Guests at Disney's theme parks, resorts and
other outlets often comment on three aspects of
Disney's service: cleanliness, quality and
friendliness. Disney's recognizes that it has an
energetic, loyal audience with high
expectations. Meeting these expectations require
more than just adherence to a policy manual.
Disney executive realize that they can't
possibly supervise all their employees all the
time., so quality must be ingrained in the
organization's culture. Quality service becomes
a way of life in the company; employees follow
the guidelines implicit in the culture. For
example, Disney University in Orlando puts new
theme park employees through an intensive three
day training programme to familiarize them with
Disney practices, the company's history, its
mission an objectives and its emphasis on
quality service. Disney theme park employees
routinely converse using the Disney language of
"guest", "cast members", "on stage" (working),
and "off stage" ( not working).
The emphasis of Disney's approach is simple:
make people happy. But beyond that simplicity is
a strategy based on hard work, attention to
detail and exceeding the customer expectations.
Disney's approach to entertain guests can be
summarized in four principles taught at Disney
Know your customer. Disney maintains guest
information in areas such as demographics,
evaluation of current marketing strategies,
attraction evaluations, payment preferences,
sensitivities and the economy. Who then take
corrective action to resolve any problems.
Disney also hires professionals to attend and
evaluate the theme parks.
Empower your employees and treat them with care.
Disney provides a positive work environment to
make employees happy; happy employees enjoy
providing quality service.
Built delivery systems to ensure quality
service. Front line employees at Disney's theme
parks have the authority to resolve customer
problems; customers can ask questions by using
telephones placed throughout the park that are
connected to a centralized question-and-answer
Create a simple service theme that can be
understood by everyone. Disney's theme is: "We
create happiness by providing the finest in
(Sourced: Dibb, Simkin, William and Ferrell
(2001) Marketing Concepts and Strategies, Fourth
European Edition. Houghton Mifflin Company, USA.