Liz. Carlton Hotel is a luxury hotel and holiday brand, located in major cities in 24 countries, headquartered in Maryland, USA, close to Washington, D.C. The following is a case study of customer relationship management of Ritz-Carlton Hotel. Welcome to read!

Hotel introduction

1927, The Ritz-Carlton Boston welcomed its first distinguished guest. Since then, the lion's head and crown logo have always marked a kind of luxury, supremacy and beauty.

Li is famous for his hospitality. Today, Liz Carr

Leighton Hotel Company has developed into a world-famous top luxury hotel.

Hotel management company.

The Ritz-Carlton Hotel currently has more than 70 hotels, which are divided into

In major cities in 24 countries. The Ritz-Carlton Hotel.

Marriott international's Ritz-Carlton Hotel Company.

(Ritz-Carlton Hotel Company) management, current.

More than 38,000 employees, headquartered in Maryland, USA.

In the international high-end hotel industry, the Ritz-Carlton is recognized as a leading super brand and won the American National Quality Award 1992. The Ritz-Carlton Hotel attracts 5% senior staff and first-class passengers. More than 90% of Ritz-Carlton customers still live in hotels. Although the average rent of this hotel is as high as $65,438+050, the occupancy rate of the Ritz-Carlton hotels worldwide is as high as 70%. Ritz-Carlton Hotel Company promises to strive for perfection, excellent service, distinguished and luxurious hotel facilities and exquisite and delicious food, and has long occupied the leading position in international first-class hotels.

Second, Ritz-Carlton's gold medal standard

Ritz-Carlton requires every new employee to consciously abide by the company's standards, including? Credo? 、? Service trilogy? 、? Motto? 、? Twenty basic points? What about twelve years old? Service guide? . They repeatedly stressed that the purpose is to always give priority to the individual needs of each guest and provide real warm and thoughtful service for each guest. All employees should remind themselves every day, who are they? Ladies and gentlemen serve ladies and gentlemen? They must actively and enthusiastically serve their guests and anticipate their needs.

Ritz-Carlton clearly recognizes that attracting, owning and maintaining an excellent workforce is the company's top priority. The company's method of training employees is based on this. The Ritz-Carlton Hotel is proud of its low turnover rate in the hotel industry for many years. This training method has been adopted by many companies around the world? From the world's top 500 enterprises to successful family businesses, they are all cited and imitated as classic models.

1 one of the gold medal standards: creed

(1) The Ritz-Carlton takes sincere care and comfortable hospitality as its highest mission.

(2) We promise to provide our customers with meticulous personalized service and complete facilities to create a warm,

Comfortable and elegant

environment

(3) The Ritz-Carlton trip can make you happy and benefit a lot, and we can even meet each other tacitly.

The inner desires and needs of customers.

2 gold medal standard: motto

We serve gentlemen and ladies as gentlemen and ladies.

We serve ladies and gentlemen as gentlemen. If you treat us in a corresponding manner, we will be very grateful to you. However, if the customer can't adjust his behavior, our hotel leader will invite him to stay in other hotels. In fact, we will even reserve a room for him or her. If his or her attitude improves, we still welcome them to stay.

To be the best employer in the eyes of global employees, we must create an atmosphere of mutual respect within the company.

3 gold standard: trilogy of quality service

(1) Greet the guests warmly and sincerely, and call them by their names kindly.

(2) foresee the needs of each customer in advance and actively meet them.

(3) Say goodbye cordially, call customers by their names and say goodbye warmly.

4 gold medal standard: 20 basic points

Credo (1) is the first belief of the Ritz-Carlton Hotel, which must be widely read and owned by the Ritz-Carlton Hotel, and all employees should actively practice it.

(2) What is our motto? We serve gentlemen and ladies as gentlemen and ladies? . As a professional team in the service industry, we respect every customer and employee while maintaining our dignity.

(3)? Trilogy of quality service? It is the foundation of the hospitality of Ritz-Carlton Hotel, and these steps should be used in every communication with customers to ensure customer satisfaction and maintain customer loyalty.

(4) Employees' commitment is the foundation of the working environment of the Ritz-Carlton Hotel, and all employees should feel satisfied and grateful.

(5) All employees will successfully and completely obtain the annual job training certification.

(6) the company's goals are communicated to all employees, and everyone should take it as their responsibility to achieve them.

(7) In order to increase the pride and fun in the workplace, all employees have the right to participate in plans that will affect their work.

(8) Every employee has the responsibility to constantly discover the shortcomings of the hotel. These shortcomings can be called? Mr. Beaver. Errors, redoes, failures, inefficient behaviors and deviations.

(9) Every employee is interested in creating a team cooperation environment and provides? Edge service? Responsible for ensuring that the needs of our customers and other employees are met.

(10) Authorize all employees. For example, if a customer puts forward special needs, as an employee, it is necessary to break through the normal scope of responsibilities and workplace to solve the customer's problems.

(1 1) All employees have an unshirkable responsibility to clean the hotel.

(12) In order to provide intimate and personalized service to our customers, it is the responsibility of every employee to identify and record customers' personal preferences.

(13) Never lose any customers. It is the responsibility of every employee to calm the customer's anger instantly. Anyone who receives a complaint should be regarded as his own responsibility until the customer's problem is satisfactorily solved and recorded.

( 14)? Keep smiling? We are on the stage. ? Always maintain positive eye contact. Proper vocabulary should be used for customers and other employees.

(15) No matter inside or outside the workplace, you should regard yourself as the ambassador of the hotel, keep the enthusiasm of conversation, and communicate with the right person if you have any doubts.

(16) Escort customers, don't just point them to their destination, but accompany them to their destination in person before leaving.

