CX Book Gems #13: "Be Our Guest" by Disney Institute
Book summary of "Be Our Guest: Perfecting the Art of Customer Service" by Disney Institute
This week’s book is Be Our Guest: Perfecting the Art of Customer Service by Disney Institute.
📘 Book Summary
Be Our Guest: Perfecting the Art of Customer Service offers an insightful exploration into how Disney has perfected the art of exceptional customer experience. Through a blend of practical strategies and inspiring anecdotes, the book reveals the meticulous efforts behind creating magical experiences that leave lasting impressions on guests. It provides a deep dive into the principles and practices that have positioned Disney as a global leader in customer experience, emphasizing the importance of attention to detail, employee training, and a guest-centric culture.
You don’t build it for yourself. You know what people want and you build it for them.
Quality Service Cycle
At Disney, the Quality Service Cycle is composed of four main elements, with customers or guests in the middle, where the cycle begins with with needs, wants, perceptions, and emotions of guests.
Service Theme: A simple, shared statement among all employees that encapsulates the essence of the organization’s service commitment. At Disney, the service theme is “To create happiness for people of all ages everywhere.” This theme guides all actions and decisions, ensuring a unified focus on delivering joy to guests.
Service Standards: These are the criteria for actions necessary to accomplish the service theme. At Disney, the standards include safety, courtesy, show, and efficiency. Each standard is critical in delivering a consistent and high-quality guest experience, from ensuring guest safety to maintaining a friendly and welcoming atmosphere.
Delivery Systems: The means through which service is provided, encompassing employees, the setting, and processes. Disney’s delivery systems ensure that every guest interaction is handled by well-trained employees in a meticulously maintained environment, following efficient processes to meet and exceed guest expectations.
Integration: Combining all elements of the service cycle to create a seamless and complete operating system. Integration ensures that the service theme, standards, and delivery systems work together harmoniously, allowing Disney to deliver a consistent, exceptional guest experience.
‘Guestology’ is what Disney calls the art and science of knowing and understanding customers.
💎 3 CX Gems
Create a guest-centric culture: At Disney, every employee, referred to as a "cast member," is trained to prioritize guest satisfaction. Adopt a similar approach by fostering a culture where every team member understands their role in enhancing the customer experience. Implement comprehensive training programs that emphasize the importance of anticipating and exceeding guest expectations.
Pay attention to details: Disney's success in customer service is largely attributed to its obsessive attention to details. From the cleanliness of the parks to the way employees interact with guests, nothing is left to chance. Apply this principle by scrutinizing every aspect of your customer journey, ensuring that every touchpoint is meticulously planned and executed to perfection.
Empower employees to create magic: Disney empowers its cast members to take proactive steps to create magical moments for guests. Encourage and empower your employees to go above and beyond in their roles. Provide them with the autonomy to make decisions that enhance the customer experience and recognize and reward these efforts to foster a culture of exceptional service.
Be Our Guest: Perfecting the Art of Customer Service is an invaluable resource for any business aiming to elevate their customer service standards. By adopting Disney’s guest-centric culture, paying close attention to details, and empowering employees, businesses can create memorable experiences that foster customer loyalty and drive success. Embrace these principles to transform your customer experience approach and leave a lasting impression on your guests.