2 Be our guest: perfecting the art of customer service

Toastmaster of the day, dear fellow members and most welcome guests. Good afternoon.
Opening-
Long time ago, Mr. Disney brought his 2 daughters to amusement park, where was dirty and dangerous, Inspired him making the whole new park, where guests can join in different atmosphere.
In 1971, Walt Disney World (WDW) resorts opened in Orlando, Florida. This is the biggest Disneyland in the world. There are around 60,000 cast members(employee) work here. They compose in 4 theme parks, 2 water parks, 1 shopping avenue, more than 27 resorts and 300 restaurants. How the big amusement park makes 70% guests keep coming back? The reason is the “quality service”!
Today, I want to share how Disney makes magical moment.
Disney like to say ”pixie dust” ,to make magical moment. It’s a kind of service. There are 4 elements to complete quality service cycle:service, cast member, stage-setting, process & integration.
Disney is the first one invent ”Guestology”, they focus on guests’ need , feelings and emotion. So, knowing the customers is important. Disney set the tone, guest want the happy and unforgettable memory in Disneyworld, so they work hard on completing this goal!
As the cast member, the first day you worked in Disney, need to take the class –Disney Tradition in Disney University. One of principles for cast members- Disney quality standards: safety, courtesy, show & efficiency.
Safety-There is noting more important than safety. Safety begins with cast members. Before launching the ride, need to be checked over and over again.
Cast member respects everyon,like when you show the direction, need to use 2 fingers to point, or bring them to the right place. Mr. Walt Disney said “we love to entertain kings & queens, but everyone here is a V.I.P.”, Cast members is on the stage, they are the actress or actor, so need to performance well. The are also the host to welcome guests.
Follow the quality standards, come out Disney service basics, if the organization or person can put the basics in mind, will perform the good service –
1. You need to smile all the time, look approachable, look happy & interested, model the disney look, keep conservations positive.In Disney All the cast members should follow the “Disney Look”, tidy costumes, no dying colorful hair & nail polish, no weird make-up, only wear black or white shoes.
Disneyorld is a stage, so all employee is actor/actress.
2.Try to make eye contact & smile, engage in guests interaction, treat guests as individuals, greet and welcome each guests, thank all guests & invite them back.
3.preserve & protect the magic, provide excellent show quality & safety, perform role efficiently by reducing hassles & inconveniences.
4.Offer anticipate needs and assistance, create surprises and magical moments, provide immediate service recovery.
You can notice that Disney focus on service and cast members a lot, coz he thinks they are the most important elements.
He once said- “You can dream, create, design and build the most wonderful place in the world…but it requires people to make the dream a reality.(-Walt Disney.)
I remembered one day morning, I heading to work by change the bus, on the way to resort, only me on the bus, the driver know I rush to work, so he dropped me off the back-stage. That really surprised me, and this was not the first time, other driver also provided me the same exceptional service. That is what Disney wants to make-the "Wowing guests."

2. The magic of stage-setting
Besides magical cast members, also needs wonderful place to create joyful environment. The element of stage-setting including – architecture-design, light, color, material of carpet, music, fragrance, food…etc. When you walk in Disney parks, you can see each decoration has its meaning. They are go-well with the theme. Even the restroom has special fragrance.” Like the adventure land and fantasy land in magic kingdom, the floor, outfits of cast members are matched together. You won’t see the Buzz Lightyear show up in Winnie's home!
3. The magic of process
Parade and fireworks are the distinguished feature in Disney Park. before the show, cast members will set the line of viewing place, ask guests move to safe place. The Cast members know the smooth process in each show or ride, such as the process of emergency, like fire. While working in resorts, we have service process, such as speaking the theme to each guests: welcome home. Remember when I worked in the resort, hurricane came, we published the emergency call list to each cast member and hand out the essential information to guests. We need to make everyone safe.
Cast members try hard to make magical moment to guests, not only give stickers to children, like in the crowded park, you can use your tickets to get fast-pass, then come back on time, you can save the time of waiting. Some attractions in Disney is popular, you might need to wait 120 minutes. Therefore, Disney design some interactive game, you won’t feel bored while you waiting in line. Some people might be have experience of parking in the big parking-lot and forget your parking place, so Disney design the cute sign to remember easily,show you the parking-space and provides train bring guests from parking-lot to the park back and forth.
Those are the examples of the magic of process.

At the beginning, I mention there are 4 elements in Disney quality service cycle: service, cast member, stage-setting, process & integration. The integration means combining these 3 elements: service, cast member, stage-setting & process, it will come out this service matrix- We take Disney Vacation Club as example. Disney Vacation Club is the club you can purchase the points to have ownership of several Disney resorts. So, you can map out the matrix like this: I take some to illustrate:
*Safety & Cast members--“Safe D start with me.”
*Show & stage setting-- Smelling, tasting, listening…etc.

I just summarize some tips of Disney quality service. People might be wonder how can these elements keep each cast member on the right track? I think "the continous training" is the key, they have complete interior tutor training system and training for each levels. Take me as example, I almost had 180 hours training, including OJT in 6 months. If you want to know more about the perfecting the art of customers service of Disney, you can read this book. And it may give you the inspiration for work and for yourself. Toastmaster of the Day.