From the moment visitors enter the wonderland that is Walt Disney they are whisked away into a land of magic, where anything is possible – and this isn’t just a chance experience.
Theme parks are known for excellent customer service because every single detail has been thought out. Nothing is left to chance – from the design of the restaurants you eat in, the colours you see and the staff you interact with.
Starting with employee training is critical for the five-star theme park experience. You need to employ a team of people with service at their core who were passionate about genuinely interacting with customers in a memorable way.
Business leaders don’t always create an environment where employees are supported to execute individualised service experiences. Imagine going to Disneyland or Sea World and being served by a grumpy waiter, or interacting with an usher who is unshaven and wearing a dirty uniform.
Things don’t go well when internal processes and procedures are not aligned with what is expected from employees on the front line. It’s about being clear on what success looks like, then having the time, resources and credibility to make a difference.
You can imagine how difficult it would be to get everything right so the customer sees an illusion of perfection. Developing a common interest and excitement about customer service between business leaders and frontline teams makes it easier to achieve great results.
Organisations wanting to emulate the five-star theme park experience should do the following:
- Deliberate: make customer service part of the business culture.
- Interact: develop human connections through service interactions rather than transactions.
- Create memories: leave customers with positive memories by being emotional, not rational.
- Deliver experiences: ensure your customers’ experiences are consistent with everything your organisation stands for.
By following trend-setters like Disney, organisations can close their customer service gaps.
According to the 2011 American Express Global Customer Service Barometer, 86% of Australians surveyed indicated they have not completed a transaction because of poor customer service.
Exceptional customer service will result in more customers returning to your organisation, as well as recommending it to others.
Business leaders who want more information on how to create the magic of the Disney experience can download a free whitepaper, The 7 Powerful Questions to Evaluate Customer Service – which includes 25 things that you can implement in your workplace immediately – from our website.
Chris Smoje, Founder, Dime Customer Service
