Page 131 - The New Gold Standard

It’s a Matter of Trust
take the initiative (without seeking permission) to enhance guest
experiences. Often the staff empowerment allowance is used for
such simple things as buying Rice Dream frozen dessert for a
guest whose child expressed disappointment the prior evening
because the hotel restaurant did not have a lactose-free ice cream
option or for purchasing a special amenity item when a guest has
not received room service in a timely manner.
Vivian Deuschl, vice president of public relations, says, “I’ve
come to learn that the least costly solution is the one that hap-
pens immediately. The longer and higher a customer complaint
lives in an organization, the more it grows. By the time a com-
plaint hits senior leadership, what could have been resolved by
getting the guest the amenity he or she requested with a slight
enhancement turns into resolutions on a par with an upgraded
night on the Club Level (an elevated service experience affording
access to a lounge serving multiple daily complimentary food of-
ferings and the ready assistance of concierge staff).” Since lead-
ers must trust employees in establishing long-term relationships
with the company’s customers, it is logical to enlist their judg-
ment to invest in customer retention without having to seek un-
due oversight.
Service breakdowns will occur in all businesses that are vul-
nerable to the inevitable shortcomings of humans. But trusting
environments encourage staff to quickly circumvent blame and
move constructively in the direction of problem resolution. That
confidence is observed by Ed Staros, vice president and manag-
ing director of The Ritz-Carlton Resorts, Naples, Florida. “I
don’t want to make it sound like everything’s perfect at our ho-
tels. It can’t be. We’re human beings, and we have the opportu-
nity to make mistakes every single day. I like to think, however,
that the structure we put together in hiring, culture, and training
makes us less prone to error in the actual delivery of service.
What I am sure of is that our business is driven by employees
who are here for the purpose of serving our guests. We are ser-
vice individuals who continuously address thousands of human

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