(17) Use the telephone etiquette of the Ritz-Carlton Hotel. Pick up the phone within three rings and use visual? Smile? The tone of response. Call the customer's name if necessary, and ask the caller if necessary:? Shall I put you through? Don't connect the caller to the hotel videophone. Eliminate call forwarding as much as possible. observe

Call standard of voice mail.

(18) Pay attention to your personal image and be proud of it. It is the responsibility of every employee to abide by the dress and decoration standards of Ritz-Carlton Hotel and convey the professional image.

(19) Safety is the first consideration. Every employee has the responsibility to create a safe, reliable and accident-free environment for guests and their colleagues. All employees should be familiar with all fire and safety emergency procedures and report safety risks in time.

(20) Protecting the assets of the Ritz-Carlton Hotel is the responsibility of every employee. Save energy, properly maintain hotel facilities, and ensure the environment is safe and worry-free.

5 Twelve service standards? I am proud to be a member of the Ritz-Carlton.

(1) Establish good interpersonal relationships and attract guests for the Ritz-Carlton for a long time.

(2) Be keenly aware of the expressed and inner wishes and needs of the guests and respond quickly.

(3) Create a unique and unforgettable personal experience for the guests.

(4) Understand the key factors of success and its role in the process of building the Ritz-Carlton magic weapon.

(5) Constantly seek opportunities to innovate and improve Ritz-Carlton services.

(6) Be brave to face and solve the problems of the guests quickly.

(7) Create a working environment of teamwork and marginal service to meet the needs of guests and colleagues.

(8) Have the opportunity to keep learning and growing.

(9) concentrate on making work plans related to yourself.

(10) Be proud of your professional appearance, language and manners.

(1 1) Protect the privacy and safety of guests and colleagues, and protect the confidential information and assets of the company.

(12) is responsible for maintaining the highest standard of cleanliness and creating a safe and worry-free environment.

3. Personnel selection and training

1 ? Choice? Employees instead of? Hire?

Ritz-Carlton, like other companies, recruits from the same labor market, but in order to recruit the most professional service personnel, they don't care about the time cost, which also helps hotels to obtain and retain the best employees. In fact, every employee at the Ritz-Carlton Hotel is very proud, isn't it? Hire? Yes, but yes? Choice? Yes, only people whose personality and ideas conform to the hotel culture can become a member of the hotel. In the view of hotel managers, only in this way can we maintain the persistence and consistency of high-quality service.

2 Staff training

After a rigorous selection process, new employees will receive a two-day in-store training to get to know Liz.

Carlton has a rich corporate culture. From junior room cleaners to senior managers, every employee must learn how to follow and apply basic principles in their work.

At the regular meeting in the morning, all the employees and managers gathered to reaffirm the company's? Quality commitment? Praise quality service and strengthen management objectives. All over the world, the creed is the same every day: exceeding the expectations of customers is the most important mission of the company. ?

Employees receive more than 100 hours of customer service training every year. About half of Ritz-Carlton employees belong to an authorized self-directed work team. These teams initiated many service innovations, which improved customer satisfaction and increased profit margin.

3 Employee authorization

In their daily work, each employee of the hotel even has an authorized amount of $2,000. When they need to provide services to customers in time, they can use this $2,000 first and then apply for approval. This kind of trust stimulates the professionalism and potential of employees, constantly providing customers with surprise services and giving them a sense of accomplishment.

Ritz-Carlton's investment in training and services has achieved commendable results. Following the principle of Total Quality Management (TQM), The Ritz-Carlton Hotel Company has won the highest evaluation in many surveys, including the guest satisfaction survey conducted by J.D. Bowal (joint venture). The nearly perfect guest return rate and 66% employee retention rate are far higher than the industry average, which makes the Ritz-Carlton Hotel save costs and improve profits.

The Ritz-Carlton Hotel has taken over many times? Best employer in Asia? And then what? Best employer in China? Today, more and more world-class enterprises are learning the management wisdom of the Ritz-Carlton Hotel, and trusting and respecting employees has become an important part of learning.

4. Service example? Create surprises for customers

1 Create surprises for customers.

(1) Observe as much as possible. One of the keys to providing quality service is to keep keen observation, not to act rashly.

(2) When the service transcends the nuances and even sincerely empathizes with customers, customer care is the highest level.

(3) Customer loyalty can be measured, and so can the steps to realize customer loyalty. The most precious service is to provide customers with personalized service according to their personal preferences.

(4) Asking customers questions and showing your concern is a good starting point, but only if you can really do it.

Only by meeting the needs of customers can people feel valuable.

(5) Collecting and recording the interactive information with customers is helpful to solve problems and achieve continuous success.

(6) recording service or product defects to enrich quality data, but reasonably avoiding picky behavior can make leaders more convenient for process management and improve quality.

2 service instances

In the system files of the Ritz-Carlton Global Network, the personal information of hundreds of thousands of customers is recorded in detail.

For example, once, the vice president of a multinational group company in South Korea went to Australia on business. When he checked into the Ritz-Carlton Hotel, he called the room service department of the hotel and asked to replace the original moisturizing lotion in the bathroom with another baby brand product. The service staff quickly met his requirements.

This is not over. Three weeks later, when the Vice President checked into the Ritz-Carlton Hotel in New Mexico, he found familiar lotion on the shelf in the bathroom, and a feeling of coming home came to him.

With information technology and a little more care, the Ritz-Carlton Hotel is no longer a slogan that makes you feel at home. The personal data of customers recorded in the computer files of the Ritz-Carlton global network is a little secret shared by every customer and Carlton employees, which makes customers in other places satisfied.

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