Disney's Mission Statement and Vision: Creating Magic
Have you ever wondered how Disney creates such magical experiences for its guests? What's the secret behind their exceptional customer service?
In their book Be Our Guest, Disney Institute and Theodore Kinney reveal the inner workings of Disney's approach to customer service. You'll discover Disney's mission statement and vision, which form the foundation of their commitment to creating unforgettable experiences for guests of all ages.
Keep reading to learn how Disney's principles can inspire your own approach to customer service, whether you're running a small business or a large corporation.
Disney's Mission: Creating Magical Experiences
When you think of Disney, what comes to mind? Chances are, it's not just Mickey Mouse or theme parks, but a feeling of magic and wonder. That's no accident. Disney's mission statement and vision are at the heart of everything they do, driving their commitment to exceptional customer service. Understanding Disney's mission statement and vision helps us see how they've created a blueprint for delivering unforgettable experiences to guests around the world.
Disney's core mission is simple yet powerful: to create unparalleled joy through premier entertainment accessible to people of all ages, regardless of where they are. This isn't just a catchy phrase; it's a promise to customers and a standard for fulfilling their expectations.
The Four Keys to Disney's Success
To achieve its mission, Disney focuses on four key principles:
- Ensuring safety
- Providing courteous service
- Maintaining visual appeal
- Improving operational efficiency
These principles guide how cast members (Disney's term for employees) interact with guests, shaping actions that enhance the visitor experience. They serve as milestones for achieving the collective goal of creating magical moments for every guest.
Understanding the Guest Experience
Disney's approach to customer service is deeply rooted in a thorough understanding of its audience. They meticulously analyze demographic data to comprehend who their guests are, what they want, and how they feel. This intimate knowledge of their clientele's expectations and needs is crucial to Disney's success.
Walt Disney himself was a master at understanding park visitors' experiences. He'd often seek firsthand knowledge of their perceptions during visits to his theme parks. Today, Disney continues this tradition using surveys, focus groups, and guest feedback to gather crucial data for enhancing their services.
Creating a Seamless Experience
Disney's service delivery isn't just about friendly cast members. It's a carefully orchestrated symphony of people, setting, and processes. Every aspect of Disney parks is meticulously crafted to create an atmosphere of happiness and deliver entertainment. This includes:
- The design of attractions
- The training of staff
- The implementation of procedures
Disney's approach combines personal interaction, impressive presentation, and advanced technology. They use an advanced framework, similar to a board game, that combines service guidelines with implementation systems to scrutinize and manage the enhancement of quality service.
The Magic Behind the Scenes
You might wonder how Disney maintains such a high standard of service across its vast operations. The answer lies in their approach to hiring, training, and empowering their cast members.
Hiring and Training for Excellence
Disney's hiring process, often described as an "audition," is designed to create a lasting first impression on new team members. New hires are thoroughly introduced to the company's culture, values, and expectations through the comprehensive Traditions orientation program.
But it doesn't stop there. Disney provides its cast members with role-specific instructions designed to align with the distinct performance culture of their individual venues. This ensures that while all cast members adhere to Disney's worldwide standards, they're also equipped to handle the unique characteristics of each park or resort.
Empowering Cast Members
Disney places a high value on empowering its employees to thrive within defined limits. Cast members are encouraged to be proactive in addressing guest concerns and providing customized services. This empowerment is reinforced through initiatives like the Star Guest Program, which recognizes employees dedicated to creating captivating interactions and delivering exceptional service experiences.
Setting the Stage for Magic
When you step into a Disney park, you're not just entering an amusement park – you're stepping into a story. Disney is renowned for its ability to craft physical spaces that tell a captivating narrative, creating an atmosphere that leaves a lasting impression on visitors.
The Importance of Theming
Every detail in a Disney park, from the height-adjustable peepholes on hotel room doors to the uniquely crafted garbage bins, is meticulously arranged to reflect the central motif of the specific park or resort. This attention to detail ensures that visitors are completely absorbed in the enchanting world Disney has created.
The Backstage Magic
Disney carefully delineates the spaces in its parks and resorts that visitors can access from those that are off-limits. The "backstage" areas, where staff carry out operational duties out of sight from visitors, contrast with the "onstage" areas where guests interact with Disney attractions. This separation is crucial for providing guests with a seamless and consistent experience.
Engaging All Senses
Disney's immersive environments engage all your senses. From the scent of popcorn at the entrance to the tactile experience of cobwebs in the Haunted House, every detail is designed to enhance your experience. Even the food is themed, with treats like turkey legs available in Frontierland to complement the Old West atmosphere.
Streamlining the Guest Experience
Disney's commitment to exceptional service extends to every aspect of your visit, including minimizing wait times and frustrations.
Managing Wait Times
Disney employs various strategies to manage guest expectations and perceptions regarding wait times. Initiatives like Extra Magic Hours and Rope Drop help spread out visitor numbers, reducing wait times for attractions during peak periods. They also use technology to provide guests with current information on attraction wait times, ensuring a seamless and orderly experience.
Continuous Improvement
Disney is constantly working to improve its service processes. They recognize the need to stay ahead of evolving customer tastes and technological progress. For example, when they noticed visitors wanted more convenient opportunities to interact with their favorite characters, they created Toontown and specific zones for these encounters.
By focusing on these key areas – from their mission statement to their attention to detail in every aspect of the guest experience – Disney continues to set the standard for exceptional customer service. Their approach shows that with the right vision and commitment, any company can create a little magic for their customers.