The experience : the 5 principles of Disney service and relationship excellence

307 Pages·2015·5.68 MB·English

by  Church

WEBFLAST01 03/10/2015 2:29:48 Pagex
WEBFFIRS 03/10/2015 2:3:53 Pagei
THE
EXPERIENCE
The 5 Principles of Disney Service
and Relationship Excellence
BRUCE LOEFFLER AND BRIAN T. CHURCH
WEBFFIRS 03/10/2015 2:3:53 Pageii
Coverimage:JaimieWhitebread
Coverdesign:DavidLitwin(PureFusionMedia)
Copyright2015byBruceLoefflerandBrianT.Church.Allrightsreserved.
PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey.
PublishedsimultaneouslyinCanada.
TheExperienceisinnowayauthorizedby,endorsedby,oraffiliatedwiththeWaltDisney
Company,Inc.,WaltDisneyWorld,Disneyland,ortheMagicKingdom.WaltDisneyWorld
andEpcotareregisteredtrademarksoftheWaltDisneyCompany.Allreferencestosuch
trade-markedpropertiesareusedinaccordancewiththeFairUseDoctrineandarenotmeant
toimplythatthisbookisaDisneyproductforadvertisingorothercommercialpurposes.
Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedin
anyformorbyanymeans,electronic,mechanical,photocopying,recording,scanning,or
otherwise,exceptaspermittedunderSection107or108ofthe1976UnitedStatesCopyright
Act,withouteitherthepriorwrittenpermissionofthePublisher,orauthorizationthrough
paymentoftheappropriateper-copyfeetotheCopyrightClearanceCenter,222Rosewood
Drive,Danvers,MA01923,[phone],fax[phone],oronthewebat
www.copyright.com.RequeststothePublisherforpermissionshouldbeaddressedtothe
PermissionsDepartment,JohnWiley&Sons,Inc.,111RiverStreet,Hoboken,NJ07030,
[phone],fax[phone],oronlineatwww.wiley.com/go/permissions.
LimitofLiability/DisclaimerofWarranty:Whilethepublisherandauthorhaveusedtheirbest
effortsinpreparingthisbook,theymakenorepresentationsorwarrantieswithrespecttothe
accuracyorcompletenessofthecontentsofthisbookandspecificallydisclaimanyimplied
warrantiesofmerchantabilityorfitnessforaparticularpurpose.Nowarrantymaybecreated
orextendedbysalesrepresentativesorwrittensalesmaterials.Theadviceandstrategies
containedhereinmaynotbesuitableforyoursituation.Youshouldconsultwithaprofessional
whereappropriate.Neitherthepublishernortheauthorshallbeliablefordamagesarising
herefrom.
Forgeneralinformationaboutourotherproductsandservices,pleasecontactourCustomer
CareDepartmentwithintheUnitedStatesat(800)762-2974,outsidetheUnitedStates
at(317)572-3993orfax(317)572-4002.
Wileypublishesinavarietyofprintandelectronicformatsandbyprint-on-demand.Some
materialincludedwithstandardprintversionsofthisbookmaynotbeincludedine-booksor
inprint-on-demand.IfthisbookreferstomediasuchasaCDorDVDthatisnotincludedin
theversionyoupurchased,youmaydownloadthismaterialathttp://booksupport.wiley.com.
FormoreinformationaboutWileyproducts,visitwww.wiley.com.
ISBN978-1-119-02865-9(cloth);ISBN978-1-119-02877-2(ebk);
ISBN978-1-119-02867-3(ebk)
PrintedintheUnitedStatesofAmerica
10 9 8 7 6 5 4 3 2 1
WEBFTOC 03/10/2015 2:33:33 Pageiii
CONTENTS
Foreword Dr.SpencerCraig vii
Acknowledgments ix
I
Part
PRESHOW 1
(SettingtheStage)
One
Chapter TheExperience Path:WhyWe
WrotetheBookandHowtoUseIt 3
ChapterTwo The“I.C.A.R.E.”Principles 8
Three
Chapter FiveLevelsoftheExperience:
WhatLevelAreYou? 12
II
Part
ONSTAGE 23
(TheCustomerInterface)
Four
Chapter Principle1:Impression 25
Impression1.1: Engage 30
iii
WEBFTOC 03/10/2015 2:33:33 Pageiv
iv CONTENTS
Impression1.2: Intentional 35
Impression1.3: Senses 39
Impression1.4: Emotion 45
Impression1.5: Presentation 51
Impression1.6: Professionalism 55
Impression1.7: Pristine 60
Impression1.8: Pride 65
Impression1.9: Likeability 70
Impression1.10: Consistency 75
Five
Chapter Principle2:Connection 78
Connection2.1: Communication 82
Connection2.2: Deliberate 86
Connection2.3: Personalize 91
Connection2.4: Affirmation 96
Connection2.5: Knowledge 100
Connection2.6: Interaction 104
Connection2.7: Respect 108
Connection2.8: Trust 111
Connection2.9: Relationship 116
Connection2.10: Finishing 120
Six
Chapter Principle3:Attitude 125
Attitude3.1: Idealism 131
Attitude3.2: Choice 135
Attitude3.3: Desire 139
Attitude3.4: Yes 144
Attitude3.5: Happiness 148
Attitude3.6: Optimism 152
Attitude3.7: Expectations 157
WEBFTOC 03/10/2015 2:33:34 Pagev
Contents v
Attitude3.8: Persistence 161
Attitude3.9: Ownership 166
Attitude3.10: Illumination 171
Seven
Chapter Principle4:Response 176
