re for our wedding anniversary." With a very big smile she told us, "Congratulations. Let me go get you some champaign." Wow! This was the first of two episodes at this hotel that would capture my loyalty as a guest of Ritz-Carlton.

Later that evening a knock at the door caught us by surprise. Gre

What word pops into your mind about a recent customer service experience? Was it good, or was it bad? Customer service in this country seems to be headed in the same direction as the Titanic. Why? One reason is most Americans feel customer service jobs are beneath them and of little importance. Secondly, many organizations have eliminated the human element, replacing it with a lower-cost, impersonal conglomeration of voice mail, email, and online request forms. For many shortsighted service companies, it is about cutting costs, cutting corners, and driving up profits.

The Ritz-Carlton hotels makes customer service an art form. Unlike other places, they know If you treat your customers well and make a special effort to please them—guess what? They come back, tell their friends, and maintain a long lasting relationship of loyalty.

My wife and I recently stayed at the Reynolds Plantation Ritz-Carlton at Lake Oconee, Georgia. Upon checking in, we dropped off our bags and took a seat in the lobby to enjoy the view of the lake. A few minutes later a service person named Susan introduced herself, beginning a friendly conversation. She asked us why we were staying at the hotel. I said, "We are here for our wedding anniversary." With a very big smile she told us, "Congratulations. Let me go get you some champaign." Wow! This was the first of two episodes at this hotel that would capture my loyalty as a guest of Ritz-Carlton.

Later that evening a knock at the door caught us by surprise. Gre

y, many organizations have eliminated the human element, replacing it with a lower-cost, impersonal conglomeration of voice mail, email, and online request forms. For many shortsighted service companies, it is about cutting costs, cutting corners, and driving up profits.

The Ritz-Carlton hotels makes customer service an art form. Unlike other places, they know If you treat your customers well and make a special effort to please them—guess what? They come back, tell their friends, and maintain a long lasting relationship of loyalty.

My wife and I recently stayed at the Reynolds Plantation Ritz-Carlton at Lake Oconee, Georgia. Upon checking in, we dropped off our bags and took a seat in the lobby to enjoy the view of the lake. A few minutes later a service person named Susan introduced herself, beginning a friendly conversation. She asked us why we were staying at the hotel. I said, "We are here for our wedding anniversary." With a very big smile she told us, "Congratulations. Let me go get you some champaign." Wow! This was the first of two episodes at this hotel that would capture my loyalty as a guest of Ritz-Carlton.

Later that evening a knock at the door caught us by surprise. Gre

s customer service an art form. Unlike other places, they know If you treat your customers well and make a special effort to please them—guess what? They come back, tell their friends, and maintain a long lasting relationship of loyalty.

My wife and I recently stayed at the Reynolds Plantation Ritz-Carlton at Lake Oconee, Georgia. Upon checking in, we dropped off our bags and took a seat in the lobby to enjoy the view of the lake. A few minutes later a service person named Susan introduced herself, beginning a friendly conversation. She asked us why we were staying at the hotel. I said, "We are here for our wedding anniversary." With a very big smile she told us, "Congratulations. Let me go get you some champaign." Wow! This was the first of two episodes at this hotel that would capture my loyalty as a guest of Ritz-Carlton.

Later that evening a knock at the door caught us by surprise. Gre

Carlton at Lake Oconee, Georgia. Upon checking in, we dropped off our bags and took a seat in the lobby to enjoy the view of the lake. A few minutes later a service person named Susan introduced herself, beginning a friendly conversation. She asked us why we were staying at the hotel. I said, "We are here for our wedding anniversary." With a very big smile she told us, "Congratulations. Let me go get you some champaign." Wow! This was the first of two episodes at this hotel that would capture my loyalty as a guest of Ritz-Carlton.

Later that evening a knock at the door caught us by surprise. Gre

re for our wedding anniversary." With a very big smile she told us, "Congratulations. Let me go get you some champaign." Wow! This was the first of two episodes at this hotel that would capture my loyalty as a guest of Ritz-Carlton.

Later that evening a knock at the door caught us by surprise. Greeting us again was Susan. This time she surprised us with a luscious piece of cake carefully presented on a plate. In icing was this inscription, "Happy Anniversary." Wow!

It was not a stroke of luck we stumbled across Susan. She, as well as other Ritz Carlton employees, are carefully selected and thoroughly trained on how to identify guest’s unspoken requests. They follow a process called the "Three Steps of Service."

Step 1 - Warm welcome

Step 2 – Anticipation and compliance

Step 3 – Fond farewell

It is during Step 2 where staff members seek out and discover guest’s needs or wishes. Then they present it in a way to create a "moment of truth." In our case, it was the champaign and the anniversary cake.

Now, let me make an important point to the critics. I know many of you are saying, "I expect to be treated well at fine hotels—it is what I pay for." Let’s consider this. The same principles and standards of behavior demonstrated at the Ritz-Carlton can also be applied at your local car dealership, bank, or any business, can’t they?

A Gallup survey found over a one month period a customer "emotionally connected" to the organization spent 46% more money than a