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The concept of creating unique, memorable and personal experiences is timeless in legendary service


January 8, 2015 | by Diana Oreck, Vice President, Ritz-Carlton Leadership Center






In 2015 the secret to extending legendary service will remain creating unique, memorable and personal experience for guests, customers and patients. When guests come to stay at a Ritz-Carlton hotel, they should not feel like, just a head in the bed. When I go to the bank, I do not want to feel like a deposit or withdrawal. And in the hospital, I do not want to feel like just another procedure. We are no longer living in a transactional economy. People want to feel valued and respected by organizations and service professionals. As the great poet Maya Angelou said, "people do not remember what you said or what you did but they always remember how you made them feel." When customers and patients interact with us, whether in person, on the phone or through technology = how did we make them feel? Was the interaction a moment of magic, neutrality or abject misery?


In my work for The Ritz-Carlton Leadership Center, I travel the world teaching legendary service, organizational culture transformation and leadership. Often organizations and people seem to over-analyze what great service means. At the end of the day, it really boils down to the 4 C's. Common sense, Common courtesy showing Care and Concern. This applies to how we treat our employees and our customers/patients.


In order to create unique, memorable and personal experiences you have to make emotional connections with people. This is not a cookie cutter approach. There is no silver bullet-one size fits all. The experience must be genuine and personal for each customer/patient. You do that by "having your radar on and antenna up." Keep your eyes and ears open to pick up on the clues customers and patients are giving you. The Golden Rule (treat others the way you want to be treated) is great. The Platinum Rule (treat others the way they want to be treated) is even better. You can pick up a lot of clues on how to personalize service by observing carefully and listening intently to people.


In 2015, the organizations that create UMP (Unique, Memorable and Personal Experiences) will win market share and create passionate advocates of their brands.



Diana Oreck-Vice President Ritz-Carlton Leadership Center

Ms. Diana Oreck is a Certified Hospitality Trainer (CHT) and an international advisor in corporate culture, branding, leadership, employee engagement and legendary service. She has over 30 years of experience in the hospitality industry and over 10 years of service with The Ritz-Carlton. Throughout her career, she has held many senior positions including Director of Training, Director of Quality Improvement, and Senior Vice President of Franchise Services. Diana is an award-winning training and development expert. She played a key role in The Ritz-Carlton achieving a No. 1 ranking in Training Magazine's Top 125 companies. She was also named one of the "Top 100+ people in Learning and Development" by Leadership Excellence magazine in 2008, and she was named "Professional Woman of the Year" by the National Association of Professional Women (NAPW) in 2012. Diana currently sits on the Credit Suisse Business School Advisory Board and The Kingston Healthcare, Inc. Board. She also participates in Training Magazine's "Training Hall of Fame." Diana was educated in Mexico, England and Switzerland and is fluent in English, Spanish and French. She is an avid reader and lives in Washington, D.C. with her husband Charles.