Forget Transactions. We Want Interactions.
September 17, 2013 by Bruce Jones, Senior Programming Director, Disney Institute
I recently received an email from one of my fellow Cast Members with a link to a blog at Huffington Post which re-tells the story of a little boy with autism whose
day was made by a Cast Member who went above and beyond to create a little magic.
That story is remarkable, but it is not unusual. These are the sorts
of memories we produce every day here at Disney. No executive orchestrates them. No memo or directive stipulates how they are to
be created. We dont have a checklist for such things. But we do work to preserve a culture and provide an environment in which going the extra mile is
the most natural thing in the world.
Few things feel as good as knowing you have helped create a happy memory, a memory that will last a lifetime for this
mom and her son, as well as thousands, if not millions of netizens around the world. This magical moment has gone viral!
One of the insights
we have learned over many years of serving Guests at Disney is that the power of service lies in its ability to create an emotional connection rather than a purely rational
connection. Social media is a channel that shares these stories with a much wider audience in a short period of time — think extreme word-of-mouth.
People dont want to hear about transactions. They want to hear about interactions, which are much more compelling and based on human relationships. They want to
know how the storyteller felt and what made them feel that way. And, they want to know if they might feel the same way when they interact with your business. Think
hard about this, because emotional connections lead to real economic outcomes.
Stories evoke emotions. The internet is a vast archive of
stories. What stories are being told about the customer service experience at your organization?
The post originally appeared on Sharon Kay Edwards personal blog.
Disney Institute is ready to help you apply strategic rigor to your customer experience efforts - call us at 321.939.4600 or complete our
Posted in Quality Service
Tagged Customer Service Training, Customer Service Techniques, Customer Experience Improvement, Bruce Jones