Brand Analysis: The Ritz Carlton Hotel Company

The Ritz Carlton service brand emphasizes its brand statement clearly upfront which according to Cesar Ritz ‘The Customer is never wrong’. The creation of the brand concept is based on high service quality requirements or standards set by the upper management. In 1983, the top management headed by Horst Schulze and his team personally took charge of the management of quality. They desired a reliable and predictable quality of service for the brand. Subsequently in 1989, the organisation developed a roadmap to business excellence which has attained significantly higher performance levels. (The Ritz Carlton Hotel Company LLC, 2000)

The ‘Roadmap’ to business excellence is comprised of the following elements below.

1. Approach ‘Plan’

2. Deployment

Each employees adopts his own unique set of behavioural attributes in his approach to develop solid customer relationship. This process is called the empowerment process and has been seen to afford employee a certain level of flexibility in handling customer relationship. (The Ritz Carlton Hotel Company LLC, 2000)

THE CREDO

The Ritz Carlton Credo is a mission statement statement to its customers and states the following The Ritz Carlton pledges

a) Genuine care and comfort of guests as its highest mission.

b) Finest personal services and facilities.

c) Unique experience that enlivens senses, instils wellbeing, fulfils unexpressed wishes and needs of guests.

THE MOTTO

‘We are ladies and gentlemen serving ladies and gentlemen’. This motto is used by the organisation to reflect an impression of unanticipated service that its employees who are referred to in all cases as ladies and gentlemen.

EMPLOYEE

One of such structures include role play approach which tries to create performance environments of varying degree and use this to affect the employee to produce varying degrees of welcoming expressions within the customer interaction dialogue. It evaluates the employees in literal ‘Mirror Rooms’ where there is an actual play of welcome models. These welcome models are used to train employees to reflect their expressions into guest impresions. Another quality standards are grooming. This however follows no particular cnvention but employees are checked every morning in a line up to check compliance with hygiene standards. The quality of the employees are also improved with interaction with team leaders withn a flat structure organisation style. This helps to foster an observation based learning environment which helps the employees to hone their leadership skills through experience and