Do you understand the needs, wants, stereotypes and emotions of your customers? Disney customers “need” a vacation and accurate information. They “want” happiness, memories lasting a lifetime and insider information like a great place to be to watch the parade or fireworks.

Disney knows that to be recognized for customer service they must constantly exceed expectations. They do it by paying attention to details. Here’s how to constantly exceed customer expectations in your business.

The “stereotypes” to overcome were, Disney is for kids, there are long lines and it’s very expensive. The “stereotypes” to live up to included clean, friendly and fun. All businesses have stereotypes to overcome and live up to, what are yours?

The “emotions” at Disney run from unbounded excitement on entering the park to tired feet at the end of the day and from the adrenalin rush of Space Mountain to the heart warming tenderness of a character hugging a child. What emotions do your customers experience during their full cycle of using your product or service?

Know and understand your customer. Disney knows that 47% fly and the rest often drive days before arriving. They know the average family has saved two years to get there and that the first and last impressions are most important. How do you create a WOW first and last impression?

When guest arrive and park their car they are excited and, in spite of being repeatedly reminded of where they parked while riding on the tram, many have forgotten by the end of an exhausting day. The hassle of locating a lost car was not creating a great last impression.

Disney knew that the actions of forgetful guest and not Disney Cast Members were responsible for the problem. Nevertheless management asked the Parking Cast Members to develop a remedy and they did by keeping a time log of when they were filling various parking areas each morning.

When an exhausted and frustrated guest reported troubled finding their car, the Cast Members asked what time they arrived. Then they simply checked that morning’s time log and delivered their weary customers to their car, creating a last impression of WOW.

What’s your purpose? Disney’s is to create happiness by providing the finest in entertainment for people everywhere. Purpose always takes precedence over the job. A Custodial Cast Members purpose is to create happiness by assisting guest. The job, make sure the park is immaculate.

What are your business values and what priority do they take? Disney’s values include courtesy, efficiency, safety and show. When a child does not meet the 40 inch height rule and complains, safety prevails. However, the child and family are given a “go to the front of the line pass” to be used when the height requirement is met in the future.

Efficiency moves 2,000 guest per hour thru the Haunted House but when a handicapped person approaches, courtesy, the second highest value, dictates that the ride stops. In order, Disney’s values are safety, courtesy, efficiency and show.

Disney’s 51,000 Cast Members know their purpose, priority of values and make exceeding customer expectations possible…your people can too! All they really have to know is their purpose and hierarchy of values.

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