Disney is notorious for providing exceptional customer service. 70% people who visit Disney come back again and again.
Almost 75,000 employees at Disneyland provide seamless, exciting and memorable experience to millions upon millions of people 365 days a year.
So how does Disney run such a huge entertainment Mammoth at such a high satisfaction rate?
The answer to that question is more than one blog long. Today we are going to cover the foundational pillars of Disney's Customer Service.
Disney Created a Service Theme
Disney's service theme is - "To create happiness for people of all ages everywhere" The "Service Theme" acts as a guiding light for every employee at Disney. When a new employee joins, he/she is taught Disney's Service Theme in the FIRST hour. It is deeply ingrained in each person working at Disney from Top management down to the sweeper.
Service Standards are created around Service Theme
Disney has FOUR service standards:
These service standards are set in stone. There is no questioning on them. Every Disney employee live by it - every single minute.
Safety is built into everything that they do. Right from setting up a new rides or resorts to environmental protection, training and prevention.
Courtesy is taught from day one. Every guest is treated as VIP. Use of friendly gestures, using courteous phrases and knowing answers to the question (or finding the right answer) - all these are systematically learned and practiced. Every Disney employee is taught to be Aggressively Friendly.
Show is ingrained in everything that they do. Right from preparing costumes to setting up cast and crew, everything has a theme to it.
Efficiency involves both utilization of systems and facilities as well as cast members who operate them. Points that are considered include - Capacity of Facility, Guest Flow Patterns, Sales, Speed of Service, Space Utilization and Operational Readiness.
What can you learn from Disney's service philosophy. How can you translate these ideas into your business to provide exceptional customer service?
Today, we are going to drill down deeper into two more ideas that can truly "Disnify" your business.
Everything at Disney is systemized and practiced. Nothing is left to chance. They just have a REPEATABLE, duplicable systems - whether it is restaurant, the bus route, the resorts or the attractions, everything happens in exactly the same way - irrespective of the person doing it.
- Create Systematic Magic
- It is practiced
- It is updated
- It is practiced Again. And again and again.
- Bring a WOW factor
Most businesses try to do bare minimum to service their customers. They think of going extra mile as an "unnecessary expense" or a "thankless job". At Disney, their goal is to ALWAYS exceed customers expectation and creating a series of "WOW" moments.
The question for you is - how can you create a memorable experience from the mundane.
Here is how you can get started:
- Analyze your clients experience (from their perspective not yours)
- Understand your client compass (needs, wants, stereotypes and emotions)
- Commit every part of your business (Process, Infrastructure, design and training) to creating a magical experience.
Creating "experiences" and "systems" inside your business are both powerful marketing tools. When your customers experience WOW moments and get consistent service experience (thanks to your systems), they spread your word.
Your marketing becomes a LOT EASIER. Your business becomes a MAGNET to attract quality customers.
Now, it's your turn to create systematic magic in your business. What's the ONE small thing you can do today?