Talking Point: The Disney Institute Blog

Customer Service 101: Why Your Fellow Employees Might Be Your Most Important Customers

April 19, 2016 by Bruce Jones, Senior Programming Director, Disney Institute

Imagine, if you will, it’s 5:25 p.m. nearing the end of a busy workday. A colleague is rushing to get an important package shipped out to client, and can’t find the right type of packing materials anywhere – not even in the mail room. You and several of your fellow employees pass by on the way out as this colleague frantically searches through the office for the necessary materials. How many stop to ask if they can help? Some? Everyone? None?

We hear from organizations we work with that scenarios like this happen every day in the workplace, with a wide variety of outcomes. In some organizations, multiple colleagues might notice the person in need and proactively offer their assistance to help make sure the package gets out the door on time, while in some others, the employee might not be given a second look. I’m sure we can all imagine the impact of these two different types of behavior, but why does this variation occur at all?

Through our work conducting Disney service training with business professionals around the world, we have seen that too many organizations tend to focus on service primarily as an external-facing effort—with exceptional experiences reserved for paying customers and clients.

At Disney Institute, we believe an organization must cultivate internal customer service with the same intentionality as external customer service. Not just the job of a single department, providing great service is everyone’s responsibility in the organization.

In fact, we have found over the years that the quality of service employees provide to each other within the organization, is critical to the way service is provided externally. The two are interdependent, creating a “virtuous cycle” that feeds off each other.

Here are two reasons to consider this “virtuous cycle” in your workplace:

  • It comes down to respect – People really do want to work somewhere they feel they’re appreciated and treated with respect. When employees are more friendly, helpful and supportive of one another, overall employee engagement tends to also also be stronger, and the quality of internal service can begin to differentiate your organization as an employer of choice. 
  • You can’t give what you don’t have – It’s nearly impossible for exceptional external service to exist without exceptional internal service. Your internal service environment should be viewed as part of a value chain that drives your external service experience. When you take great care of your fellow employees, you can reasonably expect that they will go above and beyond to take great care of your customers.

You might be wondering, “So, where should I start to improve my organization’s internal service?” The answer is fairly straightforward—start the same way you would to create exceptional external service. 

At Walt Disney Parks & Resorts, we start by recruiting and hiring people with a heart for service, because it’s everyone’s role to provide great service, not just the “service department.” Then, train everyone in the same customer service values, framework, and skills, including those working in “heart-of-house” operations and support functions. Finally, remember that your external customers can sense if and when employees truly care about them as an individual. If this is true, then the best way to create that sense of genuine care with your customers is to create the same sense of genuine care amongst employees.

I learned a great lesson on all this a few years ago from a colleague who ran one of our Cast cafeterias in what we refer to as a “backstage” area. He made sure that everyone in that location knew, “our back door is someone else’s front door,” and they deserved to be treated with the same respect as any other guest.

In that sort of environment, where everyone pitches in to help find the right materials, the work tends to get a whole lot easier for employees, and customers and clients seem to always get their packages on time. That’s a win for everyone, including your business.

Think about it: What is one thing you personally can start doing to provide excellent service to your fellow employees?

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 Quality Service, Service Excellence, Customer Service, Customer Service 101, Customer Experience, Disney Service Training, Disney Service Training, Bruce Jones

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