And, you must be vigilant in deciding what and how to measure.
Measuring customer satisfaction is dangerous.
Measuring customer love is harder, and exponentially better.
At Disney, we measure the four key drivers to Guest Satisfaction but only share the percent excellent with our Cast.
If we included all the “good” and “very good” ratings, we’d lull ourselves into a false belief that our Guests (and Cast) love us.
Good and very good aren’t good enough.
Not for love.
For love, your customers must feel some emotional connection and an undeniable commitment from your organization that they mean everything to you.
PS. To make our lives challenging, there are things that can be measured that don’t matter, and things that matter that can’t be measured. Satisfaction can be measured, love, not so much. Generally though, love can be measured by repeat visitation and intent to definitely recommend.
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He struggled with many things, like the rest of us.
Yet his ability to see the most important things clearly, and see a better tomorrow, made him the Customer Service legend he is today.
Ever notice how things at Disney Theme Parks look so fresh, new, like day one? It’s a philosophy that comes directly from Walt. Walt said…
Those sharp pencil guys tell you, ‘Walt, if we cut down on maintenance, we’d save a lot of money.’ But I don’t believe in that; it must be kept clean and fresh. – Walt Disney
To Walt, the goal is clear, concise, and compelling…
To compellingly connect emotionally you must communicate his message of happiness through a pristine setting.
Day one refers to the vision, drive, commitment, passion, energy, and hope (the very first day you launch your company) that your product or service will change the lives of many people – possibly enough people to influence the world.
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Yesterday i wrote about the Guest arrival experience in the 1970s.
We pick up today where we left off – on the Park side of the turnstiles – officially inside Disney’s Magic Kingdom Theme Park.
There are two tunnel-like entrances to choose from.
One on the far right and one on the far left.
And in between is the giant flora Mickey Mouse face, made from flowers.
This is an emotional greeting and a fantastic gateway to the other side.
You see, there’s an earthen berm around Magic Kingdom – a curtain if you will, to build the anticipation for a show that’s going to start as soon as you pass through it.
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