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World-Class Organizations



             The Ritz-Carlton Hotel Company manages 36 luxury hotels in North America, Europe, Asia, Australia, the Middle East, Africa, and the Caribbean. All have received four- or five-star ratings from the Mobil Travel Guide and diamond ratings from the American.
             At every level, The Ritz-Carlton is detail-oriented. Steps for all quality-improvement and problem-solving procedures are documented, methods of data collection and analysis are reviewed by third-party experts, and standards are established for all processes. Key processes also are dissected to identify points at which errors may occur. For example, to meet its goal of total elimination of problems, The Ritz-Carlton has determined that there are 970 potential instances for a problem to arise during inter-actions with overnight guests and 1,071 such instances during interactions with meeting event planners.
             To cultivate customer loyalty, The Ritz-Carlton has instituted an approach of "customer customization," which relies on extensive data gathering and capitalizes on the capabilities of advanced information technology. Information gathered during various types of customer contacts, such as responses to service requests by overnight guests or post-event reviews conducted with meeting planners, are systematically entered into a database, which holds almost a million files. Accessible to all Ritz-Carlton hotels worldwide, the database enables hotel staff to anticipate needs of returning guests and to initiate steps that will help to ensure a high-quality experience.
             This attention to detail and the company's commitment to continuous improvement is delivering benefits. For example, in 1998, more than 80 percent of meeting planners reported that they were extremely satisfied with their overall experience up from fewer than 70 percent a year earlier and 99 percent said they were satisfied. Among overnight guests questioned in an independent survey, nearly 75 percent reported extreme satisfaction with their overall experience at The Ritz-Carlton, as compared with fewer than 70 percent for the nearest competitor's guests.


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