March 05, 2013 by Bruce Jones, Programming Director, Disney Institute
Your service experience should be designed around the needs and
wants of the _______________. You probably said customer without even
thinking, and you would be correct. But in order to do this, you must
have a deep understanding of who your customer is.
organizations limit themselves to a tunnel-vision approach while designing
this experience. They think “We know they don’t like to wait in long
lines” or “We know they expect us to answer the phone after so many
But organizations must move past the obvious service
criteria and begin to take a holistic look at the customer. Listening
posts are essential in collecting the feedback required to develop and
refine our service experience. At Disney, we collect Guest feedback from
a variety of listening posts:
- Face-to-Face Research:
This can be as simple as asking the location the Guest traveled from or
what a Guest thought of a specific ride or event. Immediate feedback
offers the opportunity to make short-term adjustments quickly.
Communications: Listen to the letters, e-mails, and phone calls you
receive. Every complaint can be viewed as an opportunity to improve.
Sites: What are your customers saying about you online? Use this
sounding board as an opportunity to learn from your customers’
Learn more about Disney’s
Approach to Quality Service by joining us tomorrow at noon ET for a
D’Think Chat with customer service experience expert, Stu Levine. Leave your
questions for Stu in the comments below!
- Talk to Your Employees: Few
people know and understand your customers better than your front-line
employees. We’ve found that our Cast tends to be the most honest about
our areas of opportunity.
Posted in Quality Service
Tagged Customer Service Training, Customer Service Techniques, Customer Experience Improvement, Quality Service, Bruce Jones