Pop Quiz: Your service experience should be designed around the needs and wants of the _______________.
DISNEY
You probably said “customer” without even thinking about it, right? And you would be correct! But, to design your service experience intentionally around your customers’ needs and wants, you must have a deep understanding of who your customer is.
At Disney Institute, we examine the idea that too many organizations limit themselves to a tunnel-vision approach while designing their customer experience. They think: “We know our customers don’t like to wait in long lines” or “We know they expect us to answer the phone after so many rings.”
We believe that organizations must move past the obvious criteria, and instead, take a holistic look at their customers. Listening posts are customer-centric tools companies use to assess the customer experience and identify areas where customer needs are not being met. These tools are essential in collecting the feedback required to develop and refine the service experience.
Listening posts are not about collecting statistical data on your customers, but rather discovering their needs, wants, and expectations—and how you can adjust your service strategy to address gaps in the service experience.
At Disney, we collect Guest feedback through a variety of listening posts:
Face-to-Face Research: This can be as simple as asking Guests where they are visiting from, or what a Guest thought of a specific ride or event. Immediate feedback offers the opportunity to make short-term adjustments quickly and provide immediate service recovery.
Guest Communications: Listen to the letters, e-mails, and phone calls you receive. Every complaint can be viewed as an opportunity to improve.
Websites & Social Media: In today’s experience-driven economy, the customer experience extends far beyond the storefront. What happens on the local level has global impact, which is why it is critical to know what your customers are saying about you online. Use this sounding board as an opportunity to learn from your customers’ uninhibited comments. Observe trends as they occur in real time.
Front-Line Employees: Talk to your employees! Few people know and understand your customers better. We’ve found that our Cast Members tend to be the most honest about our areas of opportunity. Many of our service experience enhancements come directly from Cast Member suggestions.
Think about it: What listening posts might your organization be overlooking as a valuable resource for feedback?
If you’d like to learn more, check out Disney’s Approach to Quality Service, our professional development course offered at Disneyland Resort in California or Walt Disney World Resort in Florida. Or, consider a private training initiative for your organization by bringing our Disney Institute team to yours.
