E5: Foundations: How a Solid Service Framework Can Shape Your Culture

SHOW NOTES:

00:30: Welcome back! Thanks for subscribing and joining us again!

00:52: Ref: The Hospitality Industry Technology Conference

03:00: The Disney Service Framework: 

04:33: Ref: Disney Institute Programming. “Be Our Guest” book.

05:15: Disney’s promise statement

06:15: On the development of Big Buzz’ purpose statement

07:37: All of your service framework tools may need to change over time

08:00: How Disney modified their promise statement to be more adult friendly

10:00: About service standards and standards of behavior

12:00: A story about efficiency in customer care; and not being ‘un-Disney’

13:25: Service standards empower employees to action smart decisions

16:40: The promise statement must align with your culture

17:00: A standard of behavior, for example..

18:39: A miracle tool for ensuring your employees know exactly what's expected of them 

20:00: On the typical longevity of an employee’s career

20:08: Service standards at Kevin’s company Big Buzz

22:00: On the importance of clear direction and design

22:51: About role modeling and leadership

23:00: Mutual respect of all prevents ‘bad show’

26:00: On how to maintain consistency of the original design Ref: Right Fit Hire

28:28: Where does technology fit into this service framework? 

28:39: Ref: Chatbots and Pixiedust also @ BigBuzz

29:19: Technology can be the medium of a great service framework, but nothing is a magic wand. Please SUBSCRIBE for Episode 6!

32:00:  Traditions, expectations and more on right fit hire on the next episode, along with understanding your digital ecosystem and the touch points that support it.

32:40: The greatest piece of advice you’ll ever get!

32:27: Please reach out to us with questions, for consulting and free advice too!

34:18: End credits

Please find us on the Web at:  www.disneywaydigital.com 

Via email:  debbie@disneywaydigital.com  and  kevin@disneywaydigital.com 

And on the Socials at:  

Debbie:  LinkedIN and @DZmorenski on Twitter  and @dkzcoach on Facebook  

Kevin:  @BigBuzzKev on Twitter INSTA & Facebook

TRANSCRIPT via Descript: 

Intro: Magical customer experiences don't happen by accident. They happen through careful planning and meticulous design. Kevin and Debbie have been engineering, extraordinary customer experiences for over 30 years. Join us as we explore corporate culture, branding, service, excellence, and much more through storytelling, technical curiosity, and friendly conversation. The Disney way for the digital age will be revealed.

[00:00:29] KK: Well, welcome back everyone. To episode five of the Disney way for the digital age, this is one of my favorite topics that kind of the meat and potatoes of all that we believe is the Disney way. So it's title the foundations of the Disney way and how a solid service framework can shape your culture. So how you doing Deb?

[00:00:48] Debbie: Good to see you. I'm doing great as always. Nice to see you. 

[00:00:51] KK: It was so nice to see you in person yesterday. I, I was in Orlando for the high tech hospitality technology convention. It was in your neck of the woods and we managed to get together for a breakfast 

[00:01:00] Debbie: and yeah. And, and you look great in person.

I'm just gonna say, you know, 

[00:01:05] KK: likewise, All 3D and you know, it was just really nice. So. Yeah, seriously. It was nice to sit in the same room and it was, 

[00:01:11] Debbie: it was face to face. Good. Yeah. 

[00:01:14] KK: Good stuff. The show was good. Um, you know, nothing earth shattering, honestly, some of the stuff we're doing with, uh, Alexa for hospitality and, and the Chapo work we're doing is some of the coolest stuff. There's, there's some new innovations incremental. Innovations in smart room tech, you know, some climate controls and some of the stuff in the back that nobody really sees. So there's some really cool innovations in the worlds of, uh, hotel renovation you know, a lot of time when they're building, they don't have the ability to wire everything they need. So they've got, you know, it's hard to get smart room going in a room, so there's some cool stuff going on there. Overall. It was, it was a. great show Um, it was so nice to see trade shows booming again, mm-hmm, very crowded, so just good, um, to get back into the thick of things. So anyway, big episode, we have to get to, um, what I really believe was the most impactful piece of my Disney training and something that was really transformative for my company.

It's time we discuss how service excellence is structured, measured, and achieved and how the Disney way can consistently create magical customer experiences. The service excellence initiative was one of the key items that pulled Disney outta the dark years. Right, Deb. So yes, yes. We mentioned service framework in passing. So we are gonna dig deep today and that's where I'm gonna hand that off to Deb who has lived it taught it. Brought it to my company about a decade ago and just transformed a lot of businesses and honestly, a lot of lives. So take it away Deb 

[00:02:44] Debbie: All right. Thank you. So when we talk about the service framework, uh, this is really gets to the heart of the matter. When we talk about how do you deliver exceptional service and you do it again and again and again, uh, and we will be talking about Disney Service framework, but something I want to stress is as I preview this information to you, and I give you some examples, I want you to know that what we are discussing here works for every single business.

I don't care if you're a laundry. I don't care if you work from home and build websites, you know, for, for your clients, whatever you do, you don't have to have a castle and a Mickey Mouse and, and a three o'clock parade in order to make these things work. So. Going to give you some information that I think is going to be very useful for how you build the structure that helps you deliver that exceptional service every single time over and over to your guests.

And that service framework is basically comprised of three components and it begins with your promise or your purpose statement. Now I'm gonna share the Disney framework with you. And this is information that back in the day, when I was hired, no one got this information except cast members. It was very much, uh, internal information, was taught to us when we were first hired and it was something that. Helped us to understand that no matter what our role in the company, we can deliver magical experiences to our guests by following these elements of the service framework. Now, if you've been to Disney Institute programming, if you've read the book, Be Our Guest you will have heard some of these elements of the Disney service framework before, but let's begin with the very top piece. 

And that is the promise statement, your promise, purpose statement, some call it, but your promise to your customers has to be the first thing that you craft. And I wanna make it clear. A purpose statement is not a mission statement.

Yeah. The purpose statement, very succinctly says, this is what we are promising our guests or promising our customers every single day when they step in to do business with us. And it's usually two or three sentences. So without further ado, I'll share with you Disney's current promise statement and it has been the promise statement for, um, almost all of the years I was there for over my 34 year career. It states that we create happiness by delivering the finest in entertainment for people of all ages everywhere. Simple. Yeah. And that means that when we go out there each and every cast member is expected to deliver on this promise statement every single day.

Well, it's one thing to tell cast members. You have to go out and create happiness, and it's quite another to tell them what that looks like, what it sounds like, what it feels like to the guests, because. If you don't provide the details to the cast members and give them the tools that they need to be successful, everybody out there is determining what it means to create happiness.

True. Right. And that's what you know, and that can be dangerous to your business bottom line, first of all. 

[00:06:15] KK: My goodness. Yeah. And, and a great example is one of our, you know, large electronic clients, uh, that we worked with global mm-hmm and they had this initia