What can Walt Disney Teach Us About Customer Experience скачать в хорошем качестве

What can Walt Disney Teach Us About Customer Experience

Do you know the concept of PLUSSING? It comes from the happiest place on Earth. It was coined by Walt Disney. Walt was obsessed with improving the guest experience at Disneyland. He would drive the cast members and Imagineers crazy with his suggestions for improvement. Walt was always trying to figure out how to do a little bit more. This was so much of an obsession that Walt created his own word for these continuous improvements. Here is a superb summary of plussing by John Torre in the book “How to Be Like Walt: Capturing the Disney Magic Every Day of Your Life” "Normally, the word 'plus' is a conjunction, but not in Walt’s vocabulary. To Walt, “plus” was a verb—an action word—signifying the delivery of more than what his customers paid for or expected to receive. There are literally hundreds, if not thousands, of examples of Walt 'plussing' his products. He constantly challenged his artists and Imagineers to see what was possible, and then take it a step further ... and then a step beyond that. Why did he go to the trouble of making everything better when 'good enough' would have sufficed? Because for Walt, nothing less than the best was acceptable when it bore his name and reputation, and he did whatever it took to give his guests more value than they expected to receive for their dollar." Disney historian Les Perkins wrote about an incident that took place at Disneyland during the early years of the park. In 1957, Walt decided to hold a Christmas parade at the new park. The cost of building floats and hiring cast members was estimated at $350,000. When the finance team at Disney heard of the plan, they flipped out. The accountants immediately found Walt and sat him down. They pleaded with him not to spend money on an extravagant Christmas parade. Nobody would complain, they reasoned, if they dispensed with the parade because nobody would be expecting it. They were already planning on being in the park. Perkins shared how Walt’s response to the accountants was classic Walt: “That’s just the point. We should do the parade precisely because no one’s expecting it. Our goal at Disneyland is to always give the people more than they expect. As long as we keep surprising them, they’ll keep coming back. But if they ever stop coming, it’ll cost us ten times that much to get them to come back.” They did that parade back in 1957. It became one of the signature extras that separated Disney from any other theme park. So much so that the most asked question at any Disney theme park is…. “What time is the 3 o’clock parade?” How are you plussing the experience you provide for your customers?