![]() ![]() These are followed by 2-3 key actions for those standards. So it wasn’t too surprising when I heard a couple of months ago that Disney had decided to do the same thing. A new employee going through an orientation might only remember the 4-5 standards being shared, but in time they could learn the behaviors that go with them. That way, there was a tiering effect for learning. We began creating behaviors that aligned with each of the core standards that were established. We saw the same thing as we worked with clients as varied as hospitals, government agencies, or trucking companies. The problem with Disney’s Service Basics is that they really didn’t align with Disney’s original Four Keys. In everything they do, Cast Members must operate from the Four Keys. This was critical, in that having a great Guest experience requires having management supporting that experience. ![]() Moreover, they identified specific actions expected of Leaders as well, and the behaviors that tier up to those actions. I am courteous and respectful to all Guests, including Children.īeneath each of these were specific behaviors like “Smile” and “Look approachable” for the first one listed.There were four areas of focus with key behaviors listed underneath: So a few years ago, Disney’s Service Basics were created. These guidelines went on for many years, but they were a little hard to remember, and they were missing some other important service behaviors. ![]() Don’t be Dopey…thank each and every Guest!.Be like Sleepy…create DREAMS and preserve the “MAGICAL” Guest experience.Don’t be Grumpy…always display appropriate body language at all times.Be like Doc…provide immediate service recovery.Don’t be Bashful…seek out Guest contact.Spread the spirit of Hospitality…It’s contagious! Be like Sneezy…greet and welcome each and every guest.They even at some point tied them to the Seven Dwarfs: This resulted in Disney’s Seven Service Guidelines. In time however, Disney management also wanted to define more specific guidelines or behaviors. America’s oldest corporate university, Disney University here in Walt Disney World, is the home to “Traditions” where new Cast Members are introduced to Disney’s Four Keys. So powerful were these ideas that I designed entire programs at the Disney Institute around these concepts, and have since gone on with my own business to help companies design and implement their own service standards and values. They are prioritized as such, and they are powerful tools in that they are easy to remember and can used as a litmus test for excellence, whether thinking strategically, or whether acting in the moment on the front line. They are taught to all Disney Cast Members at Disneyland and Walt Disney World. As new executives have come on board, management in the parks have locked arms and insisted that these Four Keys stay intact. Though “Capacity” later evolved to “Efficiency,” these standards have endured the test of time. Some ten years later, Van France returned to Disneyland, and, now reporting to Dick Nunis, created a set of standards to help operationalize the manner in which Cast Members should create happiness. “We Create Happiness” was a service vision put in place to suggest that no matter what your role was in the park, your job was to make the Guests happy. It emphasized the heritage of what was then Walt Disney Productions, and declared the importance of customer service. When Disneyland was created in 1955, an orientation to the parks was held for all the newly hired “Cast Members.” This orientation, built by Van France and Dick Nunis, became known as “Traditions”. For decades, Disney’s Four Keys have been the foundation for a great Guest experience. ![]()
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