Perform in an outstanding manner.

First and foremost, you must live and die by the spirit of this rule:

“If you are not committed to delivering results that are profound, dramatic and superior – NEVER COMPETE!”

Let’s consider the ramifications of these 16 simple words. They remind me of something that Steve Jobs of Apple once said.

“It’s not enough to make your offer or performance great, it should be INSANELY great. Incremental improvements over your competition’s offers, or even your own previous offers, don’t cut it. You should shoot for TEN times better.”

Being outstanding means redefining existing standards of performance, and challenging existing paradigms of world best practices.

The Ritz-Carlton epitomizes what it means to create and sustain outstanding performance.

The Ritz-Carlton is the first and only Hotel Company to win the coveted Malcolm Baldrige National Quality Award; in fact they are the first and only Service Company to win the award twice.

When you stay at the Ritz-Carlton, you get to experience and enjoy the finest service and facilities in the world. They have consciously developed a legacy, and a reputation for outstanding service and innovation.

The standards of service, dining and facilities set by the Ritz-Carlton serve as a benchmark for all hotels and resorts worldwide. In short, The Ritz-Carlton has set the standards by which everyone else must compete.

What follows are the Gold Standards, which serve as the foundational principals of the Ritz-Carlton. These Gold Standards drive outstanding results. They encompass the values and philosophy by which they operate and include:

• The Credo,
• The Motto,
• The Three Steps of Service,
• The Basics,
• The Employee Promise.

Credo

The Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission.

We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambience.

The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.

Motto

We Are Ladies and Gentlemen Serving Ladies and Gentlemen.

Three Steps of Service

1. A warm and sincere greeting. Use the guest name if and when possible.
2. Anticipation and Compliance with guest needs.
3. Fond farewell. Give them a warm good-bye and use their names, if and when possible.

The Basics (20)

1. The Credo is the principle belief of our Company. It must be known, owned and energized by all.
2. Our Motto is “We are Ladies and Gentlemen serving Ladies and Gentlemen.” As service professionals, we treat our guests and each other with respect and dignity.
3. The Three Steps of Service are the foundation of Ritz-Carlton hospitality. These steps must be used in every interaction to ensure satisfaction, retention and loyalty.
4. The Employee Promise is the basis for our Ritz-Carlton work environment. It will be honored by all employees.
5. All employees will successfully complete annual Training Certification for their position.
6. Company objectives are communicated to all employees. It is everyone’s responsibility to support them.
7. To create pride and joy in the workplace, all employees have the right to be involved in the planning of the work that affects them.
8. Each employee will continuously identify defects throughout the Hotel.
9. It is the responsibility of each employee to create a work environment of teamwork and lateral service so that the needs of our guests and each other are met.
10. Each employee is empowered. For example, when a guest has a problem or needs something special you should break away from your regular duties, address and resolve the issue.
11. Uncompromising levels of cleanliness are the responsibility of every employee.
12. To provide the finest personal service for our guests, each employee is responsible for identifying and recording individual guest preferences.
13. Never lose a guest. Instant guest pacification is the responsibility of each employee. Whoever receives a complaint will own it, resolve it to the guest’s satisfaction and record it.
14. “Smile – we are on stage.” Always maintain positive eye contact. Use the proper vocabulary with our guests. (Use words like – “Good Morning,” “Certainly,” “I’ll be happy to,” and “My pleasure.”)
15. Be an ambassador of your Hotel in and outside of the work place. Always talk positively. Communicate any concerns to the appropriate person.
16. Escort guests rather than pointing out directions to another area of the Hotel.
17. Use Ritz-Carlton telephone etiquette. Answer within three rings and with a “smile” Use the guest’s name when possible. When necessary, ask the caller “May I place you on hold?” Do not screen calls. Eliminate call transfers whenever possible. Adhere to voice mail standards.
18. Take pride in and care of your personal appearance. Everyone is responsible for conveying a professional image by adhering to Ritz-Carlton clothing and grooming standards.
19. Think safety first. Each employee is responsible for creating a safe, secure and accident free environment for all guests and each other. Be aware of all fire and safety emergency procedures and report security risks immediately.
20. Protecting the assets of a Ritz-Carlton Hotel is the responsibility of every employee. Conserve energy, properly maintain our hotels and protect the environment.

The Employee Promise

At The Ritz-Carlton, our Ladies & Gentlemen are the most important resource in our service commitment to our guests.

By applying the principles of trust, honesty, respect, integrity and commitment, we nurture and maximize talent to the benefit of each individual and the company.

The Ritz-Carlton fosters a work environment where diversity is valued, quality of life is enhanced, individual aspirations are fulfilled, and The Ritz-Carlton mystique is strengthened.

So what can you learn from the Ritz-Carlton?

1. Gold Standards are a model of simplicity, however they become a work of art once personally owned, employed and enforced.
2. Create your own Gold Standards or use these as a benchmark for delivering outstanding results.
3. You can choose the rules by which you compete and thus raise the performance bar for everyone else to follow.

So what do you do if your performance is not currently superior to everyone and everything else around you?

Easy. Decide to deliver outstanding results, and deliver them – starting right NOW!

Every opportunity offers a chance to perform in an outstanding manner. If you own a business or work for one, you must be able to engineer your performance so that is PROFOUNDLY superior, thus separating you from everyone in the marketplace.

Being outstanding is an outstanding goal to shoot for!

Quality is the calling card of greatness.

This post began with a simple question: What is quality?

Quality is about love; it’s a passionate obsession with perfection. It is the result of good intentions, uncompromising standards, sincere effort, intelligent design, attention to detail and skillful execution.

Quality is the calling card of greatness; and it represents the wisest choice among many alternatives.

True quality is only achieved through continuous improvement in performance that ensures the highest standards of your products, services, processes and technology.

If you have any intention of being competitive, then quality — in the broadest sense of the term — must become an obsession. Dynamic, sustainable results will only be achieved through an obsession with quality.

High achievers are essentially scientists whose laboratories happen to be any of a variety of places — the kitchen, athletic field, courtroom, classroom, and boardroom.

They test assumptions, experiment with new concepts and ideas, and search through the minutia looking for the proverbial needle in the haystack that can take lead to a breakthrough and competitive edge.

In the pursuit of quality, high achievers bring a methodical, pragmatic and demanding approach to work. And, because these individuals only want to produce the best results, their personal standards are uncompromising.

In their pursuit of perfection, they pay rigorous attention to detail, expect greatness, and consistently deliver superior results. In their efforts to perform at the top of the game, they show no mercy to themselves or others. They understand that quality is a competitive weapon, and they use it with great authority.

The goal is simple: make your own and your organization’s name synonymous with quality. Strive to render ever more perfection to the form and function of your work.

Ensure that each and every aspect of your work receives a finishing touch. The final attention to detail must be given to the polish. Every single facet of quality must be polished and buffed in such a way that the end result exceeds all customer expectations.

I’ve saved the best part for last; a commitment to quality means never having to say you’re sorry!