• Business Week, Friday, June 27, 2008 10:30 AM

Ritz-Carlton has elevated the luxury experience to a true art form, according to Joseph A. Michelli in "The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of the Ritz-Carlton Hotel Company." He says any business can achieve the same level of success by adhering to the following principles: 1. Define and Refine; 2. Empower through Trust; 3. It's Not about You; 4. Deliver Wow! 5. Leave a Lasting Footprint.

The book is primarily intended to help managers, owners, and leaders understand the driving principles, processes, and practices that have generated unusual staff loyalty, world-class customer engagement, and significant brand equity for Ritz-Carlton.

For Colleen T. Brinkmann, CMO of the North Texas Food Bank, the Ritz-Carlton experience "is like a Lexus -- they set the standard in their industry. But through their volunteer efforts with us, I would say the experience is very personal, very real, and colorful, but above all else respectful and gracious, even to the point of their Ladies and Gentlemen thanking us for providing them with the opportunity to participate in volunteer service."

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