Disney #41480 Women’s Mickey Mouse Watch

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Considering basic service characteristics of intangibility, inseparability, perishability, and difficultness of standardization, I am systematically impressed by the way Disney handles their approach to service.

Disney builds a brand effigy not only with the positioning and differentiation of their a great deal of hotels and restaurants, but also through their employees. All workers are considered Cast Members; an essential and integral part of their service beyond expectations.

Many years ago I worked as a Cast Member at Disney World Orlando. The company is meticulous with regards to image. There are thick manuals that detail precisely how a Cast Member must appear, including dress, jewelry, body piercings and markings, hair style, and so forth. Their effigy sells.

The Disney Service Brand Starts with their Cast Members

I compare and contrast my Disney World training to:

(1) My primary occupation in the hospitality industry as a front-desk clerk while in my freshman year of college

(2) Working for Holiday Inns of America and company founder Kemmons Wilson in Memphis for the duration of graduate school (the Holiday Inn brand is now owned by InterContinental)

(3) In recent years owning and converting two Hilton brand hotels near Orlando to condo hotels. This later involvement with service issues and tactical selling was, of course, from an owner’s perspective.

Disney is veritably superior in supplying service. Why? Because they instill a PASSION for their corporate culture and a PASSION for service that I believe is seldom matched by any company. In fact, it is my faith that Disney Service has become a real and recognized brand unto itself.

There is Great Service and then there is Superior Service

I have experienced over the years splendid service at Four Seasons, Ritz Carlton, St. Regis, Peninsula, and other top rated, world class hotels. Yet, personally taking part in required “Traditions” training at Cast Member Orientation, and learning when it comes to Steam Boat Willie; Walt’s dreams and persistence and never-give-up spirit, was a veritably eye-opening experience.

Disney training gradually imparts personal consistency and the necessary passion for excellency that one must have when personal chips are down; but the curtain does go up, and the Show Must Go On.

I was once again lately astonished by service from the Big Mouse. I had to call the Disney Vacation Club [http://edisneytimeshare.com] Contracts Processing section at Celebration, Florida in regards to a timeshare interest we are closing for customers. I interchanged emails and spoke with three dissimilar ladies. None of them had ever spoken with me before and did not recognise me. Every one of them had a huge smile in their voice and treated me like I was the most necessary thing that had crossed their existence all week.

I Keep My Cast Member Badge Handy

When I hung up I was reminded of why I still keep in my desk drawer my Cast Member badge and my Traditions training booklet. They are ceaseless reminders of how service will have to be performed (no pun!).

I personally strive to deliver Disney Service each day. I want all our staff to perceive the importance of and faith in this genuine, service with a smile mind-set. No fluff. No fake. Just the real deal. Ultimate business success in the hospitality industry always has and always will get started with and end with a hotel’s staff, and their customer’s perceptions of the one-on-one service provided.