“I aint no-one no more” Georgie, graduate 2005

What we believe at Fifteen

Customer first

Product with a purpose

Everyone has huge potential

Your past need not define your future

Make it fun or go home

.

>come at it with an open mind

>come at it with something on your mind

>focus on structures and principles

>sometimes just nick it!

How to use external stimulus

How do leaders

create great cultures

which sustain world class customer service?

1. They know it comes from the top and they mean it

Don’t drive a Mercedes

Don’t wear an Armani suit

Eat in the canteen

Fly economy

Share Hotel Rooms!

2. They have a clear and compelling sense of purpose

“I want to put a ding in the universe”

“I was told ‘people are not credit worthy’ .I said ‘no, the banks are not people worthy’.

We will put poverty in the museums.”

Professor Muhammad Yunus

“To provide freedom to fly for ordinary Americans”

“Marketing is the tax you pay for being unremarkable”

Robert Stephens CEO

3. Leaders are aligned and invest time and energy embedding structures to underpin the culture

And they don’t bullshit

21

The Line Up

• Each hotel has a General Manager

• The Line-up

• One key event every day in every Ritz Carlton hotel:

– The line up takes place for each new shift

• All functions are represented

• Formal briefing for the ‘ladies and gentlemen’ – it is not negotiable

• Started in 1997 – focus on a service value each day

• Look for opportunities to improve

• Highlight an expression of satisfaction

• Line-up designed to ‘enforce’ consistency and help generate a Ritz Carlton experience

“Culture is not part of the game. Culture is the game.”

22

CREDO

The Ritz-Carlton is a place where the genuine careand comfort of our guests is our highest mission.

We pledge to provide the finestpersonal service and facilitiesfor our guests who will alwaysenjoy a warm, relaxed, yetRefined ambience.

The Ritz-Carlton experienceenlivens the senses, instilswell-being, and fulfils eventhe unexpected wishesand needs of our guests.

THREE STEPS OF SERVICE

1.A warm and sincere greeting.Use the guest’s name.

2.Anticipation and fulfilmentof each guest’s needs.

3.Fond farewell.Give a warm good-byeand use the guest’s name

MOTTO

“We are

Ladies and

Gentlemen

serving

Ladies and

Gentlemen.”

EMPLOYEEPROMISE

At The Ritz-Carlton, our Ladies and Gentlemen are themost important resource in ourservice commitment to our guests.

By applying the principles oftrust, honesty, respect, integrityand commitment, we nurtureand maximize talent to thebenefit of each individualand the company.

The Ritz-Carlton fosters a workenvironment where diversity isvalued, quality of life is enhanced, Individual aspirations are fulfilled,and The Ritz-Carlton MystiqueIs strengthened.

1. I build strong relationships and create Ritz-Carlton guests for life.2. I am always responsive to the expressed and unexpressed

wishes and needs of our guests.3. I am empowered to create

unique, memorable and personalexperiences for our guests.

4. I understand my role in achievingthe Key Success Factors, embracingcommunity Footprints and creating The Ritz-Carlton Mystique.

5. I continuously seek opportunitiesto innovate and improve The Ritz Carlton experience.

6. I own and immediately resolveguest problems.

7. I create a work environment ofteamwork and lateral service sothat the needs of our guests andeach other are met.

8. I have the opportunity tocontinuously learn and grow.

9. I am involved in the planningof the work that affects me.

10. I am proud of my professionalappearance, language andbehaviour.

11. I protect the privacy andsecurity of our guests, my fellow employees and thecompany’s confidential information and assets.

12. I am responsible for uncompromisinglevels of cleanliness and creating a safe and accident-free environment.

SERVICE VALUES

I AM PROUD TO BERITZ-CARLTON

EMOTIONALENGAGEMENT

MYSTIQUE

FUNCTIONAL

4. They get the basics right

“ Liam, I read in the Echo you want to transform Liverpool. You can’t get my wages right. Good luck with Liverpool” Stan Riley, upholsterer, 1999

5. They recruit, incentivise and promote on culture fit

and people who don’t get it are removed

We don’t want this crowd

“I’d rather have a hole than an a**hole”

Dan Walker

former people head honcho at Apple

6. They are great story tellers and work very hard at communicating

THIS WATCH COSTS A LOTAND SHOWS THE TIME.

THIS WATCH COSTS A LITTLEAND SHOWS THE SAME TIME.

“If you are scared about letting your people use Twitter and Facebook then you have a culture problem not a social media problem”

Aaron Magness, marketing guru, Zappos

7. They stay close to the frontline

Galbraith’s Theorem:

Confidence in service quality is inversely proportional to distance from the customer

> Adopt A Store

> Accompanied Shopping

>Air Traffic Control

8. And a really thoughful use of physical environment

Thanksliam@thesamewavelength.com

@liamablack