In yesterday’s D’Think Chat on Twitter, we mentioned that one way to build customer loyalty was to consistently deliver on your brand’s promise to its customers. That means providing your product or service at a level that is on par with the expectations your customers have set for you.But while delivering experiences that are "on par" may fulfill a brands promise, its the experiences that exceed expectations that make the biggest impact. In fact, going “above and beyond” to exceed expectations will create more loyal customers, and brand ambassadors, those who use word of mouth to positively speak on your brands behalf.Take a look at several brands, showcased by Fast Company, who have gone above and beyond in an effort to create a stronger sense of loyalty in their customers. What is the total impact for customers, viewers of these videos, and the o …… Continue reading →

When it comes to understanding Guests, Disney takes a “compass approach” to identifying and planning for an exhaustive list of touch points.From the most basic needs to the way a Guest might feel, the compass acts as a guide in designing a customer experience that consistently exceeds expectations and is an integral part of the overarching Disney quality service model. To plan for your own service experience, start with the “North” point on the compass and work counter-clockwise:Needs: Plan for the basic needs of the Guest, like food and water, as well as the needs those that will change based on the Guest’s situation. (Ex: Restrooms are placed near the exits of theaters where extended-viewing shows are performed.)Wants: View wants as an opportunity to exceed expectations. A Guest may need water; they may want a bottle of water.Stereotypes: Determine how you will break down misconceptions. This was one of the reasons t …… Continue reading →

Since exceptional customer service experiences are all about delivery, it is critical to pay special attention to processes.In a survey conducted by University of Chicago Hospitals, patients who were asked about factors affecting their wait times were more likely to comment on how the wait was handled as opposed to the length of the wait itself. The survey highlighted, amongst others, three dimensions integral to the perception of patients’ wait time:• Access: Patients’ access to care was inhibited by scheduling difficulties, a lack of person-to-person communication, and other restrictions.• Respect: Patients have a strong desire to be recognized and treated with dignity.• Information communication: Patients feared that they are not being completely informed.What perceptions (or misconceptions) do your customers have about your organization? Developing a process-based approach to addressing the …… Continue reading →

Last week on Twitter, @ianjprobert reiterated a foundational service principle at Disney: “The importance of the guest experience can be summed up in two words: everything speaks."The thought behind the quote is simple, service is manifested everywhere your organization touches the customer. Those touch points might include the cleanliness of your storefront, the friendliness of your staff, even the smell your customer associates with your organization will affect their perception of your brand.So, how do you make sure each touch point is inherent of the level of service you wish to provide?• Understand that exceptional service requires meticulous planning• Develop a map indicating each customer touch point• Organize your people and infrastructure to support your designWhat seemingly small details (or touch points) make a di …… Continue reading →

Providing good customer service seems as simple as reacting to a Guest’s request. Suppose a Guest who wishes to purchase an ice cream bar tells the Cast Member which ice cream they would like, pays the Cast Member, and goes on their way. The transaction is complete, but what type of experience did that Guest receive?Now imagine a Guest who approaches a Cast Member and is greeted with eye contact and a smile. The Guest tells the Cast Member which ice cream they would like, and while the Cast member serves the Guest, they ask how their day in the Park has been. The Guest pays the Cast Member who thanks them for their purchase and offers to answer any questions or provide directions to their next Park adventure.The difference between a customer service interaction and a customer service experience is distinct. Instead of merely processing the transaction, the Cast Member is friendly, conversational, and seeks out ways to make the Guest’s experience a more enjoyable …… Continue reading →

Yesterday’s D’Think Chat on Twitter emphasized the evolving role the customer experience, not just customer service (there is a difference), plays in creating and maintaining a brand’s image through a “people’s voice” style of marketing. That is, the word of mouth stories your customers will tell about their experience with your organization.Once the importance of creating an exceptional, emotion-inducing experience is understood and a vision has been created, the question becomes, “How do I get my employees to align with the customer experience strategy I envision?” Guest Host, customer experience expert, and Disney Institute facilitator, Stu Levine, shared the importance of training and top-down buy in from leadership.Echoing …… Continue reading →

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.Too many 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 rings.”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 fe …… Continue reading →

Attention to detail can sometimes be an overlooked nuance that some organizations bump down on the list of priorities.At Disney, attention to detail has become somewhat of an art, stemming from our founder, Walt Disney. From the book Be Our Guest, entire passages talk about this passion, which some could argue is at the summit of company values. “Walt was famous for his eye for detail, and he made sure that everyone paid the same attention that he did.”It’s this type of astute attention to detail that leads Guests through the recently re-imagineered queue at the Haunted Mansion. Those standing in line can now interact with the queue in ways like never before, including making their own spooky music and solving mysterious riddles. Along the way Guests might even experience a surprise or two that they weren’t expecting. …… Continue reading →

Have you heard? @DisneyInstitute is tweeting LIVE from Disney’s Approach to Quality Service right now at the Walt Disney World® Resort. It’s a special look at the program showcasing the time-tested best practices and business insights of The Walt Disney Company and their application to organizations across the public, private, and social sectors.Would you expect that creating a lifelong memory for a Guest could happen in less than a minute? Is there a service standard more important than courtesy?Join us as we uncover the answers to these questions and explore a “learning laboratory,” at the Walt Disney World® Resort, where these principles are practiced and performed every day. …… Continue reading →

When it comes to the customer service experience, why simply meet expectations when you can exceed them?At Disney, we call this the “wow factor." There is one thing that every guest brings with them when they visit Disney Parks and Resorts, very high expectations. Tom Peters, co-author of the best-selling book In Search of Excellence, once said, “wowing guests means not only meeting preconceived notions of what a Disney vacation or film or toy should be, but exceeding them.”Many companies wow their customers on occasion, but at Disney, exceeding guests’ expectations is the standard call of duty. From the restaurant hostess that is willing to leave her post to guide you to your destination to the cashier who takes the time to recommend a free boat ride back to your hotel and offers a map to the dock, you can see the standard in action each and every day.If you are unsure how to begin calculating your wow factor, start adding up the little wows, even if the …… Continue reading →