重点摘要
1. 定义与精炼：在适应变化中确立核心价值观
“金标准和由此产生的严格商业实践，为我们公司在吸引求职者、客户参与认可以及全球质量卓越等广泛领域的成就奠定了平台。”
卓越的基础。 丽思卡尔顿的成功建立在其金标准之上，包括信条、座右铭、三步服务和服务价值观。这些基础元素为各级员工提供了明确的愿景和指导。信条强调对客人的真诚关怀和舒适，而座右铭“绅士淑女为绅士淑女服务”则在员工与客人之间灌输相互尊重。
持续改进。 在保持核心价值观的同时，丽思卡尔顿的领导层认识到需要随着客户偏好的变化而发展。这体现在从严格的“20个基本原则”过渡到更灵活的“12个服务价值观”，鼓励员工运用判断力创造个性化体验。公司还调整其物理环境以反映当地文化和客人期望，平衡传统与现代。
2. 通过信任赋权：给予员工权力和责任
“我们相信他们会提供他们所受培训的体验。而这种培训是持续进行的，确保他们的技能集。最终，我们知道我们必须让我们的绅士淑女们自己去思考如何将他们的培训与客人的需求相结合。”
财务赋权。 丽思卡尔顿通过允许每位员工每天为每位客人花费高达2000美元来解决问题或增强体验，展示了对员工的信任。这项政策使问题能够迅速解决，并为客人创造难忘的时刻。
决策权。 鼓励员工对客人体验负责，并运用判断力满足客人表达和未表达的需求。这种赋权不仅限于客户互动，还包括参与工作流程规划和质量改进团队。
- 员工可以当场做出有利于客人的决定
- 员工参与问题解决和流程改进
- 信任和赋权提高了员工参与度和客人满意度
3. 关注他人：专注于客户和员工的需求
“倾听并不能确保情况总是顺利，但最终它是挑战时期达成双方可接受解决方案的途径。”
以客户为中心的方法。 丽思卡尔顿优先理解和满足客人的需求，通过多种方法实现：
- Mystique：一个跟踪客人偏好的客户关系管理系统
- Gallup CE11：一个衡量客户参与度的调查工具
- 定期收集和分析反馈
员工参与。 公司认识到满意的员工会带来满意的客户。他们使用像Gallup Q12这样的工具来衡量和提高员工参与度，结果是：
- 低于行业平均水平的员工流失率
- 更高的员工满意度和生产力
- 由于员工参与度高而改善的客户体验
4. 创造惊喜：通过关注细节创造难忘的体验
“惊喜故事只是与员工沟通的工具之一。最终，这个工具必须在其实现的目标背景下被理解——即帮助领导识别和传达期望的客人结果。”
惊喜时刻。 丽思卡尔顿鼓励员工超越常规，为客人创造难忘的体验。这些努力被记录为“惊喜故事”，并在整个组织中分享，以激励和教育员工。
关注细节。 公司强调注意并根据客人的微妙提示采取行动的重要性。这包括：
- 使用所有感官预测客人需求
- 根据观察到的偏好个性化体验
- 在各部门之间传达客人信息以确保无缝服务
5. 留下持久印记：对社区产生积极影响
“我们是社区的一部分。我们的绅士淑女们明白，我们非常认真地回馈那些影响他们生活的当地组织。”
社区足迹计划。 丽思卡尔顿的企业社会责任结构化方法专注于三个关键领域：
- 饥饿和贫困救济
- 弱势儿童的福祉
- 环境保护
员工参与。 公司鼓励员工参与社区服务活动，这样可以：
- 加强团队纽带
- 培养领导技能
- 增强员工自豪感和参与感
客人参与。 丽思卡尔顿通过以下计划向客人提供社区参与机会：
- 回馈之旅
- 有意义的会议
- 环境教育计划
6. 精选人才：选择与公司价值观一致的人才
“你不能快速复制丽思卡尔顿。我们的流程可能很慢，但当我们做出决定时，通常是准确的。我们确实花时间在招聘前瞄准。”
严格的甄选过程。 丽思卡尔顿采用全面的招聘方法：
- 多次面试，包括与一线员工的面试
- 重点识别具有服务导向思维的候选人
- 评估与公司价值观和文化的契合度
入职培训。 新员工接受公司沉浸式介绍：
- 为期两天的入职培训，专注于公司文化和价值观
- 在21天内完成的职位特定培训和认证
- 持续的学习和发展机会
员工保留。 这种精心的甄选和培训过程带来了：
- 低于行业平均水平的员工流失率
- 更高的员工参与度和工作满意度
- 持续提供卓越的客人体验
7. 支持一线同理心：预测和满足客人需求
“预测客人的需求是一种简单、几乎艺术的技能——一种你倾听和观察客人习惯的技能，同时对他们的福祉表现出真正的兴趣，无论这种兴趣是针对他们的家庭、生活，还是他们在这家酒店或其他地方的经历。”
同理心培训。 丽思卡尔顿强调理解和预测客人需求的重要性：
- “雷达开/天线起”培训以提高观察技能
- 鼓励使用所有感官评估客人偏好
- 专注于满足未表达的愿望和需求
沟通与团队合作。 公司培养信息共享文化：
- 使用耳机无线电等技术传达客人信息
