The Experience
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Оглавление
Loeffler Bruce. The Experience
FOREWORD
ACKNOWLEDGMENTS
PART I. PRESHOW (SETTING THE STAGE)
CHAPTER ONE. THE EXPERIENCE PATH WHY WE WROTE THE BOOK AND HOW TO USE IT
Why Ambassadors?
Why Disney?
CHAPTER TWO. THE “I. C.A.R.E.” PRINCIPLES
Do You Care?
CHAPTER THREE. FIVE LEVELS OF THE EXPERIENCE WHAT LEVEL ARE YOU?
What Level Are You On?
Motel “X”
The Staggering Results
Why Are the Levels Important?
Now What?
PART II. ONSTAGE (THE CUSTOMER INTERFACE)
CHAPTER FOUR. PRINCIPLE 1: IMPRESSION
IMPRESSION 1.1: ENGAGE
IMPRESSION 1.2: INTENTIONAL
IMPRESSION 1.3: SENSES
IMPRESSION 1.4: EMOTION
IMPRESSION 1.5: PRESENTATION
IMPRESSION 1.6: PROFESSIONALISM
IMPRESSION 1.7: PRISTINE
IMPRESSION 1.8: PRIDE
IMPRESSION 1.9: LIKEABILITY
IMPRESSION 1.10: CONSISTENCY
CHAPTER FIVE. PRINCIPLE 2: CONNECTION
CONNECTION 2.1: COMMUNICATION
CONNECTION 2.2: DELIBERATE
CONNECTION 2.3: PERSONALIZE
CONNECTION 2.4: AFFIRMATION
CONNECTION 2.5: KNOWLEDGE
CONNECTION 2.6: INTERACTION
CONNECTION 2.7: RESPECT
CONNECTION 2.8: TRUST
CONNECTION 2.9: RELATIONSHIP
CONNECTION 2.10: FINISHING
CHAPTER SIX. PRINCIPLE 3: ATTITUDE
ATTITUDE 3.1: IDEALISM
ATTITUDE 3.2: CHOICE
ATTITUDE 3.3: DESIRE
ATTITUDE 3.4: YES
ATTITUDE 3.5: HAPPINESS
ATTITUDE 3.6: OPTIMISM
ATTITUDE 3.7: EXPECTATIONS
ATTITUDE 3.8: PERSISTENCE
ATTITUDE 3.9: OWNERSHIP
ATTITUDE 3.10: ILLUMINATION
CHAPTER SEVEN. PRINCIPLE 4: RESPONSE
RESPONSE 4.1: DETAIL
RESPONSE 4.2: ENGAGEMENT
RESPONSE 4.3: URGENCY
RESPONSE 4.4: INSIGHT
RESPONSE 4.5: EMPATHY
RESPONSE 4.6: PROCESS
RESPONSE 4.7: ADAPTATION
RESPONSE 4.8: VALIDATION
RESPONSE 4.9: ANTICIPATION
RESPONSE 4.10: RECOVERY
PART III. BACKSTAGE (THE INTERNAL INTERFACE)
CHAPTER EIGHT. PRINCIPLE 5: EXCEPTIONALS
EXCEPTIONALS 5.1: CULTURE
EXCEPTIONALS 5.2: EXCELLENCE
EXCEPTIONALS 5.3: ETHOS
EXCEPTIONALS 5.4: ACCOUNTABILITY
EXCEPTIONALS 5.5: TEAMING
EXCEPTIONALS 5.6: INVESTMENT
EXCEPTIONALS 5.7: TRAINING
EXCEPTIONALS 5.8: DEVELOPMENT
EXCEPTIONALS 5.9: EXTRAORDINARY
EXCEPTIONALS 5.10: ENJOYMENT
CHAPTER NINE. FINALE: THE ONE LEVEL CHALLENGE WHAT ABOUT YOU OR YOUR COMPANY SAYS, “I. C.A.R.E.”?
The Next Level
Leave the World Behind
INDEX
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Отрывок из книги
Few companies truly understand the value of creating a great customer Experience – and no organization has ever done it better than Disney. More than any other vocational encounter, Walt Disney World left an imprint in my mind and on my life. As one of the original cast members at Disney World in 1971, and during my 25 years as a member of the management team, creating an Exceptional Guest Experience was the foundation of our culture, as it still is today. We set out to build the “Happiest Place on Earth” and to design an Exceptional Experience like no other company in the world. I felt honored to be a small part of Disney's success.
“We work while others (our guests) play” was the motto we lived as we created a destination for guests around the world looking to escape their day-to-day routines for a world of fantasy, family, and fun. As a manager in the Merchandise Division for Walt Disney World and later the Disney University, it was part of my job to help instill the importance of building an incredible experience for our Disney guests through encouraging the idealism of service above expectation. I've long felt that someone needed to write a book and reveal the principles of excellence used to build an Exceptional Guest Experience…and now they have.
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The stores we've come to know as big box retailers are losing customers by the droves. And most fail to recognize that their inability to create a positive experience is the problem. Unless we fix the holistic service problem – the total Experience – businesses will continue to see a steady decline in customers and therefore in revenue.
As mentioned in Chapter 2 , our independent study of more than 500 U.S. organizations found that more than 60 percent of all customer service provided in America is average or worse (Toxic). Consumers are tired of paying for mediocrity that could easily be improved with a modicum of effort on the part of leaders and employees who care. We have discovered that every store, supermarket, car dealership, hospital, fast-food restaurant, hotel, airline, financial advisory firm, bank, and church fits into one of five levels of the Experience hierarchy.
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