Walt Disney Company - Success Build On Strategy
Guests at Disney's theme parks, resorts and other outlets often comment on
three aspects of Disney's service: cleanliness, quality and friendliness.
Disney's recognizes that it has an energetic, loyal audience with high
expectations. Meeting these expectations require more than just adherence
to a policy manual. Disney executive realize that they can't possibly
supervise all their employees all the time., so quality must be ingrained
in the organization's culture. Quality service becomes a way of life in
the company; employees follow the guidelines implicit in the culture. For
example, Disney University in Orlando puts new theme park employees
through an intensive three day training programme to familiarize them with
Disney practices, the company's history, its mission an objectives and its
emphasis on quality service. Disney theme park employees routinely
converse using the Disney language of "guest", "cast members", "on stage"
(working), and "off stage" ( not working).
The emphasis of Disney's approach is simple: make people happy. But beyond
that simplicity is a strategy based on hard work, attention to detail and
exceeding the customer expectations. Disney's approach to entertain guests
can be summarized in four principles taught at Disney University.
Know your customer. Disney maintains guest information in areas such as
demographics, evaluation of current marketing strategies, attraction
evaluations, payment preferences, sensitivities and the economy. Who then
take corrective action to resolve any problems. Disney also hires
professionals to attend and evaluate the theme parks.
Empower your employees and treat them with care. Disney provides a
positive work environment to make employees happy; happy employees enjoy
providing quality service.
Built delivery systems to ensure quality service. Front line employees at
Disney's theme parks have the authority to resolve customer problems;
customers can ask questions by using telephones placed throughout the park
that are connected to a centralised question-and-answer line.
Create a simple service theme that can be understood by everyone. Disney's
theme is: "We create happiness by providing the finest in family
(Sourced: Dibb, Simkin, William and Ferrell (2001) Marketing Concepts and
Strategies, Fourth European Edition. Houghton Mifflin Company, USA.)