The New Gold Standard: Experiential Examples From The Ritz

Back in ad school, one of my first assignments was The Ritz-Carlton. So my art director and I went over to the Ritz and talked to one of the concierges, who told us story after story of the things the staff does for their customers.
Providing great customer service is one of the best forms of advertising a brand can do, and that’s the lesson you’ll get in The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Service Courtesy of The Ritz-Carlton Hotel Company by Joseph A. Michelli.
Michelli outlines how Ritz-Carlton has defined its mission and kept it relevant; how it chooses (not hires) its employees and empowers them to take care of guests; how the staff focuses on verbal and even non-verbal cues to accommodate its guests to ultimately create a “wow” experience and create a lasting impression, and how the company tries to create goodwill in each of the communities it has a hotel.
Obviously, this is a very positive book; it’s not a journalistic look at the company. But Michelli captures the essence of a well-run company, and provides hundreds (and I mean hundreds) of anecdotes of what the Ritz and its employees does for guests, many of which will blow your mind as to how awesome, in every sense of the word, these gestures are.
We’re living in an age in which “customer experience” is more of a buzzword than an actual component of marketing. And in the ad industry, we need to focus on more than creating ads to help brands. So I’d recommend “The New Gold Standard” to anyone who wants to help a client achieve greatness.
Special thanks to FSB Associates who provided me with a copy for review.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. Thank you for sharing your favorable thoughts about my new book. By sharing on your blog, you are making a significant contribution to the positive impact of the book, especially in the advertising world. I am extremely grateful – Joseph Michelli

  2. About two years ago, we stayed at the Ritz-Carlton San Francisco. My daughter was still in diapers at the time and we asked for a diaper pail.
    They had none, so they asked us what kind we used at home. I gave them the brand name (Diaper Genie) but advised that it was a bit pricey.
    An hour later, I got a call from one of their employees- he was in a local baby store and wanted to know which model Diaper Genie we preferred.
    It was delivered 30 minutes thereafter.
    That’s service.

  3. Alan–Good one. This book is FULL of stories like that.

  4. Thanks again for taking the time to review my new book. I appreciated your comments so much that I have have posted a link to your blog on my blog. I am in your debt.
    Joseph Michelli, PhD