Horst Schulze, Chairman and CEO of Capella Hotel Group and Founding President and Former COO of The Ritz-Carlton Group, identifies to his teams three things that customers want:
- Defect Free
- People to be nice to them a.k.a. Service
Creating an environment of striving to achieve simply customer satisfaction is not going to be enough to sustain a company throughout this competitive environment. For Disney in the entertainment business, attracting customers is vital. In order to transition from customer satisfaction to customer loyalty, Disney’s first step is to recognize all customers as V.I.Ps., Very Individualized People. They are not just customers, but they are our special guests.
At the Disney Parks and Resorts, cast members are encouraged to treat each guest as if it is their first and, potentially, only time visiting. This encouragement for the cast members will help enhance opportunities for excellent service to help create wonderful memories for the guests. This excellent service has developed many guests to be loyal to Disney.
The key product in the entertainment industry is service. Set the foundation for loyal guests through employees by showing the employees they are valued and remind them that they make an impact. The empowered employee is the front line influencer on the customer, so inspire them to create excellence and watch as customers move from simply satisfied to loyal.