Customer Service – The Disney Way

Disney has a lot to teach us about making people feel special.  In this presentation we will learn a few of their

strategies for creating raving fans!

Customer service is a helping profession.

At Disney, we’re helping people – and that’s a

noble calling.

Why Disney?

THE modern model of customer service

Largest single site employer in the world Lowest employee turnover rate of any

major company in hospitality industry

Intriguing, interesting, fun

“You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality."

-Walt Disney

A Little Disney History…

Disney Traditions:

Employee (Cast Member)training begins with a course called “Traditions” which educates the Cast Members about the

company’s history and its legacy of superlative Guest service.

More Disney Traditions…

Hire for attitudeCommoners are kings and kings

are commoners No air conditioning in Disneyland corporate

offices Company leaders act like Guests

Control environment/control situation Network of arteries below ground (office

deliveries, Cast parking lot, garbage removal)

Other Disney Traditions:

Special Event Principles Food & drink

Overlapping schedule of events

Music

Activities for children

Something free to take home(Ex: free Mickey ears; free photos)

Disney’s Success Secrets

Disney’s success can be summed up as follows:1. Legendary attention to detail

2. Exceed people’s expectations

3. Theme, theme, theme

4. Be guest-centered

Disney’s Success Secrets

1. Legendary attention to detail

Trash receptacles & Disney Dip Guests with special needs (food allergies)

Disney’s Success Secrets

2. Exceed people’s expectations

HousekeeperTooth PacifierCell phone chargerMagic MomentsTake 5’s

Magical Moments & Take 5’s

Magical MomentsFamily of the day

Animal Kingdom-assistant conductors

Children dance in parade

Take 5’sReplaced spilled ice cream

Letter from Mickey

Autograph requests

Disney’s Success Secrets

3. Theme, Theme, Theme

Guests (w/Capital G)Cast Members (w/Capital C & Capital M)Onstage/BackstageTextile Services

Disney’s Success Secrets

4. Be guest-centeredBased on Guestology -the study of what guests like and don’t like and want and don’t want.

Guests greatest desires: Make me feel special Treat me as an individual Respect me and my children Be knowledgeable

7 Guest Service Guidelines

Be Happy…make eye contact and smile!

Be like Sneezy…greet and welcome each and every guest. Spread the spirit of Hospitality…It’s contagious!

Don’t be Bashful…seek out Guest contact!

7 Guest Service Guidelines (Cont’d)

Be like Doc…provide immediate Service recovery!

Don’t be Grumpy…always display appropriate body language at all times!

Be like Sleepy…create DREAMS and preserve the “MAGICAL” Guest experience!

Don’t be Dopey…thank each and every Guest!

A quality guest experience+

A quality cast experience+

Quality business practices=

The future

What If these were UIS’ Success Secrets?

(How Would UIS Look/Be Different?)

1. Legendary attention to detail

2. Exceed people’s expectations

3. Theme, theme, theme

4. Be guest-centered

Brand: Disney & UIS

Disney• Legendary attention to

detail• Exceed people’s

expectations• Theme, theme, theme• Be guest-centered

UIS• Teaching-focused Academic

Experience• An Abundance of

Opportunities to Collaborate• A Right-sized, supportive

community• A Tradition of Educating

Public Servants and Leaders

A brand is a promise an organization makes & keeps to its constituents. It is a reputation, determined by an organization's

important audiences, not the other way around. A brand is always true & important, &, if you're lucky, distinctive.

Best of luck as you create greater service in your own area. And here's to

making the magic in your own departments!

References

• Creating Magic by Lee CockerellDoubleday Publishing, 2008.

• “Customer Service: Disney Style”, PowerPoint presentation by Mike Jones, Instructional Communications

Systems, Madison, WI