Page 86 - The New Gold Standard

PRINCIPLE 1: DEFINE AND REFINE
have to start from scratch on the Service Values and essentially
reinvent themselves.”
Despite initial resistance to the Service Values, they have be-
come a well-accepted refinement to the 20 Basics. In the words
of John Timmerman, “I think the Service Values represent one
of the most successful changes we have implemented at Ritz-
Carlton. On a companywide survey, the introduction of the Ser-
vice Values received the highest rating of any management
process change in the areas of deployment, effectiveness, and im-
plementation. We received full roll-out in six months, and I’ve
seen some things that we’ve initiated take three years. I think the
difference between the Service Values and other changes is that
the senior leadership team was involved in the design and helped
craft it. We used the customer, both internal and external, to
guide that design change and the process of implementation. It
may sound simplistic, but I think all of those steps are necessary
and are key ingredients in driving major cultural change.”
The success of the Service Values can also be measured by
the subjective evaluation of those for whom the change has had
the greatest impact. Hotel doorman Marty Premtaj says, “Just
as our service was more formal, so were the 20 Basics. To me the
Service Values are more about encouraging us to serve the guest
exactly as the guest wishes. In some ways that is more challeng-
ing, but it is also more rewarding for both the guest and me. It’s
a great thing to know that I am encouraged to do that and am
responsible for those outcomes.”
Clearly the Service Values are also being noticed by tradi-
tional guests at Ritz-Carlton, as some of the formality has been
adjusted. Simon Cooper shares, “I had a guest complain to me
that he saw one of our bartenders serve a young guest a bottle of
beer without a glass. When I looked into it, I informed the com-
plaining guest that the service was a result of the young guest’s
having asked for his beer to be served that way a day before. That
is the challenge and the joy of the Service Values. It encourages
our Ladies and Gentlemen to customize the experience to the

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