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Curtis Staggs
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Curtis Staggs   My Press Releases

Service Quality, Disney Style

Published on 12/23/2015
For additional information  Click Here

The article entitled “Service quality, Disney Style" by Scot Paton did a great job of explaining why Disney has such an edge in service quality. It really begins with their mindset about what quality is, who is responsible for it, and how to get the job done. Everyone knows that Disney is a phenomenon, but there is a reason that they are the leader. They do things different.

The differences start with Disney’s word selection and the culture that’s created. Disney chooses the words “cast member” over employee. They prefer to say “guest” over customer. These things are done by design to alter perception and improve quality service. In the hiring process or as Disney refers to it as “casting.” Disney frames this selection process as an audition. The atmosphere is theatrical and prospective cast members are shown videos explaining the interview process and company expectations. These changes to the normal paradigm of hiring raise the bar for quality hiring decisions. Disney begins sorting people before the interview ever starts. As the article states, “Quality cast members are a direct result of quality hiring practices.”

New cast members then attend their first of many programs at Disney University called “Traditions.” They learn Disney history, the basics of being a good cast member and how to exceed guest expectations. Disney created the first corporate university and it is still one of the largest; because of this university, Disney’s 42,000 cast members have constant access to world class training online. This culture of education and constant improvement permeates Disney.

DU does not offer specific quality courses; instead quality service is built into every course. Disney does not have a quality director or vice president of quality, it has 42,000 of them. Everyone at Disney is responsible for quality service. Upper management is just as responsible and likely to bend down and pick up trash in a Disney park as an hourly cast member. This level of leadership helps to keep cast members highly motivated which provides good experiences for guests.

Disney is now exporting quality service around the world. Businesses in all areas have recognized Disney’s achievements and want to emulate their successes. Over 500,000 people have been trained in Disney’s ways in the last 10 years. Valerie Oberle, VP of Business Development for Disney says, “If we can contribute to any industry that is interested in hearing about what we have to say and can take what we have learned and apply it to their business, and improve the quality of service, then we've improved the overall reputation of the country." Disney, the master of quality service, is transforming the business landscape from sea to shining sea.

Curtis Staggs

 

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