How to bring the magic of Disney to your company's service

Have you ever wondered why thousands of people travel around the world to discover the land of Mickey? Even those who have never set foot in Disney know about the magic of the place.

If it were a matter of spending the afternoon having fun at attractions, you could go to Beto Carreiro. But that's not the point. That's not the origin of Cinderella's castle magic.

So...

What makes Disney a phenomenon that makes crowds fall in love with?

The answer is obvious, but not everyone sees what is right in front of their eyes: the service and the environment are so immersive that even waiting for hours in line for a toy envelops you in that air of magic and fantasy.

And it is precisely this magic that we are going to talk about in this text. Let's unravel how you will apply a model that sells dream and fantasy to your business that sells concrete products for adults.

But make no mistake...

Everyone likes to be enchanted, including your client, even if they don't know it consciously. Think that every small message you exchange with your customer is an opportunity to delight them: whether it's a big decision or a simple price inquiry.

So, before putting into practice how to delight your client, we need to unravel the magic of small details.

Disney's secret is in the smallest detail

The magic of Disney isn't just in the dreams sold to children packaged in princess clothes and magic dust from Tininho. The magic is in something much bigger: it's in delivering experiences.

Disney is a company that instructs employees to deliver more than expected, to deliver the complete experience.

“Walt Disney's still-current fundamentals for success are: develop the best product you can; give people effective training to sustain exceptional service; learn from their experiences. And then you will succeed. It will never stop growing and believing.” Several Authors. The Disney Way to Delight Customers

But amaze, Disneyland was not born from the director's imagination.

The Disney Empire was born out of Walt Disney's drive to improve a service that had rotted in 1950.

When taking her daughters to an amusement park and seeing that everything was ugly and poorly maintained, with no good service, she thought: “How can I improve this experience?”

So, first point to be noted: nothing comes from nothing, everything comes from a need, from a pain.

But is that enough?

No, of course not!

You need to take care of the gears that make the wheel turn, that is, the one who gets their hands dirty, the collaborator.

Employees as key components of success

So how about we start with a simple step: change the term “collaborators” to something more particular?

For example, here at PinkApp, you are not an employee, a collaborator, we are Pinkers.

So, you might be wondering...

Will changing the way I call my attendants change the quality of my service?

Life isn't all black and white.

When you change the way you call employees, you make your company more than a company, you become a club, only something special has its own noun to call the members of a group.

That is, the Pinkers, for example, have a sense of identity around company culture. This even appears in our Manifesto.

This is the first step in improving the quality of your service:

Share responsibilities and, consequently, create a more cohesive team that wears the company's jersey.

But how to do this in practice? How to unravel this secret that seems so natural to sell dreams, but is not always fluid in the service of your company in general?

So let's break it down into parts to understand more easily...

People make up the company and those are the people who make the magic happen.

And those are the people who make the service wheels turn.

So, employees have to have a company culture so strong and so well structured that it will be impossible not to act in a way that other team members would act.

But this culture needs more than making the company's language and practices transparent, it needs to show the values and mission of the business and the way of behaving in a friendly, accessible, and helpful manner for all customers.

And here we must make this very clear:

It's not the customer's maxim to always be right, but the maxim of doing their best to deliver nothing less than brilliant service!

And the way Disney found to put this into practice was through the creation of presentation culture.

In other words, they teach the cast (how they call their collaborators) how to act, the manners, terms, and values when they start working.

In practice, this means providing the necessary tools for the employee to develop, knowing exactly what is expected of them and the path they have to take to leave the client amazed.

But this cannot be just in the field of ideas, it is necessary to create metrics and collect data to provide information for minor adjustments of presentation culture.

“This helps define an initial direction, and as new information is collected, it is used to fine-tune and improve performance. Various Authors” The Disney Way to Delight Customers

But be calm, because this will not make your service plastered and robotized.

That doesn't take away from the attendant any form of Autonomy in surprising.

The collaborator can and should be creative in solutions, but having a basis on how to do it and what to expect is more than valid, is to have a safe creative development environment.

In addition, and most important of all, it makes it easy to create a plan for emergency situations.

For example:

Disney cast members have to deal with people feeling sick, minor accidents, and even problems like “where did I park my car” at the end of the guest's tour.

But what doesn't make the employee panic or act completely outside the company culture?

They have necessary tools and pre-defined plans to act quickly.

