#Ritz-Carlton

Cadillac contracted the services of the Ritz-Carlton to train Cadillac dealers to provide 5-star service. The Ritz Carlton, first recipient of the Baldridge award in 1999, has a side business in training other companies to provide quality service.

Don Butler, Cadillac’s marketing VP, said to Automotive News [sub] that the program will emphasize customer treatment rather than facilities. For instance, he said, a dealership employee might take an umbrella and walk a customer out to his or her car when it’s raining. “It’s simple,” Butler said. “It’s the things that don’t cost a lot of money.” If he would only know.