disney service strategy - 38 A Strategy for Service Disney...

38
A Strategy for Service—
Disney Style
Rick Johnson
The organization's customer service philosophy was established over 35
years ago by its founder. Today, every aspect of the resorts and theme
parks is geared to serve — and satisfy — its "guests. "
M
any organizations are
striving to improve the
level of quality ser-
vice through the per-
formance of their
employees. Some have recognized the
importance of corporate culture and
environment in the process. Our com-
pany strongly believes that the culture,
the environment, and the performance
of people lie at the heart of a successful
quality service program.
Guests at the Walt Disney World
Resort, located a few miles southwest of
Orlando, Florida, typically comment on
three main aspects of the quality of ser-
vice: the cleanliness of the place, the
show itself, and the friendliness of the
employees. These reactions are com-
piled through comments, surveys, focus
groups, and letters. Together, they reflect
the original business philosophy of Walt
Disney, who summed it up by saying:
• "Quality will out!
• Give the people everything you can
give them;
• Keep the place as clean as you can
keep it;
• Keep it friendly;
• Make it a fun place to be."
While this philosophy applies to a
place of entertainment and family vaca-
tion fun, it applies as well to any
service-oriented organization. What
brings this philosophy to life at the Walt
Disney World Resort is a well-struc-
tured, complex, and fast-moving organi-
zation of people. Committed to a single
goal of creating happiness for customers
(called guests), the Disney people live in
a corporate culture—a way of life—that
places the guests' enjoyment above all
else.
After a visit here, which includes the
Magic Kingdom Park, EPCOT Center,
the Disney-MGM Studios Theme Park,
resorts, and recreational facilities, many
are prompted to ask, "How does Disney
get over 32,000 employees (called cast
members) to perform more than 1,400
different jobs (called roles) and deliver
quality service with a smile? How do
they do this for millions of guests, 365
days a year, often in 98° heat and 100%
humidity? How do they maintain a
quality service standard that many say is
unmatched anywhere?"
The secret to the Disney approach is
that there is no secret. Disney demon-
strates that high levels of quality service
can be attained by developing, refining,
and living a business strategy based on
Rick Johnson is Manager
of Business Programs for
Walt Disney World
Seminar Productions in
Orlando, Florida — a part
of the Disney University.
He instructs executives in
the "Disney Approach"
through business and
management seminars.

DISNEY'S SERVICE STRATEGY 39
hard work, attention to detail, and ex-
ceeding customer expectations.
The first challenge in developing such
a strategy is to define a company's busi-
ness. Disney strives to provide quality
entertainment in its theme parks. It also
serves food, sells merchandise, operates
resorts, runs transportation systems, and
provides recreational facilities along with
a myriad of other guest and support
services. More important, the company