Forget Princesses and Parades: Personality is the Real Magic Behind Disney’s CX - mattersight - ContactCenterWorld.com Blog
Ed. – As one of Mattersight’s Training and Adoption team managers, Jackie Cheron is a (literally) certified expert on personality. She’s also a massive Walt Disney World fan and frequent visitor. In our continuing series on CX through the eyes of Mattersight employees, Jackie shares her unique perspective on why a trip to Disney offers a customer experience like no other.
Known as the “Most Magical Place on Earth,” Walt Disney World in Orlando, Florida attracts over 52 million visitors annually. But what exactly is the “magic” behind the Disney brand?
As with so many things in business and in life, it’s a matter of personality.
We often discuss how quality customer service can (and should) be tailored to meet the needs of each personality style. The Walt Disney Company has perfected the art of providing an excellent experience to ALL guests and ALL styles at once! It’s a rare feat, but also one that any company invested in providing a great customer experience can learn something from.
As an Organizer, I am logical, responsible and organized, with a preference for planning and efficiency. I sometimes surprise people with my affinity for the Disney parks. I visit 2-3 times each year (I live in Chicago!) and can often be found assisting people in planning their first visit. Of course, my suggestions are always backed by data, facts and figures.
For me, the consistently superb customer experience is something I can rely on. One less thing left up to chance. I can plan on quick assistance, accurate information and effective processes. Even the dependably cheery demeanor of the cast members means I don’t have to be on edge preparing to do battle. Organizers cope with the world by planning. We tend to contingency plan for all possible outcomes. When I know I don’t have to be prepared for as many variables, I can allow myself to enjoy and live in the moment. And that’s magical!
>> RELATED: Learn more about the 6 personality styles of your customers and employees
My most frequent Disney partner is my mom, Leslie, who’s an Advisor. Advisors are motivated by beliefs, values and judgments rather than facts and data, and believe there is a right way to treat customers. Respect and recognition of their loyalty and commitment are paramount. My mom believes:
“It’s the best place to immerse yourself in a whimsical and imaginative atmosphere. You can detach from reality but in a comfortable way… They are committed to making your experience magical; there are so many tiny details no one else thinks of but Disney does. In 45 years, they’ve maintained the same standards for service, if not raised them. I only know of their every day treatment of customers, not the actual customer service department, because I’ve never had an issue. That’s the true test of an organization’s views on the customer experience.”
My Mom completely trusts Disney to provide her and her family a great experience. From an Advisor, those are high marks.
My Mom and I are often joined by my sister Talia, a Connector. For her, the Disney magic is all about the shared experience. Connectors are warm, caring and people-oriented. They tend to be genuinely happy as long as those they care about are happy. Connectors also have highly developed sensory needs – they are more intrinsically satisfied by the sights, smells, and feelings around them than other styles. Here’s what Talia says about her Disney experience:
“I love the Disney themes because they remind me of the Disney movies I love – especially the classics from when we grew up like Beauty and the Beast, Little Mermaid, The Lion King. I love how things don’t get old. We can go a million times and still go back to the same parks and do the same “dumb” rides and attractions and have just as much fun. Knowing the parks so well makes it easier to navigate and decide what to do when because we know exactly what we like to do in each park. I love seeing characters still and how everyone is so smiley; they seem genuinely happy to be there and that’s contagious.”
Note the frequent use of “we” in my sister’s response – Disney is that much more magical because we can experience it together. Disney’s consistency and attention to detail keeps her connected with happy childhood memories.
>> FREE REPORT: Are customers feeling the magic in your CX?
When asked about his favorite vacation (for a recent, unrelated project), my fellow Mattersight team member Patrick, an Original, said, “It has to be taking my kids to Disney. It was cool to see how excited my older daughter was when she saw everything the first time. Plus now they serve beer at most of the parks so that makes the crowds bearable…”
Originals are fun, spontaneous and playful – out-of-the-box thinkers and creative problem solvers who have an innate ability to see things just a little differently than everyone else. They get energy from a stimulating, interactive environment and prefer things to be light and fuss-free. Patrick has been known to drink his way “around the world” in Epcot’s World Showcase while the grandparents take care of the kiddos.
Here’s what Patrick had to say about Disney’s service and what makes them great:
“They’re totally over the top! I really can’t think of a bad experience. Waiting in lines, but obviously you’re gonna run into that. I’ve done different events like the marathon and stuff there and it’s above and beyond what you would expect and they always have their stuff together. Makes it a hell of a lot less stressful, especially when you’re somewhere that has ridiculous crowds and that’s pretty stress-inducing because you’re dealing with a lot of stupid people… the fact that the employees are over-the-top accommodating makes it that much better.”
Disney does the hard work for you so you can kick back and enjoy your vacay. Doesn’t get much better than that for an Original!
Disney’s rigorous standards for excellence touch something in all Styles. It’s one aspect of a vacation experience that is never left up to chance, truly making Walt Disney World the place “Where Dreams Come True.”
Image: spatuletail / Shutterstock.com
Publish Date: August 26, 2016 5:00 AM
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