Talking Point: The Disney Institute Blog

3 Customer Service Resolutions for 2014: How Disney Continually Seeks to Improve Guest Experience

January 07, 2014 by Bruce Jones, Senior Programming Director, Disney Institute


The new year offers an opportunity to reflect on 2013 and look ahead to the upcoming year. If your organization’s customer service experience only met expectations last year, let 2014 be the year it exceeds expectations. As Don Shula, former coach of the Miami Dolphins, once said, “Strive for perfection, but settle for excellence.”

At Disney, we are constantly looking for ways to improve our Guest experience. Here are three tactics to keep central to your customer experience plan this year.

1. Treat every customer as a V.I.P.Very Individual Person: When faced with large numbers of customers, it appears more manageable to create a generic plan for any situation. However, it is important to not lose personalization to robotic procedures or technological advancements. At Disney, we call each Guest a V.I.P. or a Very Individual Person; we view each Guest as a unique individual with specific needs and concerns. What can you improve by treating each customer as a V.I.P.?

2. Go above and beyond: At the Green Bay Packers vs. San Francisco 49ers game on January 5, the fans braved below zero temperatures to cheer on their team. The stadium employees intentionally chose to go beyond expectations and provide the fans with extra warmth during the game. Showing their appreciation for the fan commitment, The Green Bay Packers and Delaware North Companies Sportservice offered free hot cocoa and coffee throughout the game. These little wows can be more memorable than the game, an example to keep in mind as you revisit your customer service strategy this year. 

3. Create consistent service experiences: Customers tend to view events within the broader scope of their experience. The first introduction to your organization through the final interaction creates the total service context. Even sporadic moments of excellent service can seem inconsistent to the larger experience and appear inauthentic and disingenuous. Focus on creating a positive experience before, during and after a customer experience. 

What are your customer service resolutions for your organization this year?

Want to learn more about Disney’s Approach to Quality Service? Join us this Wednesday, January 8 at noon ET for a D’Think Twitter chat. Follow us on Twitter at www.twitter.com/disneyinstitute to participate in an interactive Q&A session with a Disney leader. 


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, Customer Service Training, Customer Experience Improvement, Excellent Customer Service, Bruce Jones

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