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Unformatted text preview: Lecture 1 Readings and Questions The Luxury Touch • Level of service is what differentiates luxury from midlevel hotels o Guest satisfaction o Customer satisfaction and quality of services explains why Lexus, the top-ranked brand in JD Power’s customer satisfaction surveys, consistently outpaces other makers of luxury cars • What makes luxury products stand apart is the superb level of service • Four Principles are common to almost all luxury brand companies: o They create a customer centered culture o They use a rigorous selection process Populate company with superior staff Impulse to care about accommodating customers can’t be taught to people not predisposed to it o They consistently retrain employees Perpetuate organizational values Attain greater mastery of products/procedures o They systematically measure and reward customer-centric behavior Values First • Companies that display high levels of customer satisfaction display a zeal for superior service from the very top of the organization chart • Leaders of customer-centric companies articulate what kid of organization culture they want and consistently sell employees on its key principles • Ritz exemplifies this o Employees constantly schooled in company lore/values Company card “GOLD STANDARDS” o Principles/Company Credo/principles: Always responsive to the expressed/unexpressed wishes and needs of guests I seek opportunities to innovate/improve Ritz experience I immediately resolve guests probs I continuously learn and grow I am involved in planning the work that affects me I am proud of my professional appeance, lang, and behavior o Values are the basis of all employee training o They are discussed in daily line-ups Rigorous Selection • Ritz Standards o Evaluates each applicant using scientific, behavior-based assessment toold o Tested both for cultural fit and for traits associated with customer- service excellance “innate passion to serve” “the smile has to come naturally” o Interview process candidates spend time with established employees performing daily routines • Norstrom o Doesn’t require previous retail experience o Works hard to hire employees who are both service-minded and entrepreneurial People who are liely to enjoy working in an env with limited structure and guidance • Lexus o Applicant process included several face-to-face interviews between the company and each prospective dealer o The Lexus Convenant Each employee must agree to...
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- Spring '05
- Lexus, Yield management, percept ions, Plat inum Ru