- 跨部门合作以确保无缝服务
- 定期的排班会议分享客人故事和服务技巧
服务恢复。 当问题出现时，员工被授权：
- 对问题负责
- 提供即时解决方案
- 超越常规将负面体验转化为积极体验
8. 追求、实现、传授：通过教育扩展品牌卓越
“我们决定通过创建一种更系统的方式来教授其他企业来提升这一培训机会。我们通过在1999年开放我们的领导中心实现了这一目标。”
内部学习。 丽思卡尔顿在员工发展上投入大量资金：
- 全球学习中心用于员工培训和发展
- 职位特定技能的操作认证计划
- 领导力发展计划
外部教育。 公司将其专业知识扩展到其他企业：
- 丽思卡尔顿领导中心为外部组织提供培训
- 课程涵盖服务卓越和质量管理等主题
- 与大学合作进行高管教育计划
知识共享。 通过教授他人，丽思卡尔顿：
- 巩固自身的最佳实践
- 从其他行业获得见解
- 提升各个行业的服务标准
9. 可持续性与管理：在奢华与环境责任之间取得平衡
“我们希望确保不让为奢华体验付费的客人感到内疚，但同时我们希望为客人创造机会，帮助我们管理珍贵资源。”
环境倡议。 丽思卡尔顿实施各种环保实践：
- 能源和水资源节约措施
- 减少废物和回收计划
- 新物业开发中的可持续设计
客人参与。 公司巧妙地让客人参与环境努力：
- 像环境大使这样的教育计划
- 自愿参与床单和毛巾再利用计划
- 在特定物业提供生态旅游体验
奢华与可持续性的平衡。 丽思卡尔顿仔细考虑如何：
- 在减少环境影响的同时保持高标准的奢华
- 在不影响客人体验的情况下教育客人关于保护的知识
- 投资于支持舒适和效率的创新技术
最后更新日期:
FAQ
What's The New Gold Standard about?
- Customer Experience Focus: The book delves into how The Ritz-Carlton Hotel Company excels in customer service through five leadership principles.
- Leadership Principles: These include defining the company's core identity, empowering employees, focusing on others, delivering exceptional experiences, and leaving a lasting impact.
- Cultural Insights: It provides a look into the company culture that promotes employee engagement and customer satisfaction, with real-life examples of service excellence.
Why should I read The New Gold Standard?
- Inspiration for Businesses: It serves as a guide for businesses aiming to improve customer service and employee engagement.
- Proven Success: The book details Ritz-Carlton's successful practices, consistently ranking high in customer satisfaction.
- Applicable Lessons: The principles can be applied across various industries, making it a valuable resource for leaders and managers.
What are the key takeaways of The New Gold Standard?
- Five Leadership Principles: The book outlines principles that help organizations create legendary customer experiences.
- Importance of Culture: It emphasizes a strong organizational culture that prioritizes employee and customer satisfaction.
