The book deals with: engaging customer loyalty, measuring results and retaining the best talent.
    Deuschl says many authors have come to her in the past but, “We always rejected them because we didn’t think they would get into depth on our company. Michelli went to a number of hotel openings; he also spoke to travel agents and groups like The Gallup Organization.”
Deuschl was open to Michelli because he had written a previous bestseller about Starbucks called “The Starbucks Experience.” I called my counterpart at Starbucks,” says Deuschl, “and she said he would be respectful. But it turned out that our biggest challenge was getting our people to be candid with him.” 

Once Ritz-Carlton got on board with Michelli, says Deuschl, they gave him unprecedented access to the company’s hotels, sessions at the Ritz-Carlton Leadership Center and access to employees from general managers to housekeepers. In fact, says Deuschl, Ritz-Carlton President Simon Cooper told employees, by voice and memo,  “not to sugar coat anything because then the book wouldn’t be credible.”  While Deuschl says that the book is “generally laudatory,” she says Michelli does take a look at a number of mistakes.

While Ritz-Carlton does stock it in its gift shops, Deuschl says the company has not made any extraordinary purchases and the book is doing well through independent channels like Amazon. . She says that Michelli is also an inspirational speaker and the book is sold at meetings where he appears.
    More good news is that the book is being translated into a number of languages, including Arabic and Japanese. While Michelli did get his accommodations gratis, says Deuschl, he paid all his other expenses, including airfare. “This is a legit book from a legit publisher (McGraw-Hill),” says Deuschl. “We have hired him as a speaker and he will mention the book when he speaks. “
    Deuschl has worked closely with McGraw-Hill, she says, to promote the book and Michelli has done many author interviews.
    “We are the only hotel company to have had a book written about us,” says Deuschl. “For us it’s been extremely helpful as we try to raise awareness of the brand – especially with the translations helping us globally.”
    The book reflects a massive change in Ritz-Carlton’s service culture over the last few years. “We had a big philosophical shift,” says Deuschl; “we moved from 20 service basics to 12 Service Values.”
    And as Deuschl notes, “We could never have envisioned a year ago that the economy would be in the place that is and I have already had many business people not in our industry asking about the book; and about our Leadership Center (which is open to executives from all industries.
    “All around,” says Deuschl, “this is a win-win for us.”