Be Our Guest: Application of Disney’s Customer Service Practices

1. Be Our Guest: Application of Disney’s Customer Service Practices Julian Olivas Texas Tech University

2. TEXAS TECH UNIVERSITY Whatever we accomplished is due to the combined effort. The organization must be with you or you don’t get it done… In my organization there is respect for every individual, and we all have a keen respect for the public. - Walt Disney

3. TEXAS TECH UNIVERSITY QUALITY SERVICE Quality Service means exceeding your guests’ expectations and paying attention to detail. • Analyzing the experience from our guests’ perspective • Understanding the needs and wants from our guests • Committing every element of what we do to meet and exceed the needs of our guests

4. TEXAS TECH UNIVERSITY • Disney’s Quality Service Cycle • Service & Service Theme • Our Staff • Our Setting • Our Process • Integration

5. TEXAS TECH UNIVERSITY SERVICE • Knowing and Understanding our Guests • Needs – What do our guests need when they visit? • Wants – What do they want to get out of their visit? • Stereotypes – What are the preconceived notions that every guest has of your organization? • Emotions – What are the feelings that our guests experience throughout their visit? • Service Theme – Represents the basis for its mission as an organization and represents what we stand for and why we exist.

6. TEXAS TECH UNIVERSITY Disney’s Service Theme: We create happiness by providing the finest in entertainment for people of all ages, everywhere. Southwest Airlines’ Service Theme: Southwest Airlines is dedicated to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.

7. TEXAS TECH UNIVERSITY What is your service theme?

8. TEXAS TECH UNIVERSITY Create Your Service Theme: • Two principles must govern the service theme: • The service theme must be adjusted to reflect changes in the image of the organization • The organization must be able to deliver upon the theme • Keeping your core values in mind, what is the desired image that you would like your staff to project about your organization? • Define your product, delivery method and recipients of your product: • What is your product or service?We create . . .   • How do you deliver the product or service?by providing . . . • To whom do you deliver your product or service?for . . . .

9. TEXAS TECH UNIVERSITY We create Red Raider moments by providing the best Texas Tech experience to all guests, all the time.

10. TEXAS TECH UNIVERSITY Service Standards – The criteria that ensures the consistent delivery of the Service Theme. • Welcoming – We will create a welcoming atmosphere at all times. Every guest will be treated like a VIP. • Informative –Any interaction with our guests should be exceptional and the information that is relayed should be accurate. • Involved – We will remain engaged in the happenings of our college and the Lubbock community

11. TEXAS TECH UNIVERSITY OUR STAFF • Guidelines for Guest Service • Disney On Stage vs. Off Stage • Red Raiders Moments vs. Missed opportunities You never get a second chance at a first impression. - Walt Disney

12. TEXAS TECH UNIVERSITY • On Stage vs. Off Stage

13. TEXAS TECH UNIVERSITY • On Stage vs. Off Stage

14. TEXAS TECH UNIVERSITY • On Stage vs. Off Stage

15. TEXAS TECH UNIVERSITY • On Stage vs. Off Stage

16. TEXAS TECH UNIVERSITY SETTING Setting is the environment in which service is delivered to our guests, all of the objects within that environment, and the procedures used to enhance and maintain the service environment and objectives

17. TEXAS TECH UNIVERSITY “You can’t change people, but if you change the environment that people are in, they will change.” - Walt Disney

18. TEXAS TECH UNIVERSITY What kind of message does your space send to guests? How have you appealed to the 5 senses in your space? Sight Sound Smell Touch Taste

19. TEXAS TECH UNIVERSITY Sight

20. TEXAS TECH UNIVERSITY Sounds Smell Touch Taste

21. TEXAS TECH UNIVERSITY PROCESS Processes are a series of actions, changes or functions that are strung together to produce a result. They combine human (us) and physical (setting) resources in various ways to produce outcomes. What is the outcome we strive for?

22. TEXAS TECH UNIVERSITY Visitors Center Process • Campus Visit Reservation/Inquiry • Visit Confirmation • Arrival/Check-in • Guest Interaction/On-Campus Experience • Departure • Evaluation

23. TEXAS TECH UNIVERSITY INTEGRATION The process of bringing all of the elements of Quality Service together to create a complete experience.

24. TEXAS TECH UNIVERSITY Integration Matrix

25. TEXAS TECH UNIVERSITY EVALUATION

26. TEXAS TECH UNIVERSITY By far the best tour guide ever encountered... and we've seen a lot of them. The campus was AWESOME! Justin, our tour guide, was great. He was very helpful and very enthusiastic...Enjoyed my trip VERY much! It was a freezing day, but Ben absolutely loved Tech. Thanks for a great experience. Very polite and helpful in person. You become a VIP on campus. Friendly people just like Disney World!