Having just launched the St Andrews Standard, we at the Skills Academy currently have ‘service’ at the front of our minds. Here’s a great interview with the CEO of the Ritz-Carlton hotel chain, explaining how he trains, motivates and empowers his staff to provide excellent service to their guests. For the article in context on ‘Forbes’, click here. Otherwise, scroll down to read more.
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Ritz-Carlton has become a leading brand in luxury lodging by rigorously adhering to its own standards. It is the only service company in America that has won the Malcolm Baldridge National Quality Award twice, and Training Magazine has called it the best company in the nation for employee training.
Its unique culture starts with a motto: “We are ladies and gentlemen serving ladies and gentlemen.” One of its remarkable policies is to permit every employee to spend up to $2,000 making any single guest satisfied. Ritz-Carlton codifies its expectations regarding service in “The 12 Service Values,” “The Credo,” “The Three Steps of Service,” “The 6th Diamond” and other proprietary statements that are taught to all 38,000 employees throughout 73 properties in 24 countries. Simon Cooper, who has led Ritz-Carlton for the past eight years, talks about what makes Ritz-Carlton, well, the Ritz.
Forbes: What is the Ritz-Carlton model?
Cooper: We focus on three fundamentals. First, location–making sure we get absolutely the best location, where our luxury customers want to stay. Second, product–building the right physical product for what our guests want today and what they will want tomorrow, which means an investment of between $500,000 and over $1 million per room. That’s the platform. Third, people–our ladies and gentlemen serving ladies and gentlemen. They animate the platform. But you must get the first two right. If you’re not in the right location, or if you don’t have the right physical product, then employees, ladies and gentlemen, can only do so much.
How do you ensure everyone is on the same page?
We use what we call “lineup,” which is a Ritz-Carlton tradition. The concept comes from the early restaurants of France, where the chef got his whole team and all the waiters and waitresses and the maitre d’ together at 5:30 in the evening. It’s a sort of round table. Everybody is there. The chef communicates what they are going to be serving. For the Ritz-Carlton, we want every single hotel, everywhere in the world, every partner, every shift, to utilize lineup, which typically takes around 15 minutes every day. Part of the lineup everywhere around the world is a “wow story,” which means talking about great things that our ladies and gentlemen have done. That is a wonderful training and communication tool, where every department layers on the department message. And it’s based on having the same message everywhere, every day, and then each hotel layers on its own message.
How do the ladies and gentlemen focus on service?
We entrust every single Ritz-Carlton staff member, without approval from their general manager, to spend up to $2,000 on a guest. And that’s not per year. It’s per incident. When you say up to $2,000, suddenly somebody says, wow, this isn’t just about rebating a movie because your room was late, this is a really meaningful amount. It doesn’t get used much, but it displays a deep trust in our staff’s judgment. Frankly, they could go over that amount, with the general manager’s permission.
The concept is to do something, to create an absolutely wonderful stay for a guest. Significantly, there is no assumption that it’s because there is a problem. It could be that someone finds out it’s a guest’s birthday, and the next thing you know there’s champagne and cake in the room. A lot of the stuff that crosses my desk is not that they overcame a problem but that they used their $2,000 to create an outstanding experience.
There are stories about hiring a carpenter to build a shoe tree for a guest; a laundry manager who couldn’t get the stain out of a dress after trying twice flying up from Puerto Rico to New York to return the dress personally; or when in Dubai a waiter overheard a gentleman musing with his wife, who was in a wheelchair, that it was a shame he couldn’t get her down to the beach. The waiter told maintenance, who passed word, and the next afternoon there was a wooden walkway down the beach to a tent that was set up for them to have dinner in. That’s not out of the ordinary, and the general manager didn’t know about it until it was built.
As chief executive, how do you manage your day and your staff?
The current economic climate requires me to spend more time on the road than in the corporate office. Thanks to technologies like the BlackBerry and cellphones, I have global reach wherever I am in the world. When I’m at home, I usually spend a few hours at my desk on weekends, preparing for the days ahead, returning e-mails. My assistant’s desk is always full when she comes in early on Monday morning.
To manage my staff, I value everyone’s opinion and listen to the pros and cons of every issue, but at the end of the day, the decision rests with me, and we move on to the next topic. As Harry Truman said, the buck stops here.
How do you keep up with trends?
We do a great deal of research that focuses on a broad study of luxury products and the market for high-end goods and services. Often you can see a trend coming before it becomes one by analyzing the data and studying the researchers’ conclusions and predictions. At Ritz-Carlton, we want to set trends, not follow them. On the other hand, we do not position ourselves as a trendy hotel company.
How do you measure success?
On the customer side, Gallup does phone interviews for us, asking two types of questions, functional and emotional. On the functional side, we ask: How was the meal? Was the food hot? Was the service good? Did you like the menu? How was your room service? Was your bedroom clean? And Gallup has established “indicators,” where this is one question that if answered as five out of five indicates that all the other questions will be answered positively. Our functional indicator is “The room was clean.” On the emotional side, our indicator is “I had a sense of well-being.” We know we must first pass the functional question before the guest will focus on the emotional question.
For employees, the most important internal metric we measure is voluntary turnover, which is an indicator of talent acquisition and training. We hire typically about 2% of the people who apply for jobs with us. Bringing on the right ladies and gentlemen and then nurturing them to provide them with career opportunities will reduce turnover. Training is really important, because it nurtures the careers of our ladies and gentlemen. Naturally, in a tough economic climate keeping staff satisfied is more challenging, but obviously it’s as important as ever.
Isn’t your growth as a hotel company limited by how many hotels you can build?
A breakthrough in our thinking was understanding that we are not a hotel brand but a lifestyle brand. For a hotel company, growth is reliant on the development of new properties, which is limited. But as a lifestyle brand, we can offer the unique Ritz-Carlton lifestyle in non-hotel formats as well. Whether you are spending a night, spending a week, buying five weeks of fractional ownership or buying a lifetime in the Ritz-Carlton, with Ritz-Carlton Residence, we feel that we represent lifestyle, that we have moved beyond being just a hotel company.
More than 3,000 people have bought in for several million dollars each, and to me those people are brand devotees for life. Of course, all strategies are sensitive to significant market turns, but from the long-term perspective of growing a customer base that is absolutely married to the brand, it has worked out extremely well.
What is the key to building a successful corporate culture?
A culture is built on trust. And if leadership doesn’t live the values that it requires of the organization, that is the swiftest way to undermine the culture. No culture sticks if it’s not lived at the highest levels of the organization. It takes an extraordinarily long time to build a culture.
Robert Reiss is host of “The CEO Show,” which is nationally syndicated in 52 markets by Business TalkRadio Network. This article was adapted from an interview that aired on “The CEO Show.” To hear podcasts of it and other CEO interviews, click here.
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