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design the customer service experience for a customised luxury clothing boutique.

design the customer service experience for a customised luxury clothing boutique.

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Please answer the question with accurate explanations and examples as per the question. This is not a writting essay please don't reject if you cannot answer this question, please let others to answer it.

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You have been assigned to propose a plan with Ritz-Carlton as a benchmark to
design the customer service experience for a customised luxury clothing boutique.

 

This Is our first time." "Have you ever stayed at a Ritz-Carlton?" he asked. "No" I said. "We're celebrating our 25th wedding anniversary, so this is something very special for us." Then he asked where we had eaten dinner since we arrived, and what our plans were for the evening. I told him where we had eaten, and that we hadn't made plans for that evening yet. What he sald next shocked me. "We have two five-star restaurants on our property, and you can't leave until you eat at one of them. I want you to be my guest." My eyes were as big as saucers. "I'll let the concierge know," he said, "and she'll make reservations for you at the restaurant of your choice." I couldn't believe what I was hearing. I expréssed my thanks over and over, and that evening was a very special celebration for Karen and I. The food and service were outstanding, and Mr. Cayuela's kindness and generosity was completely unexpected. That "Wow" experience is just one example of how the Ritz-Carlton specializes in unique and memorable moments for their guests.
Transcribed Image Text:This Is our first time." "Have you ever stayed at a Ritz-Carlton?" he asked. "No" I said. "We're celebrating our 25th wedding anniversary, so this is something very special for us." Then he asked where we had eaten dinner since we arrived, and what our plans were for the evening. I told him where we had eaten, and that we hadn't made plans for that evening yet. What he sald next shocked me. "We have two five-star restaurants on our property, and you can't leave until you eat at one of them. I want you to be my guest." My eyes were as big as saucers. "I'll let the concierge know," he said, "and she'll make reservations for you at the restaurant of your choice." I couldn't believe what I was hearing. I expréssed my thanks over and over, and that evening was a very special celebration for Karen and I. The food and service were outstanding, and Mr. Cayuela's kindness and generosity was completely unexpected. That "Wow" experience is just one example of how the Ritz-Carlton specializes in unique and memorable moments for their guests.
We had never stayed at a Ritz-Cartlon before, but because we were celebrating our 25th wedding anniversary, we decided to do something extra special. Upon our EXCEPTIONAL QUALITY Several years ago the Ritz-Carlton did a complete evaluation of the quality of service arrival, our room was a bit warm on the first night of our stay. We shared this with throughout the entire organization. Mr. Cayuela noted that at the core of their quality the front desk, and they kindly replaced the thermostat in our room. The next day, the room was still warm, so our conclerge took the Initlative to show us two roorns, improvements was a commitment to innovate, document results, and then document and then let us choose the room that we liked the most. We happily chose the colder the processes that deliver the greatest outcomes. room, and a Gentleman helped us move our luggage to our new room. He further observed that maintaining focus is essential to delivering exceptional A couple of days later, when I asked our concierge about how they use the quality. It's easy for an organization in today's business climate to chase the latest "Mystique" to deliver great service, she reminded me of the issue we had with our fad, shift from one priority to the next, and pursue the flavor of the month. But the room. "We know you like a cool room," she said. "In fact, we showed you two rooms, Ritz-Carlton understands what's important to its guests. In Mr. Cayuela's words, the the first of which had a nicer view, but you chose the other room because it was top three priorities of guests are: colder. If you had to choose between a cool room and a better view, you would A clean room choose the cooler room." Then she added, This information is now in 'Mystique, and if you were ever to stay at a Ritz-Carlton in the future, our team would know your • Timely service room preference, no matter which hotel you stay at in the world. We would do our Delivering on promises best to give you a room with a great view, but ensuring the room is cool is the first An unwavering focus on these priorities creates what's known as the "Ritz-Carlton priority." Mystique." The "Mystique" is the legacy of the Ritz. It's the combination of emotion Exceptional quality is also seen in Ritz-Carlton's attention to detail, regardless of how and tradition to deliver memorable experiences for guests. Mr. Cayuela told me that small or how insignificant it might seem. When we checked in, chocolate covered the Mystique began when Mr. Cesar Ritz set out to create a hotel that would "wow" strawberries were delivered to our room in honor of our anniversary. On another royalty in Europe. In that day, most hotels had restrooms down the hall, shared