Creating Customer Immersion … a Story about Disney Theme Parks

 

Do what you do so well that they will want to see it again and bring their friends.

-   Walt Disney

 

Disney puts a tremendous amount of attention to its parks’ customer immersion and customer experience … in fact; one could say the Disney theme park mystique is 100% about immersing the customer in the culture of Disney movies and character history.  Over 150,000 employees are employed ‘on stage’ each day at Disney parks to help create this customer experience immersion.

 

What are the ways Disney uses its ‘on – stage’ employees to create the best possible customer experience?  Consider Disney’s explicit actions:

 

Each customer facing employee is expected to be “show ready” whenever they are on stage.   Everyone has a part to play as a component of the show.

 

On stage, the show is on … everyone follows costume and customer interface guidelines.   Breaks and relaxing are ONLY allowed in areas unavailable to guests.

 

Everyone is responsible for ensuring parks remain “clean, friendly, and most of all, fun”.

 

All stage employees are encouraged to be “assertively friendly”.   They are to seek out those who look like they need help, before they come looking for help.

 

Everyone “on the stage” has a cast role, and as such, is responsible to contribute to the positive customer experience.

 

And finally, each employee often offers random acts of kindness.

 

Disney certainly knows all there is to know about customer immersion and customer experience, don’t they? Its a culture handed down by Walt himself.

 

What can your business apply from Disney operations that would improve your customer experience?  Please share a story about your experience.

 

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Read more:

 

A Story of Amazon and Listening to Customer Inputs

How Much Does Customer Response Time Matter?

A Story of JetBlue’s Customer Experience Strategy