I’ve recently returned from a family holiday to the US that involved more than a few days at the Disney theme parks. To be perfectly honest I was not looking forward to this – and it was very much for the benefit of my kids. I can’t think of much less appealing than a group of Americans wishing me a nice day repeatedly. How wrong I was.
I’m left wondering what it is in the American culture that causes the “service” to be truly caring. I don’t think a single American said “have a nice day” to me whilst I was there. But almost everywhere I went I felt my business was truly valued and appreciated. Those doing even the most mundane of jobs seemed to care and appreciate my business. Everyone appeared to care about the customer experience.
It’s difficult to put your finger on the “what.” It didn’t matter whether it was the security guard who searched your bags as you entered a Disney park. Each visitor was greeted with a never ending and unique variation of “you guys have a magical day won’t you.” What’s more is you truly felt they meant it. Then there were the street cleaners who checked you were enjoying your day as you walked through the park. The most amazing bit is you felt as if every member of staff meant it and truly cared. Indeed, I recall suggesting to my wife that each Disney employee must be paid a bonus for each crying child they managed to find and cheer up!
So what is the magic they have? It seems to be something in the culture. I noticed they didn’t have staff at Disney, but “Cast Members.” They consider each person’s contribution, whether they are serving tables, cleaning the toilets, or driving the bus just as important as the managers, accountants and directors who run the place, or the actors who star in their productions. It’s the culture. They have an experience where every person genuinely cares about the customer experience. Not that is truly magical.
I know at my business at Hunt4Staff.com we aspire to achieve something close. But here in the UK it is almost as if there are a range of job roles we regard as beneath us and demeaning. Perhaps jobs more suited to someone less intelligent than ourselves? I can’t help feeling if the UK is to have a magical future and start seeing the economic growth we aspire to, that we as a nation could learn a thing or two from our cousins across the pond!
You have a magical day now!
- Taking the Disney Guest Experience to the Next Level by adding My Magic+ (chipandco.com)
- Your Effort = Less Customer Effort = Magical Customer Experience (mycmgr.com)
- 10 Great Customer Service Quotes (customerthink.com)