Ritz-Carlton Hotel Co. won the Malcolm Baldrige Quality Award. In the process, the company effected $50 million worth of savings. How did this service company do it? What are the lessons for our business?

The company set out to improve quality by affirming its commitment to customer-driven service. To do that, it went to the marketplace to identify guest preferences: fluffy towels, people available to direct visitors from the elevator to where they want to go, etc.

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