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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 Powers 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 cant 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 Doesnt 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