August 27, 2013 by Bruce Jones, Programming Director, Disney Institute
Where does exceptional service occur? A customer’s perception of the “where” is an equally important element of the overall customer experience and can be summed in two words: everything speaks.
Suppose you were preparing for a job interview. The outfit you choose, down to the color of your shirt and the polish on your shoes, conveys a message about who you are as an individual. Whether or not that perception is a reality is irrelevant to an interviewers first impression.
Similar to the interviewer’s first impression is a customer’s first impression of an organization. If a customer approaches a business for the first time only to find trash littered about the sidewalk, the perception might be that cleanliness is not a high priority. But the impression of an organization isn’t limited to a storefront or office. The appearance of a website, Facebook page, or advertisement all convey a message about an organization — a reminder that everything speaks.
Walt Disney was exceedingly aware of the signals a setting could send. He would insist on changing the texture of the pavement when entering into a new area of Disneyland
© because he said, “You can get information about a changing environment through the soles of your feet.”
Regardless of intent, positive or negative, a setting will send signals to the customer about what the organization values. Are you sending the right message?
Posted in Quality Service
Tagged Everything Speaks, Excellent Customer Service, Customer Service Techniques, Customer Retention, Bruce Jones