100 GREAT BUSINESS IDEAS • 29this, Ritz-Carlton spent years accumulating in-depth knowledge
about its work processes, then combined technology with
individual skills and innovation, which has enabled Ritz-Carlton
to track individual customer preferences.For instance, employees observe guests, record their preferences,
and store the data on a company-wide information network. This
enables other employees to reuse the information and provide
the most personalized service available, leveraging their contact
with the customer to shut out competitors. When customers
check in, they receive the room and location they prefer, and
throughout their stay Ritz-Carlton supervisors scrutinize relevant
details for each customer so that they can personalize service,
providing extra pillows, favorite beverages, preferred newspapers,
and so forth.
The Ritz-Carlton approach is a great example of the power of
mass customization—the ability to deliver rapidly, effi ciently, and
profi tably a range of products and services satisfying each individual
customer.
In practice
- Utilize employees at every level within your company, as well as
the benefi ts of technology, to listen to your market at a uniquely
advanced level. - Store infor mat ion on c lients in an easily accessible way, to ensu re
that a distinguished level of personalized quality is provided. - Swiftly reorganize people, information, and processes when
necessary in order to deliver the benefi ts of a highly customized
and attentive service.