Intrigued by the extraordinary customer service he and other executives experienced at Ritz-Carlton properties across the United States, Umpqua Holdings Corporation CEO Ray Davis selected and provided the opportunity for seven Umpqua Bank associates to experience, bring back and implement what they learned from their March 2003 stay at the San Francisco’s Ritz-Carlton. What was his strategy? Mr. Davis knew that by experiencing first-hand the Ritz-Carlton’s unparalleled customer service, its uncompromising attention to detail, and its more elusive “mystique”, these associates would come back energized, inspired and motivated to integrate key Ritz concepts into the bank’s customer service delivery. His strategy paid off.

Two of the many service elements these associates brought back were incorporated immediately into the innovative Portland, Oregon Pearl District flagship store, opened in 2003 shortly after their return: creating an emotional bond with customers through the frequent use of their names, and the fundamental understanding that everyone, the frontline, the manager, the back office associates, the administration staff as well as the top executives, is responsible for providing customers with a unique “experience.” While the Pearl District’s distinctive store layout and design physically reflect the bank’s retail delivery philosophy, The Ritz-Carlton experience contributed to a discernible emotional difference in associates’ interactions with their customers, elevating the level of service to new dimensions.

Because the initial training was so successful, executive management decided all Umpqua Bank associates would benefit from the Ritz’s instruction. Since 2003, 670 associates from all levels of the bank have participated in these half-day classes. From its inception in 1953, the Umpqua Bank culture has been rooted in a strong desire to provide exceptional customer service. However, after The Ritz-Carlton class became part of the training curriculum, every one of the bank’s 1,800 associates has a renewed perspective and focus on creating an extraordinary experience for customers. “Umpqua Bank’s mission is to create a unique and memorable banking experience. We consider Ritz-Carlton training an essential professional development component of our core curriculum; and a true investment in customer service”, states Barbara Baker, Umpqua Holdings Corporation EVP, Cultural Enhancement.

Several times each year, instructors from the Ritz-Carlton’s Leadership Center facilitate half-day classes at strategically located Umpqua Bank training locations. When space allows, key bank customers are invited to attend as well.

“Ritz training has made a positive impact on our customer service culture,” says Michelle Van Allen, Umpqua Bank Training Director. “Ritz-Carlton stories of exceptional service demonstrate how strong organizational commitment to their customers through service, and to their employees through education, communication and empowerment, contributes to their outstanding service reputation. Each story showcases how Ritz-Carlton ladies and gentlemen carefully listen and immediately respond to expressed and unexpressed needs. Always thinking about what they can do to make someone’s day. They are creative and empowered to make decisions about how to best deliver service. Umpqua associates see it’s the simple things that make a big difference and are motivated to create a memorable Ritz-Carlton service experience for their internal and external customers.”

Post-training feedback from Umpqua Bank associates continues to validate Mr. Davis’ original 2003 strategy for the Ritz-Carlton training:

• “I would love to take this class again, just for the invigorating reminder of what quality customer service really is.”
• “Thank you for offering this class. In each class attended, I pull out new approaches or different things I can bring back to my team and use it to our benefit.”
• “I was not totally sure what to expect of the class. I left the class feeling energized and have definitely recommended others to attend. “
• “The Ritz-Carlton fundamental standards help me to understand Umpqua Bank’s culture and made me want to go back to our culture handbook and get more learning from it. It also made me want to share the mission statement and keys to our culture with fellow associates again and to continue to do it more on a regular basis.”
• “The concept of equality while "serving" others. Mutual respect while working with others goes a long way in many different aspects of the day-to-day work.”
• “The outside view of an industry leader and seeing how their values line up so well with ours.”
• “I’ve learned ways to WOW customers. I don’t work directly with customers, but I’m going to try this with vendors and associates.”