Be Our Guest:
Application of Disney’s Customer Service Practices
Julian Olivas
Texas Tech University
TEXAS TECH UNIVERSITY
Whatever we accomplished is due to the
combined effort. The organization must be
with you or you don’t get it done…
In my organization there is respect for every
individual, and we all have a keen respect
for the public.
- Walt Disney
TEXAS TECH UNIVERSITY
QUALITY SERVICE
Quality Service means exceeding your guests’
expectations and paying attention to detail.
• Analyzing the experience from our guests’ perspective
• Understanding the needs and wants from our guests
• Committing every element of what we do to meet and
exceed the needs of our guests
TEXAS TECH UNIVERSITY
Disney’s Quality Service Cycle
•Service & Service Theme
•Our Staff
•Our Setting
•Our Process
•Integration
TEXAS TECH UNIVERSITY
SERVICE
• Knowing and Understanding our Guests
– Needs – What do our guests need when they visit?
– Wants – What do they want to get out of their visit?
– Stereotypes – What are the preconceived notions that
every guest has of your organization?
– Emotions – What are the feelings that our guests
experience throughout their visit?
• Service Theme – Represents the basis for its
mission as an organization and represents
what we stand for and why we exist.
TEXAS TECH UNIVERSITY
Disney’s Service Theme:
We create happiness by providing the finest in
entertainment for people of all ages,
everywhere.
Southwest Airlines’ Service Theme:
Southwest Airlines is dedicated to the highest
quality of Customer Service delivered with a
sense of warmth, friendliness, individual
pride, and Company Spirit.
TEXAS TECH UNIVERSITY
What is your service theme?
TEXAS TECH UNIVERSITY
Create Your Service Theme:
• Two principles must govern the service theme:
– The service theme must be adjusted to reflect changes in the image of the
organization
– The organization must be able to deliver upon the theme
• Keeping your core values in mind, what is the desired image that
you would like your staff to project about your organization?
– Define your product, delivery method and recipients of your product:
– What is your product or service?
We create . . .
– How do you deliver the product or service?
by providing . . .
– To whom do you deliver your product or service?
for . . . .
TEXAS TECH UNIVERSITY
We create Red Raider moments by
providing the best Texas Tech experience
to all guests, all the time.
TEXAS TECH UNIVERSITY
Service Standards – The criteria that ensures the
consistent delivery of the Service Theme.
• Welcoming – We will create a welcoming atmosphere at all times.
Every guest will be treated like a VIP.
• Informative –Any interaction with our guests should be
exceptional and the information that is relayed should be accurate.
• Involved – We will remain engaged in the happenings of our
college and the Lubbock community
TEXAS TECH UNIVERSITY
OUR STAFF
• Guidelines for Guest Service
• Disney On Stage vs. Off Stage
• Red Raiders Moments vs. Missed opportunities
You never get a second chance at a first impression.
- Walt Disney
TEXAS TECH UNIVERSITY
• On Stage vs. Off Stage
TEXAS TECH UNIVERSITY
• On Stage vs. Off Stage
TEXAS TECH UNIVERSITY
• On Stage vs. Off Stage
TEXAS TECH UNIVERSITY
• On Stage vs. Off Stage
TEXAS TECH UNIVERSITY
SETTING
Setting is the environment in
which service is delivered to
our guests, all of the objects
within that environment, and
the procedures used to
enhance and maintain the
service environment and
objectives
TEXAS TECH UNIVERSITY
“You can’t change people, but if you
change the environment that people are
in, they will change.”
- Walt Disney
TEXAS TECH UNIVERSITY
What kind of message does your space send to guests?
How have you appealed to the 5 senses in your space?
•Sight
•Sound
•Smell
•Touch
•Taste
TEXAS TECH UNIVERSITY
•Sight
TEXAS TECH UNIVERSITY
•Sounds
•Smell
•Touch
•Taste
TEXAS TECH UNIVERSITY
PROCESS
Processes are a series of actions, changes or
functions that are strung together to produce a
result. They combine human (us) and physical
(setting) resources in various ways to produce
outcomes.
What is the outcome we strive for?
TEXAS TECH UNIVERSITY
Visitors Center Process
• Campus Visit Reservation/Inquiry
• Visit Confirmation
• Arrival/Check-in
• Guest Interaction/On-Campus Experience
• Departure
• Evaluation
TEXAS TECH UNIVERSITY
INTEGRATION
The process of bringing
all of the elements of
Quality Service
together to create a
complete experience.
TEXAS TECH UNIVERSITY
Integration Matrix
Staff
Setting
Process
Welcoming
Will greet guests upon
arrival and assist
Easy to locate, clean,
comfortable look and
feel
Sit-down campus visit check-in
and review of itinerary for
visit
Informative
Will be knowledgeable
and up to date on
information about
TTU/Lubbock for
all guests
Provide informational
materials/resources
about TTU and
Lubbock to any
interested guests
Training on tour script or other
information provided in order
to do a good job
Involvement
Remain engaged in
the community
and serve as a
liaison to Visit
Lubbock, Inc.
VC will be an open venue
accessible to the
community for special
events and functions
Partnerships with TTU depts.,
leaders in the community &
other civic orgs.
TEXAS TECH UNIVERSITY
EVALUATION
TEXAS TECH UNIVERSITY
By far the best tour guide ever encountered... and we've seen a lot
of them.
The campus was AWESOME! Justin, our tour guide, was great.
He was very helpful and very enthusiastic...Enjoyed my trip
VERY much!
It was a freezing day, but Ben absolutely loved Tech. Thanks for a
great experience.
Very polite and helpful in person. You become a VIP on campus.
Friendly people just like Disney World!