Talking Point: The Disney Institute Blog

Success is in the Details: How Disney Strategically Focuses on the Customer Experience

January 10, 2018 by Bruce Jones, Senior Programming Director, Disney Institute

If an experimental Audio-Animatronic Tiki Bird was breathing, and 99% of the audience would likely never notice, would it make a difference? It did to Walt Disney. 

A half-century ago during the development of the Disneyland® Park signature attraction, Enchanted Tiki Room, Walt watched his Audio-Animatronic birds blink, move and sing — but wondered why they didn’t breathe. Imagineers had a good answer: The soup of circuits, valves and pumps made it difficult to add an element that hardly anyone would notice. Legendary Imagineer, John Hench, said to Walt, "People are not going to get this. This is too much perfection."

Walt listened, and that’s when he shared a lesson that’s become a timeless pillar of The Walt Disney Company: "People can feel perfection."  

Quality is in the imperceptible things that guests might not even know they see. Whether that means adding authentic props from the Himalayas to enhance an already “perfect” Expedition Everest attraction or ensuring that each one of a million pieces of wardrobe is “stage ready” every day, devotion to detail lets guests know that they’re worth the effort.  

And, the opposite can be true as well…if people can feel perfection, what might a blind eye to detail convey to customers and potential customers? 

In our work training business professionals around the world and hosting the Disney Institute Customer Experience Summit, our team has observed something signficant—in many organizations, the small details that are often "undermanaged" or ignored, begin to "chip away" at the customer experience. That is not the sort of "differentiation" an organization should seek! 

Any place where your customers come in contact with you or your brand (i.e. your "place"), must deliver a quality experience. While the "place" customers engage with you may be virtual, the same rules apply.

If you need some inspiration, here are the three ways you can improve your customer experience

And, here are some components to consider when strategically focusing on the details of your "place":

  • Architectural design
  • Landscaping
  • Lighting
  • Color
  • Signage
  • Directional design on carpets
  • Texture of floor surface
  • Focal points and directional signs
  • Internal/external detail
  • Music/ambient noise
  • Smell
  • Transactions/Interactions
  • Touch/tactile experiences
  • Taste

(Source: Be Our Guest)

Think about it: What details does your organization strategically focus on to improve customer experience?

If you’d like to learn more about this topic, make plans to join us at the next Disney Institute Customer Experience Summit. Or, check out Disney’s Approach to Business Excellence, our professional development training course where we teach business professionals the time-tested business insights that have made Walt Disney Parks and Resorts successful, including leadership excellence, Disney service training, and employee engagement. Or, bring our Disney Institute team to yours through a private training initiative for your entire organization.

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 Business Excellence | Tagged Customer Experience, #CX, Quality Service, Customer Service, Disney Service Training, Service Training, Service Delivery, Business Excellence, Walt Disney, Bruce Jones

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