by occasion, when we stepped onto the elevator to head upstairs, a Gentleman from multiple guests. Ritz had a different vision: to put restroom's in every guest's room. the Ritz also entered the elevator to head to a different floor. On the way up, the That was the beginning of legendary service that focused on the needs and desires elevator stopped to pick up more guests. Space was limited, so what did the Gentleman working for Ritz-Carlton do? He stepped off the elevator to make room for more guests..even though he hadn't arrived to his floor. A small, simple gesture of guests. Rather than focusing on everything, Ritz focuses on its highest priorities. of hospitality. To manage the "Mystique," the Ritz uses a CRM (customer relationship management) system - also called "Mystique". When I asked one employee for an We were also amazed at how well each Lady and Gentleman remembered our names. They didn't slowly learn our names as our time progressed. From the very example of how they maximize their CRM, she said that the preferences of a guest first day, until the time we checked out, we were greeted by name and with a smile. are noted in the system. Let me give you a personal example. The biggest surprise came toward the end of our stay. At the end of my conversation with Mr. Cayuela, he asked, "Have you ever been to Cancun before?No" I said.
Transcribed Image Text:We had never stayed at a Ritz-Cartlon before, but because we were celebrating our 25th wedding anniversary, we decided to do something extra special. Upon our EXCEPTIONAL QUALITY Several years ago the Ritz-Carlton did a complete evaluation of the quality of service arrival, our room was a bit warm on the first night of our stay. We shared this with throughout the entire organization. Mr. Cayuela noted that at the core of their quality the front desk, and they kindly replaced the thermostat in our room. The next day, the room was still warm, so our conclerge took the Initlative to show us two roorns, improvements was a commitment to innovate, document results, and then document and then let us choose the room that we liked the most. We happily chose the colder the processes that deliver the greatest outcomes. room, and a Gentleman helped us move our luggage to our new room. He further observed that maintaining focus is essential to delivering exceptional A couple of days later, when I asked our concierge about how they use the quality. It's easy for an organization in today's business climate to chase the latest "Mystique" to deliver great service, she reminded me of the issue we had with our fad, shift from one priority to the next, and pursue the flavor of the month. But the room. "We know you like a cool room," she said. "In fact, we showed you two rooms, Ritz-Carlton understands what's important to its guests. In Mr. Cayuela's words, the the first of which had a nicer view, but you chose the other room because it was top three priorities of guests are: colder. If you had to choose between a cool room and a better view, you would A clean room choose the cooler room." Then she added, This information is now in 'Mystique, and if you were ever to stay at a Ritz-Carlton in the future, our team would know your • Timely service room preference, no matter which hotel you stay at in the world. We would do our Delivering on promises best to give you a room with a great view, but ensuring the room is cool is the first An unwavering focus on these priorities creates what's known as the "Ritz-Carlton priority." Mystique." The "Mystique" is the legacy of the Ritz. It's the combination of emotion Exceptional quality is also seen in Ritz-Carlton's attention to detail, regardless of how and tradition to deliver memorable experiences for guests. Mr. Cayuela told me that small or how insignificant it might seem. When we checked in, chocolate covered the Mystique began when Mr. Cesar Ritz set out to create a hotel that would "wow" strawberries were delivered to our room in honor of our anniversary. On another royalty in Europe. In that day, most hotels had restrooms down the hall, shared by occasion, when we stepped onto the elevator to head upstairs, a Gentleman from multiple guests. Ritz had a different vision: to put restroom's in every guest's room. the Ritz also entered the elevator to head to a different floor. On the way up, the That was the beginning of legendary service that focused on the needs and desires elevator stopped to pick up more guests. Space was limited, so what did the Gentleman working for Ritz-Carlton do? He stepped off the elevator to make room for more guests..even though he hadn't arrived to his floor. A small, simple gesture of guests. Rather than focusing on everything, Ritz focuses on its highest priorities. of hospitality. To manage the "Mystique," the Ritz uses a CRM (customer relationship management) system - also called "Mystique". When I asked one employee for an We were also amazed at how well each Lady and Gentleman remembered our names. They didn't slowly learn our names as our time progressed. From the very example of how they maximize their CRM, she said that the preferences of a guest first day, until the time we checked out, we were greeted by name and with a smile. are noted in the system. Let me give you a personal example. The biggest surprise came toward the end of our stay. At the end of my conversation with Mr. Cayuela, he asked, "Have you ever been to Cancun before?No" I said.
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