Response4.1: Detail 182
Response4.2: Engagement 187
Response4.3: Urgency 191
Response4.4: Insight 195
Response4.5: Empathy 198
Response4.6: Process 202
Response4.7: Adaptation 206
Response4.8: Validation 212
Response4.9: Anticipation 216
Response4.10: Recovery 220
III
Part
BACKSTAGE 225
(TheInternalInterface)
Eight
Chapter Principle5:Exceptionals 227
Exceptionals5.1: Culture 231
Exceptionals5.2: Excellence 237
Exceptionals5.3: Ethos 242
Exceptionals5.4: Accountability 246
Exceptionals5.5: Teaming 250
Exceptionals5.6: Investment 256
Exceptionals5.7: Training 260
WEBFTOC 03/10/2015 2:33:34 Pagevi
vi CONTENTS
Exceptionals5.8: Development 266
Exceptionals5.9: Extraordinary 271
Exceptionals5.10: Enjoyment 277
Nine
Chapter Finale:TheOneLevelChallenge:
WhataboutYouorYourCompany
“ ”
Says, I.C.A.R.E. ? 281
Index 287
WEBFLAST 03/10/2015 2:6:46 Pagevii
FOREWORD
F
ew companies truly understand the value of creating a great
—
customer Experience and no organization has ever done it better
than Disney. More than any other vocational encounter, Walt Disney
Worldleftanimprintinmymindandonmylife.Asoneoftheoriginal
cast members at Disney World in 1971, and during my 25 years as a
member of the management team, creating an Exceptional Guest
Experience was the foundation of our culture, as it still is today. We
“ ”
set out to build the Happiest Place on Earth and to design an
Exceptional Experience like no other company in the world. I felt
’
honored to be a small part of Disneys success.
“ ”
Weworkwhileothers(ourguests)play wasthemottowelivedas
we created a destination for guests around the world looking to escape
their day-to-day routines for a world of fantasy, family, and fun. As a
managerintheMerchandiseDivisionforWaltDisneyWorldandlater
the Disney University, it was part of my job to help instill the
importance of building an incredible experience for our Disney guests
’
throughencouragingtheidealismofserviceaboveexpectation.Ivelong
felt that someone needed to write a book and reveal the principles of
excellenceusedtobuildanExceptionalGuestExperience . . . andnow
they have.
In 1983, a number of key leaders from across Walt DisneyWorld
unitedtoformateamthatwasdesignedtotaketheDisneyExperience
to the next level. Within that team was a young man who created a
new position to assist in enhancing the service and presentation skills
fl
of the Disney cast. His name was Bruce Loef er. Since that time,
vii
WEBFLAST 03/10/2015 2:6:46 Pageviii
viii FOREWORD
Bruce and I have worked on a number of projects while working at
Disney as well as apart from Disney and have remained good friends
over the past 30 plus years.
fl ’
The principles presented in Bruce Loef er and Brian Churchs
The Experience
new book, , are an extension of many of the principles
both Bruce and I taught during our years with Walt Disney World.
fi
WhatIfoundmostbene cialintheirbookwasthesimplicityofthe5
“ ”
I. C.A.R.E. Principles. It is so important that companies and every
person within those organizations understand how each individual is
“ ” “ ”
responsiblefor the Impression theycreate, the Connection that is
“ ” “ ”
formed, the Attitude they possess, their Response in the face of
“ ”
trials, andhowwelltheydeliveronthe Exceptionals ofservingtheir
fellow cast members (employees).
fl
As I read through the manuscript, I kept re ecting on each of the
fi
speci c actionable steps that serve as a blueprint on how to develop a
The
service culture, both on a personal level as well as professionally.
Experience
is really a guide that is designed to take you and your
organizationtothenextleveloftheExperienceyourcompanyprovides.
TheExperience
Itismypleasuretorecommend toyou.Iencourage
youtotakesometimetostudyitanddeterminehowyoucanbestapply
’
it to meet your desired results. Bruce and Brians desire is to help you
determine where your company currently stands and how to apply the
Principles in this book to achieve the next levels of service for your
customersandclients.MycongratulationstobothBruceandBrianfor
theircreationofthishelpfultool,andIthankthemfortheircontinued
effortsinmakingserviceandtheguestExperienceaprimarycomponent
of corporate culture.
Dr. Spencer Craig
Former Manager of Disney University and
the Walt Disney World Merchandise Division