Disney Case

Introduction

In the tourism industry and hospitality industry in general one of the most important issues is customer satisfaction. Satisfied customers are more likely to return or share their positive experience which both lead to increase profits. A major factor in creating this positive experience is customer service. In the book Be Our Guest: Perfecting the Art of Customer Service, Disney states that it’s long term success depends on their daily ability to motivate employees, and continue to remain relevant and innovative. Loyalty, creativity, attention to detail and customer service have all played key rolls in leading Disney to the success levels it has achieved today. Disney is the industry leader in customer service and has raised the bar with their outstanding service in the hospitality industry.

Identification of Concepts

One major concept that Disney uses to ensure excellent customer service is proper park maintenance. Keeping the parks clean and in perfect order is appealing to the customer’s eye and completes the customer’s positive experience. This combined with Disney’s atmosphere and branding creates a truly unique and magical experience. The saying “Where dreams come true” truly speaks to this magical experience making it one of the top family destination locations in the world.

Another key concept to the Disney magic is attention to detail. From little things like calculated distance between garbage disposal, Disney has always been know for his impeccable attention to detail and this is yet another advantage they have over their competitors. This attention to detail is so great that it may not even be noticed without close investigation- truly exceeding expectation.

Disney’s attention to detail extends even into the standard and expectations of their employees appearance and actions. This includes performers as they take pride in the distinction between ‘On Stage’ (in front of guests) as well as ‘Off Stage’ (behind the scenes workers) and how their employees hold themselves in both positions. The Disney magic flows in each and every one of their employees. This is highly due to an excellent training program paired with carefully selected individuals. This high standard kept consistent in Disney employees leads to the final and crucial concept- customer service.

One more concept that Disney takes major care in is customer services. This is yet another category that Disney exceeds customer’s expectations in and completes the package experience. They use customer feedback, and inquire about customer experiences in order to bond on a personal level and get quality response. They truly care about their guests and will do whatever it takes in order to meet and exceed the needs of the guests.

Quotations

“At the Walt Disney World

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