- Empowerment and Trust: Empowering employees and fostering trust are highlighted as keys to exceptional service delivery.
What are the best quotes from The New Gold Standard and what do they mean?
- “The customer is never wrong!”: This reflects Ritz-Carlton's philosophy of prioritizing customer satisfaction and understanding their needs.
- “People like to be served, but invisibly.”: Effective service meets customer needs seamlessly without drawing attention.
- “Luxury is a choice.”: Luxury is defined by the customer's perception and experience, not just the product or service.
What are the five leadership principles outlined in The New Gold Standard?
- Define and Refine: Establish a clear core identity and culture guiding all business decisions.
- Empower through Trust: Create a trusting environment where employees can enhance customer experiences.
- It’s Not about You: Focus on customer and colleague needs, fostering a service-oriented mindset.
- Deliver Wow!: Exceed customer expectations with memorable experiences.
- Leave a Lasting Footprint: Create a positive impact on customers, employees, and the community.
How does Ritz-Carlton empower its employees according to The New Gold Standard?
- Trust and Autonomy: Employees can make decisions to enhance guest experiences, with authority to spend up to $2,000 per guest per day for service recovery.
- Comprehensive Training: Extensive training programs equip employees with necessary skills and knowledge.
- Open Communication: An environment where employees can voice ideas and concerns, ensuring they feel valued.
What is the significance of the "Employee Promise" in The New Gold Standard?
- Commitment to Employees: It outlines Ritz-Carlton's expectations in nurturing and developing staff, emphasizing trust and respect.
- Foundation for Trust: Builds a trusting relationship between leadership and employees, enhancing engagement and loyalty.
- Guiding Principles: Includes principles guiding employee interactions and the work environment, ensuring a consistent culture of excellence.
How does Ritz-Carlton maintain its service excellence as described in The New Gold Standard?
- Quality Processes: Systematic quality improvement processes ensure consistent service delivery.
- Feedback Mechanisms: Actively seeks feedback from customers and employees to identify improvement areas.
- Benchmarking Best Practices: Studies successful practices from other industries to refine service offerings.
What role does customer engagement play in Ritz-Carlton's strategy according to The New Gold Standard?
- Emotional Connection: Critical for building long-term loyalty and satisfaction, beyond mere satisfaction metrics.
- Gallup Q12 Tool: Measures employee engagement, correlating directly with customer engagement and business success.
- Continuous Improvement: Focuses on enhancing customer engagement through ongoing staff training and development.
How does Ritz-Carlton ensure its relevance in a changing market as discussed in The New Gold Standard?
- Adaptation to Trends: Monitors changes in customer demographics and preferences to refine service offerings.
- Listening to Customers: Engages with luxury consumers to understand evolving needs and expectations.
- Innovative Practices: Implements innovative practices based on research and feedback to remain a leader in luxury hospitality.
How does The New Gold Standard address the concept of corporate social responsibility?
- Community Footprints Program: Details Ritz-Carlton's approach to community involvement, focusing on hunger relief, child welfare, and environmental conservation.
- Employee Engagement: Encourages employee participation in volunteer activities, benefiting the community and enhancing team cohesion.
- Long-Term Commitment: Views social responsibility as part of core values, ensuring genuine and impactful efforts.
What is the significance of the "Wow" experience in Ritz-Carlton's service model?
- Emotional Connection: Creates memorable moments that emotionally engage customers, fostering loyalty.
- Anticipating Needs: Employees are trained to anticipate and fulfill both stated and unstated customer needs.
- Storytelling: Emphasizes sharing "Wow" stories among staff to inspire and reinforce the service culture.
评论
《新黄金标准》因其对丽思卡尔顿卓越客户服务和领导原则的深刻见解而获得了大多数积极评价。读者欣赏其中的实用课程、鼓舞人心的故事以及对公司文化的详细探讨。有些人觉得内容重复或过于宣传，但许多人称赞其提供的宝贵框架有助于提升服务和公司文化。该书特别推荐给从事酒店业或以客户为中心行业的人士。尽管一些评论者希望看到更多技术细节，但大多数读者认为这本书是提升领导力和客户满意度的有用资源。
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