 12. Number 2 is “We are ladies and
gentlemen serving ladies and gentlemen.” This is extremely important as it shows
that there are no excuses to give someone else a less or more quality service based
on looks, gender, or race. Everyone receives equal respect, dignity, and service.

Number 5 is “All employees will successfully complete annual training

certification for their position.” A well-trained staff is a happy and efficient staff
asit maintains the same value of guest satisfaction throughout the location. Annual
training ensures that what they’ve learned at the beginning is still retained and
reissued, or if a rule has changed, it is updated and retaught.

Lastly, number 12 is “To provide the finest personal service for our guests, each
employee is responsible for identifying and recording individual guest
preferences.” The more personal and memorable someone is of a guest’s specific
preferences and names, the more the guest feels like they’re the center of
attention.When a guest feels that an employee is genuinely taking their needs and
wants to heart, it normally leaves them with the impression that the place they’re
visiting or staying at is a place to come back to in the future for such services and
attention to detail.

What I’ve learned from this case study is that the Ritz-Carlton cares deeply for its
employees, makes sure that they’re properly trained and taught the mottos and
standards of the company they represent, and be sure to take care of them as they
continue to spread the joy and cheer that is the Ritz-Carlton business strategy.
Annual training ensures they keep what they know fresh and viable. Treating
everyone they meet with the same level of respect keeps guests from feeling left
out or low priority compared to someone else. Making sure everyone is treated the
same keeps the guests coming back for more of the same treatment, ensuring more
loyal guests as the years pass.