Jamal breaks down Disney's four customer service principles: Safety, Courtesy, Show, and Efficiency. Learn how the company applies them in parks and online, from safety training to MagicBand photo services, and how your business can do the same.
Questions this video answers
It "dates all the way back to the 1960s."
Over 10,000 applications each year.
A 19% lift in customer satisfaction (attributed in-video to a tweet by "Jack").
Wait times decreased by 25%.
Chapters
What's up everyone? It's Jamal from HubSpot. And today we're going to see how Disney's famous customer service philosophy has helped make it one of the most beloved brands in the world. You love Mickey. Don't try to deny it. Check the description below for our customer journey map template and be sure to like this video and subscribe to the HubSpot YouTube channel. Disney's customer service model is considered by many to be the gold standard. Books have been written about how Walt Disney built a brand known worldwide for taking care of its customers. I know you don't have time to read, so I want to break it down real quick. Disney's customer service model is built on four basics. Safety, courtesy, show and efficiency. This easy to understand model dates all the way back to the 1960s, and it's just as effective today. That's because Disney has worked hard to adapt those four basic principles into the digital age. Let's take a look at some examples for each. First, their safety. Disney understands that their theme parks are places where lots of kids are running around, not a care in the world, bandages flying off their elbows, not going to going this direction and that just vectors of both fun and disease. And every parent knows that an excited child can turn into an injured child very quickly. That's why Disney's number one policy, above all others is safety first. And staff are trained to always be on the lookout for hazards and do what they have to do to prevent accidents, even if this means violating other rules of customer service. Disney has a whole series of videos about safety starring Timon and Pumbaa from the Lion King. These videos are shown at Disney theme parks, resorts and cruise ships all over the world. They're also available for everyone on the Disney Wild About Safety website. There's even a safety video game kids can play online. Now you might be thinking to yourself, my business has nothing to do with kids and is completely digital. How does safety even apply to me? Well, if you offer any sort of online service, your customer's safety comes down to security and privacy. Protecting those things is fundamental to customer service. If your customer's online security is compromised, all of the accommodations in the world are probably are not going to bring them back at that point. Just like Club Penguin, it's not coming back, you know. Which brings us to the next customer service. Basic courtesy courtesy extends to every customer interaction, from greeting with a smile to solving issues and complaints. To maintain that level of service, Disney developed its seven services guidelines. Named after the seven doors from Snow White. These Service guidelines include things like be like happy, make eye contact and smile, and don't be dopey. Thank every guest. My favorite one is be sure to say something nice to Jamal in the comments. And if you want to take a closer look at all seven service guidelines, check out the link to the blog post in the description below. One of the ways Disney achieves courtesy digitally is by running a dedicated guest services Twitter account where mentions are constantly monitored and DMs are always open. Twitter is great for any business because it can be implemented without having to invest in additional technology, and Jack himself once tweeted that companies that use this platform for support see a 19% lift in customer satisfaction. Disney also runs a community program, Plandisney from called Disney Moms, which receives over 10,000 applications each year from Disney enthusiasts who are eager to offer their expertise on planning Disney vacations in exchange for perks like theme park discounts and invitations to exclusive Disney events. Any business should consider setting up an advocacy program that encourages delighted customers to contribute support on public platforms. A well moderated discussion board is a great way to empower your users to offer their own personal brand of customer support, often with much more speed and accuracy than even the most well run customer service department. At the very least, be sure that all customer service inquiries receive an auto response to tell the customer when they can expect a reply. It's the courteous thing to do. And be sure to leave time in your schedule to monitor social media and reply to anything that needs your attention. HubSpot's social media management software has a tool for tracking keywords to make monitoring easier, and it records each interaction in your HubSpot CRM so you have contextual conversations and can report on social media roi. There's a link? Nah, you already know where the link is. It's in the description. I couldn't help it. Disney's third customer service principle is show, or as a sleepy dwarf would say, create dreams and preserve the magical guest experience. For Disney, this means staff must always stay in character when in public spaces. No one wants a kid to be traumatized because the actor playing Goofy took off his head in the middle of Main street, usa. Your human face is ruining the brand of Disney. The concept of show relates to most businesses by maintaining brand standards for all visual materials as well as the voice and tone of all messaging. Another way that Disney sustains the magical guest experience is by deploying hundreds of photographers around the park to capture your visit. This program was created so that guests can leave their own camera and phones in their pocket and really enjoy their time spent in the park. Photos of guests are made available to download via the Disney Magic Band that each visitor wears on their wrist. Yeah, embarrassing. It also keeps people from bumping into each other while looking at their phones. Like Disney bumper cars, but without the cars. The MagicBand also allows for some serious solutions to the fourth and final Disney customer service principle. Efficiency. When Disney replace entry tickets with Magic Band scanners at the gates, wait times to get into the park decrease by 25%. Guests can also use their Magic Band to charge purchases, eliminating the time it takes to fumble around for a wallet like like a noob. Like you don't know what you at restaurants, guests can order ahead on the Disney app, then arrive and grab any table. The MagicBand tells the staff where they are seated and the food comes right out. Disney also uses tracking to inform guests of wait times for rides, and it lets management know what parts of the park are busy and might need additional staff in real time. And here's my favorite part. Kids sign up to me their favorite Disney characters. Then the characters can find the Kid using the MagicBand Tracking and Greet that kid with his or her own name. I honestly can't wait for this to be a thing in other parts of life. A random stranger just coming up to me and saying hello Jamal. And me just being like you found me. I don't have to tell you how important efficiency is to any business, but anytime you can remove friction from the customer service experience, just know you're doing it like Disney. If you want to take a deep dive into Disney's model on customer service, the company offers online training courses through their Disney University also offers consulting services that any business can hire to elevate its own customer service. Or you can check the links in the description below to sign up for HubSpot Academy's free online course on inbound service fundamentals and use our free customer service planning template that will help you create your own customer service manifesto. Then turn that manifesto into customer service reality. So subscribe to the HubSpot YouTube channel and get ready for more videos about optimizing your sales service and marketing. And prepare for your brand to be as big as as Mickey Mouse or Goofy if he doesn't take his mask off and traumatize the kids. Until then, I'll see you next time there's a link. You already know where the link is. It's in the description. Please go look at it right now. I'm not even kidding. Click off this video. We don't even care about the engagement rate just going to.
