The Disney Approach to Quality Service

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1 presents The Disney Approach to Quality Service Preprogram Materials Disney

2 Congratulations! You will soon be an alumnus of Disney Institute Programs. Disney Institute Post Office Box Lake Buena Vista, FL disneyinstitute.com Disney All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise without prior written permission. The Disney Approach to Quality Service, 034

3 The Disney Approach to Quality Service The Disney Approach to Quality Service is a three-and-one-half-day program that explores philosophies and strategies for understanding customers needs and expectations, implementing a sound service infrastructure, and communicating service standards throughout the organization. Included in the program are the components of Guestology, or the study of Walt Disney World Guests; the service theme, which defines the Guest experience for our Cast Members (employees); service standards, which aid the front-line Cast in decision making; delivery systems, the three methods for delivering service; and service integration, the meshing of service standards and delivery systems. In order for you to make the most of your upcoming learning opportunity, it is very important that you complete the enclosed preprogram materials before your arrival. They will step you through a brief exploration of your organization s core customers, service statement, service standards, and service moments. They will also set you up for success as we prepare you to return with action steps for delivering quality service strategies in your organization. If, after reviewing these materials, you have any questions, please call us at (407) We look forward to your arrival! Disney 3

4 Disney Institute The Disney Approach to Quality Service Taking on new challenges and pushing the possibilities to the limit is a tradition at Disney. It s part of the magic in every division. Michael Eisner Chief Executive Officer The Walt Disney Company The Walt Disney World Resort has been delivering magical experiences to millions of visitors per year for 30 years! Throughout our successful history, despite growth and change, there has always been one constant: quality products and service. What gives Disney a competitive edge? Guests at the Walt Disney World Resort typically comment on three main aspects of our quality service: The cleanliness of the environment The quality of the show The friendliness of the Cast Members We can ensure that our Guests will receive this level of quality service time and time again through our strong service culture, which involves every aspect of the Company. 4 Disney

5 The Disney Approach to Quality Service In The Disney Approach to Quality Service, you will observe and experience the many facets of our service culture, including the following: Understanding our Guests attitudes and expectations. Establishing a clear service goal and parameters that ensure we maintain a high standard of quality. Maximizing all of our delivery systems to provide a seamless experience for our Guests. What can you expect from your visit with us? Here are some features of the program: Visits to on-stage and backstage locations to observe the ways we deliver quality service to our Guests. Experiential activities designed to promote discovery and learning of Walt Disney World service principles. Discussions with Walt Disney World front-line management Cast Members about service strategies. Opportunities to benchmark Walt Disney World examples of service successes. Application tools for adapting Walt Disney World ideas in your own organization. What is your role in this show? Here is what we need you to bring along: Completed preprogram exercise. This will be the starting point for your own customer service plan. Comfortable clothes and shoes, appropriate for Florida s climate and a very aggressive agenda. A willingness to actively participate in a fun, informative, and valuable learning experience. Disney 5

6 Disney Institute The Disney Approach to Quality Service Preprogram Exercise During your stay with us, you will be exploring the importance of quality service to a successful organization. You will also be discovering how quality service is demonstrated at the Walt Disney World Resort and then applying your observations to your own customer service plan. In order to ensure your customer service plan gets off to a great start, we d like you to evaluate your organization by answering the following questions prior to your arrival. Please be sure to bring the completed exercise with you to the program. 1. Identify your organization s core customer group. What common characteristics do these customers share? 2. Complete the following service statement for your organization: We provide by. 6 Disney

7 The Disney Approach to Quality Service 3. List the criteria in place within your organization that ensure the consistent fulfillment of your service statement. 4. List five critical service moments in your organization s operation where the rubber meets the road. 5. Of those listed above, identify the two service moments where improvements in customer service are most needed. For those moments indicate the following: The type of customers most likely to be involved in this interaction The employees who are involved and in what capacities The type of setting in which the interaction with customers takes place The procedures that support customers and employees Disney 7

8 Disney Institute Service Moment #1: Customers: Successes Areas of Concern Employee Involvement: Setting: Procedures: 8 Disney

9 The Disney Approach to Quality Service Service Moment #2: Customers: Employee Involvement: Setting: Procedures: Disney 9

10 Disney Institute Notes 10 Disney

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