Page 57 - The New Gold Standard

Set the Foundation
was created with significant input from the Ladies and Gentle-
men. The by-product of this staff input is a set of 12 evolved val-
ues that encourage “ways of being” as opposed to “ways of
doing.” From a customer perspective, the Service Values enable
the staff members to focus on the desired outcomes for individ-
ual guests as fully as possible rather than applying a one-size-fits-
all approach to every guest and every situation.

STRIKING GOLD

D What are the most basic aspects of service you wish to con-
sistently see delivered in your business?

D How simply, clearly, and consistently have you presented
the expectation of your service standards?
D There is a Ritz-Carlton way for providing service, which has
been communicated in part through defined service stan-
dards. How have you defined the unique service approach
that reflects the way your company serves others?

C The Immutable Process of D
Alignment to the Gold Standards

While most businesses go through the requisite exercise of defin-
ing key values or composing mission statements, few leaders un-
derstand the importance of regular and repetitive presentation
of these core aspects of their business. Going beyond the cre-
ation and dissemination of Credo Cards, the leadership at Ritz-
Carlton perfected a powerful process of daily conversation about
the Gold Standards referred to as the “lineup.”
To truly appreciate the Ritz-Carlton leadership approach to
repeated acculturation of the Gold Standards, imagine joining
a group of approximately 20 food preparers and chefs in the

37