At Walt Disney World the top priorities include Safety, Courtesy, Show, and Efficiency. Together these priorities are called the four keys. Out of the four keys, efficiency is a foundation the other keys can leverage. Efficiency can improve safety, provide more opportunities for guest interaction for increased courtesy, and enhance show. Everyone can play a role in efficiency at work. Disney strives to deliver high quality service. At work, employees or cast members can think about how to be more efficient in order to deliver extraordinary service?
Disney has processes in place to support the mission of being one of the world’s leading producers and providers of entertainment and information. For Disney, efficiency means process innovation and empowerment. This means that Disney Cast Members have the opportunity to be innovators. They have the power to propose ways to innovate processes to grow our service to be extraordinary quality service, to feel magical. Lee Cockerell, former Vice President of Operations at Walt Disney World Resort understood the principle of magic. He said. “It is not the magic that makes it work, it’s the way we work that makes it magic.” So whatever your job or role, leader or front line individual contributor, make magic and strive for efficiency to help deliver extra ordinary customer service.
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.