Returning to the parking strategy example. Through the time the guest arrived, the cast members know exactly where the car is. So, after many hours in the park, losing your car in a huge parking lot won't be a problem, because the car is parked in order of arrival from time to time.

Being prepared is when the unexpected becomes foreseen and does not scare the attendant.

Then, the employee will be prepared to handle every situation. In other words, there is an environment and process prepared for excellent service.

Create a magical atmosphere for your business

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Another important point for Disney service is the scenery, not only the environment in which the experience is transmitted, but also everything that involves the reception of a guest, including telephone service.

Therefore, let's assume that your company sells clothes, which previously only had a physical store and is now starting to sell online.

And in this scenario, his physical store targets young male skateboarders, who have an urban lifestyle. Your store has a graffiti wall and has a huge bathtub for customers to try out the skateboard models you sell at the store.

In this same context, salespeople are trained to have an informal vocabulary, to sell as if they were a friend giving tips and finding the best skateboard for that customer, both because of height, weight, style, etc.

How are you going to transpose this environment to the digital medium?

The environment must be the same as the one that already pleases your audience at the physical store.

Of course you won't get a fun bathtub at an online sale. But it can make the shopping experience just as good, because it offers: the convenience of buying at home, quality of service and, why not, some gift that leaves the customer with bright eyes.

Another point that needs to be observed when delivering the full experience is the language used by the attendant. In virtual channels, language must reflect what is experienced personally. The enchantment remains the same: your “friend” giving you a super tip on which product to buy.

The scenario goes beyond the physical environment, it's the atmosphere of your business culture.

So, now that we talk about service and the environment, we need to talk about the last element of Disney's secret, the integration!

Now, put the ends of Minnie's ribbon together and tie it up to get the service from Disney

The time has come to bring it all together.

And integration is a simple one process matrix, What does it serve as employee handbook and everything is planned there (of course, adaptable to each situation) and that, over time, is improved to improve service and make customers increasingly happy.

But how does Disney know if the measures are working? How to investigate customer satisfaction and usage?

They use the following devices:

• Listening stations;
• Utilization studies;
• Hidden customers to measure quality of service;
• Focus groups for new projects and brand attitudes.

But what's all this for?

All of this is a way of collecting data and having tools to measure the size of customers' smiles.

That way, you can adapt your service to always be brilliant.

In addition to listening to your customer, there are other important and more practical metrics to observe for your customer service:

• Location of your client;
• Where did they get to your customer service;
• How long does a service take;
• Average customer response time;
• The ticket invested by each customer;

This serves to map your audience and see if any group of potential customers is not being covered by the policies or the form of their service.

So now that the magic doesn't seem abstract, let's start building...

Your own version of Disney service

To bring the magic of the park into your company it is important that you give security necessary for your employee to develop and provide the physical or digital security that your client needs.

For this reason, it's worth having well-defined customer service processes and it's worth thinking about examples of setbacks so that the unforeseen can be foreseen.

And, contrary to what it may seem at first, this will not make your attendants mere reproducers of a speech, it will give them the security to make assertive decisions that follow the company's culture.

In this sense, as is the case here at PinkApp, it is worth developing a culture document and a process of Onboarding of a new collaborator.

Our manifesto is our mantra that resonates beyond company walls.

In addition, another important point to value within the company is courtesy.

Courtesy is treating the other as you would like to be treated. Everyone needs equal and VIP treatments!

For this reason, it is necessary to teach how to be Friendly, be prepared to answer customer questions and have a proactive approach towards understand the needs current and the possible needs that may arise.

And finally, it is necessary efficiency. In other words, make the service or service more productive.

For example, a private teacher who asks questions. The faster it answers students' questions, the more students it can answer.

But how to do this in a practical way without losing quality?

Listening to the customer for ideas to solve the gaps in their service is essential.

So, you can Adjust the needs of those who receive the service or product with expectations, and take measures that, in harmony, can improve the speed presented in the service metrics.

Therefore, you can find Disney service in a quality, centralized service, that is, where you can measure quality, that uses the language of the client and that gives security and autonomy to the employee.

That's why PinkApp was born.

We were created to make your communication with the customer more fluid on a platform where you can have several agents in the same place and where you can monitor and evaluate conversations to ensure the best customer service.

If you want magic in your company's service, that's enough Click here and talk to a Pinker right now.