The first Wednesday of each month, a Disney Institute Facilitator joins us to host a D’Think (#DThink) Chat, a Q&A-style Twitter conversation, on Disney’s approach to a topic making a major impact on the business landscape. In May, Nicole Lauria joined us to discuss customer loyalty. Click through the slideshow below for a recap of this month’s chat and leave your thoughts in the comments below.Don’t forget to join us next month on June 5 as a former Fortune 500 CEO, credited with taking his company to the top of the industry in workforce engagement, joins us to discuss employee selection, training, and engagement. [View the story "DThink Chat Recap: Customer Loyalty" on Storify]DThink Chat Recap: Customer LoyaltyOn Wednesday May …… Continue reading →

At Disney, one way we work to differentiate our brand is by paying fanatical attention to detail — doing the little things extremely well. These seemingly small details are the foundation for long-term relationships between our Guests and Cast Members and are, according to thousands of letters we receive from our Guests, what distinguishes Disney from our competitors. Begin to strengthen your customers’ loyalty to your brand by understanding that relationships are built when: · Customers want to associate with your employees (ask yourself what behaviors might encourage this interaction)· Employees seek out opportunities for interaction· Each employee interaction is positive and customer focused Interested in learning more about Disney’s approach to customer loyalty? Join Continue reading →

Industry experts believe that the future of loyalty programs lies in mobile technology. At its core, these loyalty programs are just another method of building customer relationships.In a recent U.S. News & World Report article, Matthew Ong writes why card-linked offers are “a good thing for both consumers and merchants.” For consumers, the redemption of coupon-like offers is seamless thanks to the digital process by which offers are loaded onto an existing credit, debit, or store loyalty card.For merchants, the ability to track purchases in real time, identify repeat purchases, and target consumers based on their purchasing history is an opportunity to build loyalty and lead to customer retention.At Disney, we understand that the Guest’s experience with our products and services c …… Continue reading →

Social media provides the perfect platform for lasting relationships with customers and brands. In a recent article for Social Media Today, a contributor listed some key tips to remember on how a powerful social media presence can transform fans and followers into brand enthusiasts.1. Continuously ListenSocial media is great for online marketing but your business must also act as a continuous listener. With 24/7 access to your brand, if a fan or follower tweets to you or posts a question on your Facebook wall, they are looking for a response – and a fast one at that.2. Quality InteractionSocial media provides an ideal platform for interaction. The best way to foster relationships between consumer and brand is to have a clear understanding of your voice. Make sure you listen to your target audience and understand exactly what they are looking for.3. Provide a Helping HandFans and followers won’t hesitate to ask questions or …… Continue reading →

Jeff Williford has held positions in every aspect of The Walt Disney Company since becoming a Cast Member 13 years ago as a part of the opening team at DisneyQuest, an indoor interactive theme park. From Operations, to Guest Relations, to Entertainment; Jeff has observed applications of brand loyalty throughout the company.“As a Disney Cast Member I am a Brand Ambassador. We represent the brand in everything we do."As a Disney Institute facilitator, Jeff has delivered programs, including Disney’s Approach to Brand Loyalty, around the world. From Cape Town, South Africa to New Delhi, India, across the United States and to groups of 1,000+ people, Jeff has provided organizations with time-tested best practices for strengthening brand loyalty based on the business insights of The Walt Disney Company.Jeff believes in the value of brand loyalty, regardless of industry, because of its ability to create an emotional bond with the customer and, in turn, that custo …… Continue reading →

A “brand” is how your company, product or service is perceived by the consumer whereas “branding” is the action you take to affect those perceptions. It used to be that providing better value than your rivals led to brand loyalty, but with the ease of access to information such as media reports, blog posts, competitors’ advertising and the speed at which word of mouth spreads, providing value simply isn’t enough to maintain a lasting competitive advantage.Enhance your brand identity by identifying opportunities including:Continuously monitoring your brand strength. Do customers recognize who you are? What feelings or emotions do they associate with your brand?Remaining vigilant. You’re not likely to find something you’re not looking for. Identify channels for monitoring the conversation and leverage those learnings into tactics that support your findings.Always look for ways to positively affect consumers’ perception. This is your op …… Continue reading →

“Telling a story through setting means getting the details right.” - John Hench, Disney ImagineerImagine walking into your favorite store. As you drive to the front entrance you notice the landscaping and the signage out front. Walking inside you notice the cleanliness of the sidewalks. As you approach the double doors, is it obvious which to enter? Do I push or pull it open? Now you’re inside, is it clean and orderly?Your setting will create an impression of your organization in the customer’s mind, it should also be used to assist the customer experience. Disney’s theme parks, for example, are based around one central hub to ease the navigational challenges Guests may experience in an unfamiliar environment.Below are several distinct and unique settings. What does each say about the business? Which are you most drawn to and why?Continue reading →

In 1995 Ron Burley was working tirelessly to operate and grow his personal startup, Broadcast Software. He had reached a transition point for his business, and gone were the days when he was able to fund growth out of his back pocket - Ron needed outside capital. This was also during the tech bubble burst, slimming the chances of securing an investor.Ron, known for being a hands-on CEO, received a phone call at 2 a.m. one Sunday. It was Bob, a customer who operated a radio station in a small, rural part of southern Illinois.  Bob had been struggling to get his purchase up and running, largely due to the fact the he had never used a computer before. At one point, Ron’s support manager had even suggested refunding the money for his purchase.But Ron, not about to abandon his customer, spent hours on the phone walking him through multiple configurations. By the time the call had ended, he was encouraged that much progress had been made. Time passed and no one heard fro …… Continue reading →

At our World of Disney store in Downtown Disney, memorable moments are created every day when the store opens. Right before the opening, Cast Members and Guests gather near the front of the store to prepare for the daily “rope drop.” Cast Members clap and cheer in anticipation of the store’s opening while highlighting specific guests in the crowd to announce the official daily opening of World of Disney. This simple ceremony creates a daily connection between Cast Members and Guests.The point, memorable moments don’t have to cost a fortune, or any money at all. By building excitement around “ordinary events” you will create memorable moments for your Guests and further the connection with your brand. …… Continue reading →

We recently sat down with several members of our team and asked “How do you create brand loyalty?” In turn, they posed the question “Why do people come back to our brand?” Often, first-time customers turn into repeat customers and eventually become lifelong customers because they have an emotional connection with a brand. Take Mickey Mouse for example; merely mentioning his name in our office immediately evokes a smile on our faces. Establishing a strong emotional connection with your brand means your consumers care and are invested in your product or service. Remember that a brand is the perceptions and experiences your customers have with your people, company, product or service. A brand thrives and survives by the stories consumers tell. It’s then up to your organization to employ branding through the tactics used in storytelling through logos, slogans or package design.  Why do customers come back or visit just …… Continue reading →