Walt Disney once said, “Whatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do.”
In today’s increasingly competitive global economy, that advice is more important than ever. No longer is it good enough to simply offer good value or a great product alone. While these will always be necessary conditions for success, today they are simply the ante to get in the game!
In order to truly continue to stand apart from your competition, today’s biggest business opportunity could very well be your organization’s ability to consistently deliver an exceptional customer experience (CX).
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CX can be a game-changer—one that spans all industries and organizations. In fact, the Conference Bard CEO Challenge 2017 survey shows that CEOs clearly understand the need to be more customer-centric: “Today, companies compete as much on customer experience as they do on product and price.”
At Disney, in our theme parks and resorts, we’ve been striving to perfect our customer experience over the many decades since Walt Disney founded the company—attempting to do things so well that our guests want to come back and see us do it again and again. And CX continues to be something our leaders think about each and every day. That’s why, later this year, we’re hosting the Disney Institute Customer Experience Summit—to provide a learning forum for business professionals from around the world who are equally focused on delivering exceptional CX.
So how can you and your organization start to think differently about refining your CX? Here are three Disney principles that any organization can leverage to achieve their own CX goals:
1. Create an organizational common purpose. The essential foundation on which all other service decisions can be developed, a common purpose is a succinct explanation of what you want the customer experience to be at the emotional level. It represents to all employees what you stand for and why you exist, and it is the primary tool for getting everyone “on the same page.”
2. Understand your customers holistically. Your knowledge of the customer must extend far beyond the boundaries of traditional service criteria. Truly understanding their needs, wants, and expectations is key to creating personalized interactions. As we have found, listening posts provide a customer-centric mechanism that companies can use to assess the customer experience and immediately identify areas where customer expectations are (or are not) being met and exceeded.
3. View exceptional service as an economic asset rather than an expense. The return on investment associated with lifetime customer relationships often justifies the short-term costs associated with designing and delivering exceptional service experiences.
In times of significant change, stronger innovators inevitably outperform their peers, so keep an eye on the future and ensure your CX does not become a commodity.
Think about it: How big are your organization’s customer experience goals? Then consider attending the next Disney Institute Customer Experience Summit to learn new ideas and time-tested principles for delivering exceptional CX from one of the world’s most trusted brands.
About Disney Institute
As the trusted, authoritative voice on the Disney approach to customer experience, Disney Institute uses business insights and time-tested examples from Disney parks and resorts worldwide to train business leaders and professionals to help them improve their own organizations. For nearly three decades, Disney Institute has helped professionals positively impact their organizations and the customers they serve by focusing on key topics such as customer experience, leadership excellence, quality service, and employee engagement. Unique to Disney Institute learning experiences is the opportunity for participants to go behind the scenes in a “living laboratory” (a Disney park, resort, or operational area) to observe firsthand how Disney methodologies are operationalized and how they can be adapted and applied to other industries and business environments. To learn more, visit DisneyInstitute.com.
from HBR.org http://ift.tt/2FZ2klk
