Disney utilizes focus groups, listening posts and other qualitative research tools to determine their guests feelings and attitudes while visiting attractions. Putting quality service together ; The integration matrix ; Integrating the star guest program ; Three elements of magical service moments ; One final tool -- the storyboard -- About the authors -- End notes -- Index. Copyright 2001 © Mark S. The examples of how the parks are run are fun to read, but this book also provides examples from other companies that have attended Disney business seminars. Всем, у кого бизнес в сфере услуг и продажи в оффлайн, есть чему поучиться у компании Disney.
Frankly, you could do a lot worse than run a truly Mickey Mouse operation. The developer, Lake Buena Vista Communities, was planning to build single family homes, apartments and condos in the near future. Additionally, it was just boring. Each of these is treated in depth in succeeding chapters of the book. Exceeding expectations rather than simply satisfying them is the cornerstone of the Disney approach to customer service. I mention these because these terms illustrate the culture present at the Disney company.
The trick is finding managers who can execute them consistently and who can find and motivate employees to follow them. The company has been a component of the Dow Jones Industrial Average since May 6, 1991. The absolute need to mix with customers and stakeholders…you learn little when you distance yourself from them. Всем, у кого бизнес в сфере услуг и продажи в оффлайн, есть чему поучиться у компании Disney. Much like the section I love everything about Disney, am fascinated with their operations and was excited to read this book. Tom Staggs, then chairman of Walt Disney Parks and Resorts and now Chief Operating Officer of the Walt Disney Company, wrote in his introduction to the book people want to know how Disney is so successful. Each paragraph could be reduced by half at least.
No matter which applies, be aware that, as Disney puts it, everything speaks. The staff end up unable to give their best and the managers fruitlessly keep wondering how to bring out the best in their staff. The rides, the shows, the resorts, the restaurants, the parks, the cruise ships -- they are all telling a story. It shows how those are delivered using three systems that are present in every organization: people, physical assets, processes. I took several ideas, principles and visions to my industry. The philosophy in this book is based on how Disney trains all of their employees, and there is a lot of information on the Disney corporation, but there is also a lot of useful information here that can be applied by any business owner of any size business. The five-hour seminar, The Disney Keys to Excellence, addressed topics such as leadership excellence, employee loyalty, management creativity and customer satisfaction.
At the conclusion of the seminar, attendees received a copy of the book Be Our Guest: Perfecting the Art of Customer Service. Do your customers encounter you in a retail store, on the phone, on a Web site or all of the above? Be Our Guest outlines proven Disney best practices and processes for generating customer loyalty and sound financial results. The answer is the establishment of service standards. Delivery Systems are the Cast and the Setting. I learned to appreciate my own creativity --not to be afraid to dream and then to do! Now, for the first time, one critical element of the methods behind the magic that is the Walt Disney World Resort--quality service--is revealed in Be Our Guest. The following year, construction began on Walt Disney World Resort in Florida.
At times, it feels more like the Disney story than a manual for other companies. I am impressed time and time again with every aspect of the parks, the resorts, and the dining experiences. Some of these organizations are no longer around, but if they had applied some of these Disney basics, they could have thrived and still been around. Most of those watching have no idea how the magician is creating the effects they are witnessing on the stage. In this book we got to lean about: the processes, the setting, story-boarding the cast and safety standards that go into the Disney brand.
The company is best known for the products of its film studio, the Walt Disney Motion Pictures Group, today one of the largest and best-known studios in Hollywood. Magic Kingdom Entrance as seen from the Monorail The book likens Process to a railroad engine. Although it would seem courteous to grant the family's request, no one would say expectations would be met if the child is injured. There are a few examples from Disney Institute clients, which are various organizations in various industries. The book can have some dry material at times and the chapters drag on.
Collaborating with Disney Institute, they soon find they have more in common with Disney than they could have imagined. Responsibility: by Disney Institute ; foreword by Michael D. Those examples are a bit dull and drag the book down a bit. Typically, processes involve both employees and the business environment. Those who do are happily driven by the principles referred to in this book. At Disney every detail from the doorknobs to the dining rooms sends a messages to guests.
Every contact made with your customer must be memorable. It provides ease of use for guests with services like Disney's Magical Express, and monorail and bus transportation around the property. Yet, Disney has taken customer service to a higher level. Also the work that has gone into avoiding incongruous back scenes, and abrupt transitions is noteworthy. As with most business philosophy books, it is short on writing style, but offers a unique brand of business philosophy.
I took care of the first three chapters in the first few hours after the initial purchase, and the remainder on subsequent days. The Conference Center, as well as other common buildings, were renovated and absorbed into the Institute. Most of the Villas were torn down, except for the Treehouse Villas, which were renovated and reopened. Disney Cast are simultaneously very disciplined, and yet very free and trusted. I found a few shareable concepts to Goodreads early on and that number decreased the later into the book I got. Sure, it's noticeable that there is a great customer culture at Disney and that many tools and techniques are used to maximise customer retention, satisfaction and more, but at the end of the day, I'm not sure how replicable most of these techniques are to other companies. The book explains the practical magic behind creating the Disney difference for customers by focusing on five key areas.