If you don’t think that customer service experience matters, just look at Disney.
I recently spoke to a rock star customer service team at Disney’s Grand Californian Hotel on the Disney property in California about the Disney service experience.
Disney is famous for their customer-focused training regiment for all of their employees at their resorts and theme parks.
People come from all over the world, and many plan years in advance before visiting Disney’s theme parks and resorts. Because of the expectation of a magical service experience, Disney’s customer service focus HAS to be based on creating a magical service experience for all of their customers (“guests”).
Disney has mastered the art of the customer service experience.
Do what you do so well they want to come back and bring their friends.
To Disney, a 1% increased in customer loyalty, translates into millions in revenue each year; yes, customer service experience REALLY matters. The service experience at Disney, involves a number of “Magical” aspects, of which I’d like to touch on 3 of them.
1. The Magic of Setting in the Service Experience
At Disney’s parks, guests are treated to re-creation of famous Disney settings. Visiting the various areas of the park, guests are immersed in the Disney service experience and feel as if they’re a part of Disney. Every detail of the settings counts towards creating that magical customer experience.
Your customer service experience setting will be wherever your customers interact with your people and systems. Every detail of the encounter sends a message to the customer. Phone calls, emails, live chat, even Web sites speak to customers. What’s the message you’re sending? Does it say “we care about the customer”?
2. The Magic of Cast in the Service Experience
Think of your last Disney experience? What were the people like? At Disney, all “Cast” Members (Employees at the Park) are friendly, approachable, and helpful without being condescending or mechanical. I recently was at Disneyland with my family and as we entered the park at opening time, we were greeted as we walked down Main Street by smiling, happy, employees waving to guests with giant Mickey Mouse hands.
at Disney, every team member knows, studies, and understands the behaviors, mannerisms, terms, and values that are specific to his or her job function.
Every job function is measured against the core service values of the organization.
3. The Magic of Action in the Service Experience
At Disney, team members are trained to look for combustion points. Combustion Points are where even finely tuned, positive customer experience processes break down, creating negative customer experiences.
Where are the combustion points at your organization and within your team? What are your positive customer service experience creating areas where because of break downs, system failures, or poor performance by team members, negative experiences breed?
Disney focuses on uses cast-guest communication, guest-flow, and service attention processes to eliminate or control these points.
Your customer service experience can be magical too!
Disney sets the customer service bar high with their attention to every detail of the customer service experience. But their successes are focused around effectively implementing these keys to creating an amazing and magical service experience for all of their guests. The Disney service model can be applied in any organization if management and team members are committed to creating magical experiences for their customers. The model isn’t expensive or complex. It simply requires commitment on the part of the individuals involved to creating a magical service experience for each customers.
What do you think? I’d like to know what ways you’ve found successful to make your customer service experience stand out from the competition.