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As a regular reader, you already know I’m a big fan of The Ritz Carlton. And apparently, so are lots of other happy guests.

Ritz was recently recognized by Conde Nast as the “best” hotel in the United States. Doesn’t surprise me. Because what others in the hospitality industry, —or for that matter any industry— might consider “above and beyond” or “extraordinary” or “the extra mile” at Ritz Carlton, it’s merely “business as usual.”

In mid-February, my brother-in-law Bob, sent me an e-article from Business Week Online titled, “How Ritz-Carlton maintains its mystique” by Carmine Gallo. In it, Ritz President and COO Simon Cooper said, the “mystique” credit goes to his 35,000 employees.

He explained how they “...create unique and memorable experiences for guests. It’s all about people. Nobody has an emotional experience with a thing. We’re appealing to emotions.”

One week later, I experienced the mystique and magic first hand. I was a guest at the Ritz-Carlton in Maui, Hawaii, where I was speaking at a client’s international sales conference.

While there, I met Jana, a guest relations coordinator. Our conversation quickly drifted to the Ritz-Carlton’s attention to detail and how they train and reinforce each employee on their “basics” or “service value guidelines.”

Now, for years, I had heard about these “basics” and been the beneficiary as a guest. Yet, had never seen them up close and in-print. When Jana learned this, she of course asked, “Would you like a copy?”

I exclaimed, “You bet!” Thanks to Jana’s sincere interest, pro-active listening and immediate action, now you too, can adapt and apply the “basics” to drive your own “business boom!”

Here are the Ritz-Carlton Basics:

*1. The Credo is the principal 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 responsibilities 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 and each other. Use words such as “Good Morning,” “Certainly,” “I’ll be happy to,” and “My pleasure.” Do not use words such as “O.K,” “Sure,” “Hi/Hello,” “Folks,” and “No problem.”

*15. Be an ambassador of your hotel in and outside of the workplace. Always speak positively. Communicate any concerns to the appropriate person.

*16. Escort guest 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 voicemail standards.

*18. Take pride in and care of your personal appearance. Everyone is responsible to convey a professional image by adhering to the 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 any 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.

Now, you too, can benefit from a “Ritz blitz!”

A “blitz” can be defined as a concentrated effort to get something done. Armed with these “basics” get ready to get lots of things done! Correctly. Creatively. Impressively. Profitably!

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Jeff Blackman is a speaker, author, success coach, broadcaster and lawyer who lives part-time on Marco Island. His clients call him a “business-growth specialist.” Send an e-mail to jeff@jeffblackman.com or go to www.jeffblackman.com to subscribe to his free e-letter.