Читать книгу The Experience - Loeffler Bruce - Страница 13

Disneyland is a show!

– Walt Disney

Every customer has an Impression of every encounter experienced, and can describe and file each of these Impressions under one of three classifications: positive, negative, or neutral. Though “neutral” might seem like the absence of an Impression, it is every bit as critical as “positive” or “negative.” It says that the company did nothing to distinguish its service or itself from its competitors. Average never inspired anyone. The individuals and the companies who provide indifferent or mediocre service leave the Impression that you are simply not important enough to them.

The Impression is so important because it is the epicenter that drives every inflection of the customer relationship. Every time a customer has any type of contact with any aspect of your business, the customer forms an opinion. If you research behavioral science, you know that opinions usually result in actions. Impressions form opinions, and opinions form actions, whether positive or negative, purchase or pass, or return with family or never visit again.

If you research behavioral science, you know that opinions usually result in actions. Impressions form opinions, and opinions form actions, whether positive or negative, purchase or pass, or return with family or never visit again.

Impressions are often driven by an organization's culture: who we are, what we stand for, and how much we care. As the saying goes, “People don't care how much you know until they know how much you care.” Impressions are the template of how much an organization and its people really care. Disney has become the expert at creating exceptional Impressions at every juncture of the Experience at a Disney theme park. And its secret, from the painted cement symbolizing a red carpet at the entrance to the warm and friendly smiles at exit, is an unflagging resolve to cause the best Experience possible for its guests.

Intentional Impressions

Disney operates according to the maxim that virtually everything the public or the customer sees must be choreographed and finely tuned. This is why about 90 percent of everything a cast member (employee) at any Disney park does is planned, scripted, and well rehearsed. What Disney is creating – and what your organization must realize – is that it is part of the bigger picture, or, as Disney would call it, part of the show. Every successful “show” and every successful company is a success primarily because it is designed to be a success. We get into trouble when we leave things to chance or are ill prepared.

Think of a Broadway play or musical. How does the cast and crew put on the same show, night after night, year after year, and keep it consistently exceptional every performance? They do it by selecting the right people, setting standards of performance, training repeatable skills, and expecting levels of consistent excellence in every encounter, every time. Creating positive Impressions of your business is no different than a Broadway show or Walt Disney World.

Bruce, who was with Disney for more than 10 years, had the privilege of being part of the performing group, “Kids of the Kingdom” that performed in front of Cinderella's Castle in the hub at Walt Disney World. The show lasted 25 minutes. Prior to ever performing, the cast would rehearse and rehearse and rehearse in the Production Center day after day. One day Bruce calculated how much time was spent rehearsing. He was surprised to discover that they rehearsed seven hours for each minute they were onstage. The key is to develop people to become professionals who can demonstrate repeatable skills on a consistent basis. This means that Impressions are both the natural and repeatable skills that we train and expect our people to deliver on a consistent basis.

The Differentiator

Those individuals and the companies that are different, better, and unique are this way because they're able to differentiate their people from their competitors'. Consider a typical bank, for instance. All banks and financial institutions are heavily regulated by the U.S. government. In essence, there is virtually no difference between Bank A, Bank B, and Bank C other than a few basis points here or there. This means that the only real difference is in the Experience and the people. The attitudes, level of service, and personalization they provide are what create or destroy the Experience – and are the ultimate differentiator.