Talking Point: The Disney Institute Blog

Enhancing the Customer Experience

March 05, 2013 by Bruce Jones, Senior 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.

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 feedback offers the opportunity to make short-term adjustments quickly.
  • Guest Communications: Listen to the letters, e-mails, and phone calls you receive. Every complaint can be viewed as an opportunity to improve.
  • Internet Sites: What are your customers saying about you online? Use this sounding board as an opportunity to learn from your customers’ uninhibited comments.
  • 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.
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!

Disney Institute is ready to help you apply strategic rigor to your customer experience efforts - call us at 321.939.4600 or complete our Contact Form

Posted in Quality Service | Tagged Customer Service Training, Customer Service Techniques, Customer Experience Improvement, Quality Service, Bruce Jones

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