Customer Experience, The Disney Way


Mickey Mouse - Sorcerer's Apprentice - magic wand

Imagineering a magical customer experience for its guests at its parks worldwide, other companies have been eager to find out how Disney does it. Cue The Disney Institute, which has been so successful with its annual Customer Experience Summit for professional development that it’s holding two CX conferences in 2018.

Registration opens on January 3rd for the first event, taking place May 7-9 at the Grand Californian Hotel and Spa at Disneyland Resort in California. The second event: August 27-29 at the Grand Floridian Resort and Spa at Walt Disney World Resort in Orlando, with registration opening April 3rd.

Each Summit offers insight-based methodologies to empower organizations, enable cultural transformation and help create lasting change. From one of the world’s most experienced and trusted brands, its models for designing and delivering a superior customer service experience are more magical than ever.

Highlights include:
· Disney executive keynote speakers who educate and inspire
· Facilitators who guide attendees through exciting and immersive illustrations that bring business models to life
· Behind-the-scenes field experiences that bridge business insights with real-world applications to make learning impactful and memorable
· Business-neutral models based on time-tested best practices of Disney Parks and Resorts
· Alumni status, which grants future access to specially-priced Disney Institute products
· Engaging networking opportunities
· “Unexpected Disney surprises.”

In a recent blog post, Customer Experience 101: Why Everyone Benefits When You Keep Your Ears Open, Bruce Jones, Senior Programming Director, Disney Institute notes, “when leaders demonstrate intentional listening, great things can happen.

Disney Customer Experience Summit 2017

“Here’s a Disney story that I believe brings this idea to life: Every day at our Disney parks around the world, Guests gather in large numbers to watch the parade as it travels along a special route through the park. But, during this time of day, our custodial Cast Members can find it challenging to access and empty the trash cans located along the parade route because they would sometimes have to displace or disturb Guests who were gathered around the trash cans to watch the parade as it passed by.

“While it’s important that we keep our parks clean, and that our Guests have an enjoyable experience, it’s also important that our Cast are able to perform their duties safely and efficiently. So, with a little collaboration and creative thinking we found a solution.

“The solution turned out to be a redesign of the trash can door access which included repositioning the doors to face the street and providing spring-loaded latches that open when the Cast push on the doors.

After several redesigns and testing in the park environment, the new easier-to-access trash cans have improved the experience for everyone, and promoted innovation and communication among our Cast. This solution has proven to be a great success and continues its initial rollout in our California parks.”

Constant improvements, big and little, are just one example of Walt Disney, and his properties’, attention to detail and creating a seamless guest experience. In the words of Walt Disney, “Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world.”

That spirit has not only created a magical experience for visitors but also for employees. For the second year in a row, Disney has been ranked No. 1 within the entertainment industry on Fortune’s list of “World’s Most Admired Companies” for 2017. The Company was No. 5 overall, with 2017 marking the fifth consecutive year that Disney has been in the top 10.