Talking Point: The Disney Institute Blog

“What time is the 3 o’clock parade?”

June 05, 2012 by Jeff James, Vice President & General Manager, Disney Institute

“What time is the 3 o’clock parade?”

That is a question asked at Disney theme parks more frequently than you might expect, but rarely is that the true question the Guests intended to ask. Guests, encapsulated by an abundance of sights and sounds, are often asking for something more than simply the time of the parade. This provides our Cast Members the opportunity to go above and beyond simply repeating the time to the guest, which may otherwise be a satisfactory answer.

Instead, Cast Members take this opportunity to draw from their theme park knowledge and training. They may let the Guest know what time the parade will go through certain parts of the park, offer the best vantage points to view the parade or advise when to leave another area and still arrive at the parade on time.

Ask yourself, what is your organization’s “3 o’clock parade” question? How will you train your employees to anticipate customer’s needs and forgo the obvious in favor of understanding? Use these opportunities to reassure your customers that you are listening and empathetic to their concerns.


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Posted in Quality Service | Tagged Quality Service, Anticipating Guest Needs

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