Disney Shows Us What Choosing to be Great Looks Like
I am a big Disney fan, not just the theme parks or their movies, but what Walt Disney created through his attention to detail and ideas of guest services. Walt did sweat the details, and it is entrenched in their culture. In many ways, this continues to show through in anything Disney does, but it may be most apparent when you visit any of their theme parks.
I have recently spent some time at the California Disney parks - Disneyland and Disney’s California Adventure. It never ceases to amaze me how someplace so big, with some many people, can continually deliver such an extraordinary experience. The attention to detail is second to none, especially at this scale.
They create the story
One of the things that Disney does best is to create the environment and story that you are in right where you are. When you visit Fantasyland, there is no question you are in Fantasyland. The colors are different, the music is different, and yes, even the smells are different. You will not see characters that do not belong to Fantasyland walking through or hanging out there. Princes and princesses only here. The music you hear will be specific to the ride or area you are in to ensure that you are fully immersed in that story.
In contrast to this, I was also recently at a Six Flags park on the east coast. While also relatively clean and undoubtedly fun, it does not have the same feeling and immersion into the story. They have plenty of ‘themed rides,’ but outside of a sign and some props, you do not feel as though you are part of the ‘Batman’ story. While minor, I did notice while standing in line for a ride that you could hear music from two different ‘stories.’ There was the music that was meant for the ride we were queued for, but you could also hear the music from the general theme park. Suddenly you realize you’re just in another line and not part of something unique to you at that moment. That doesn’t happen at Disney.
On stage
Ask any cast member or former cast member, and they will tell you that when they are in the park, they are on stage. They all have a role to play in a bigger production. Whether you are picking up trash (which is nearly a magic trick in a place where tens of thousands of people move about for twelve to fourteen or more hours every day and the place stays nearly spotless), serving food, or operating a ride, you are a character among many that is there to serve and create an experience for the audience.
What might this look like for your environment? Disney pulls from the same pool of applicants that other retailers and foodservice providers do. That cannot be the differentiator. It can be a choice to set high standards and then practice them every day. If you read stories about the early days of Disneyland, especially day one, it was not what we see today. It took commitment, training, and ongoing practice to make it the unbelievable experience we have today at any of their parks. Making the details important to your team and helping them see the difference those details make can lead to a completely different experience in your store.
Regardless of your overall company culture or expectations, you have a choice in your store. You can make the experience whatever you want it to be. It is why I can visit stores inside my company or others and see great stores and poor stores. I know we give each store the same resources based on their specific attributes, yet some excel with that, while others struggle. It is a choice. Leadership matters. Teamwork brings it to life.
Seeing what great looks like is always helpful in defining a plan to reach new levels. Disney is a consistent example of what great looks like, especially from a customer experience standpoint. Few things they do cannot be replicated in some capacity. It is merely a choice to dedicate yourself to leading at that level. It is not easy, but it can be done. Ritz-Carlton is another excellent example. Chick-Fil-A-a does it in the fast-food industry and is not a luxury business. It can be done - you can create your own Disney-like experience in your store or business.What can you do to create your own Disney-like experience with your team?
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