The Keys to the Kingdom–Disney’s practical magic!

Blog:  Sophie Klossner, HDI Membership & Local Chapter Director

Special thanks to Douglas Rushkoff, an author who wrote an article entitled:  “The Keys to the Kingdom:  At the Disney Institute, Corporate Execs study the House Of Mouse’s Practical Magic”

 “Disney World likes to portray itself as a place where “magic happens.”  But for most adult guests at the Magic Kingdom, Animal Kingdom and the rest of the 47-square mile resort complex in Orlando, the real magic has less to do with the animatronic robots in Pirates of the Caribbean than the park’s staggeringly efficient operations and dedicated staff.

“The attention to detail backstage is as important as the attention to detail onstage,” says Scott Milligan, a Disney World tour guide.  “A lot of our clients say, ‘Well, it’s easy for you guys–everything is magic at Disney!’  But it takes a lot of hard work.  We keep our challenges backstage so you don’t have to see them.”

Rushkoff continues:  It’s an eye-opening tour.  From computerized “hubs” where employees can get their assignments to boxes in which leaders can place notes praising employees for moments of outstanding service, the whole place is a bevy of ideas and efficiencies.

For instance, Disney’s frontline workers–cast members, as they’re called–all wear name tags identifying their hometowns.  Scott Milligan adds:  “Once we added that, guest perception of cast member friendliness went up appreciably.”   And a bit of personal information creates an opening for conversation, which can be just the thing to help a line move faster–or seem to!

One of Disney’s great strengths is the way it challenges and empowers employees to cook up such ideas.  There’s even an in-house newsletter, Eyes and Ears, that documents ideas from employees that have been implemented successfully. 

Another key to the kingdom of Disney…employ some very basic, commonsense procedures to allow cast members to feel more personal responsibility for the guest experience.  Keeping in mind another key to Disney’s success is the “quality service matrix”, which prioritizes customer service in the following order:  safety, courtesy, show and efficiency. ”

Disney is unmatched in the world for its ability to engender dedication, commitment and talent to their quality service matrix.”

My challenge to you is…how do you engender this dedication, commitment and talent into your “cast members’?  Are you empowering them to make your customer service Disney quality?  If not, how can you?  Think about it!  We could all use a little “mouse power” in our lives!