Service culture credos
Employers need to live and learn the words that drive behavior and results
By Terry McKenna
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Terry McKenna is principal and co-founder of Employee Performance Strategies Inc. (EPS), based in Chantilly, Va. You can contact him at (888) 788-9090 or
perform@eps-i.com |
Does your company have a service credo? You know, those fancy slogans that are printed on pocket-sized cards for each employee to carry around with them, which is designed to help guide their behavior when it comes to taking care of customers and interacting with coworkers. The hospitality industry is big on company credos. Let me share the Ritz-Carlton Hotel’s credo with you. Without question, the Ritz-Carlton Hotel is legendary for its customer service and overall customer experience.
The Ritz-Carlton Hotel has a company Credo, Motto, Employee Promise and the Ritz-Carlton Basics that are given to every employee from the CEO down to housekeeping. It’s printed on two separate four-sided pocket-sized cards that every employee carries with them. It’s considered part of their uniform. The pocket card serves as a training instructor long after the training has been completed.
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 or our guests.
Motto
We are ladies and gentlemen serving ladies and gentlemen.
Three Steps Of Service
- A warm and sincere greeting. Use the guest name, if and when possible.
- Anticipation and compliance with guest needs.
- Fond farewell. Give them a warm goodbye and use their names, if and when possible.
Employee Promise
At the Ritz-Carlton, our ladies and 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.
The Ritz-Carlton Basics
Twenty guidelines that explain, encourage and direct employee behavior. Here’s a couple:
No. 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.
No. 15: “Smile, we are on stage.” Always maintain eye contact. Use the proper vocabulary with our guests and each other. Use words such as “Good morning,” “Certainly,” “I’ll be happy to” and “My pleasure.” Do not use words such as “OK,” “Sure,” “Hi/Hello,” “Folks” and “No problem.”
Makes you want to run out and apply for a job at the Ritz-Carlton doesn’t it. But the million-dollar question you have to ask yourself is this: Is it all true? The easy part is drafting eloquent language and printing it on fancy pocket cards, letterhead, wall plaques and anything else within eyeshot of employees. The risk with company credos and statements like employee promises is if the folks in leadership positions are not living, breathing and walking the words. If the leaders do not embody every word that is printed, then the folks that the words are primary aimed at — frontline employees — will view the whole thing as a complete sham. This is precisely how cynicism creeps into organizations: not keeping your stated promises. You see, people believe what they see not what they hear.
So, before you rush off to draft and print your own company credo and employee statements, you had first better ask yourself this question: “Can we deliver?” If the answer is no, honestly and openly research the reasons why: lack of training and development; wrong people in the wrong jobs; managers in leadership positions who can’t lead; lack of commitment, etc. Be careful with this stuff because you only get one chance to get it right.
