Disney Institute, the official institution dealing with customer experience of Disney World, is one of the leading brands when it comes to exceptional delivery of services. They have earned their reputation by using and analyzing data gathered from all over the world, in order to keep up their performance.
These business professionals are often asked in regards to the insights they can provide to others in how they manage to consistently provide with the same quality of service. As according to them, there is a long list of things which go into creating an organizational culture such as that of Disney’s.
It is the true dream place, as it allows for inspiration and shines with positivity. When the customers are happy, it provides for a cycle of happiness among the employees too, as they also feel more competent in creating the best of experiences.
A Business professional at the Disney Institute Customer Experience Summit giving a speech on how they achieve exceptionalism
While this culture took years of work into creating it, the Institute recognized a few important pillars upon which all business decisions in regards to service can be made, mainly by having a common purpose.
The Cast Members of Disney work together through interaction and discussion of how the purpose of the Institute – “…creat happiness by providing the best in entertainment for people of all ages everywhere” – can be fulfilled.
The purpose should be the sole explanation of what you expect to achieve in terms of customers’ emotional level when providing them with the experience of your choice.
While Disney’s goals are focused on creating happiness, then the Cast Members strive towards creating the famous Disney magical moments. Even though every employee has a different job description, duties and responsibilities, the goal of creating happiness is consistent from attraction attendants to park greeters – all activities must be carried in a way which portrays the mission of happiness.
Attendees during a summit workshop
In order to illustrate the point being made, the rep from Disney Institute gave the example of a couple – Keith and Nancy – who went to Disneyland with their two kids during holiday time.
A slight problem that other places may not have provided for is the condition of one of the children of the Sharon family – one of their sons is autistic. This implies he could be overwhelmed by the number of people at the attractions, and make irritable noises. A lot of families would simply choose a different activity for the holidays.
Disneyland during holiday season provides for truly magical moments
Despite the odds, they chose to go, when upon entering the son noticed a purple balloon with Mickey Mouse inside it that he was begging to have. In order to incentivize good behavior, the family told him he could have it at the end of the day. He seemed convinced and allowed himself and his family to enjoy the rides, providing for one of the happiest days of his life.
At the end of the day, when they went to purchase the balloon, they came to the discovery that it had sold out. In disbelief, the Sharon family did not know what kind of reaction to expect from their son and were very worried about it too.
The mother, Nancy, certainly did the right thing by approaching a Cast Member to explain the situation. Living up to Disney’s mission, the member spoke to another employee and it was only minutes after when someone showed up with a purple balloon for the Sharon family!
But that is not the way the night ended for the Sharon family. Instead, the Cast Member clearly saw that Nancy was in distress, so he called to a fellow Cast Member, and together they were able to create happiness. One of them disappeared behind a door only to reappear a few minutes later with a purple balloon.
Overwhelmed with Joy, Nancy and Keith described this experience and kind of service as priceless. The night could have easily turned 180 degrees differently for them and their son had the Cast Members not cared about the common purpose and fulfilling it.
Although it was holiday time, and the crowds were as crazy as it gets in such amusement parks, the employee wanted to be helpful to the family, and to fundamentally create happiness – like Disney always does. The common purpose guides all of Disney’s business decisions, and that advice alone could help create other, equally as successful brands.
