- What's up everyone, it's Jamal from HubSpot.
And today, we're gonna see
how Disney's famous customer service philosophy
has helped make it
one of the most beloved brands in the world.
You love Mickey, don't try to deny it.
Check the description below
for our customer journey map template,
and be sure to like this video and subscribe
to the HubSpot YouTube channel.
Disney's customer service model is considered by many
to be the gold standard.
Books have been written about
how Walt Disney built a brand known worldwide
for taking care of its customers.
I know you don't have time to read,
so I'm gonna break it down real quick.
Disney's customer service model is built on four basics:
safety, courtesy, show and efficiency.
This easy to understand model dates all the way back
to the 1960s and it's just as effective today.
That's because Disney has worked hard
to adapt those four basic principles into the digital age.
Let's take a look at some examples for each.
First, their safety.
Disney understands that their theme parks are
places where lots of kids are running around,
not a care in the world, bandages flying off their elbows,
snot going this direction and that
just vectors of both fun and disease.
And every parent knows that an excited child
can turn into an injured child very quickly.
That's why Disney's number one policy,
above all others, is safety first
and staff are trained to always be on the look out
for hazards
and do what they have to do to prevent accidents.
Even if this means violating other rules
of customer service.
Disney has a whole series of videos about safety,
starring Timon and Pumbaa from The Lion King.
These videos are shown at Disney Theme Parks,
Resorts and Cruise Ships all over the world.
They're also available for everyone
on the Disney wild about safety website.
There's even a safety video game kids can play online.
Now you might be thinking to yourself,
my business has nothing to do with kids
and is completely digital.
How does safety even apply to me?
Well, if you offer any sort of online service,
your customer's safety comes down to security and privacy,
protecting those things is fundamental to customer service.
If your customer's online security is compromised,
all of the accommodations in the world
probably are not gonna bring them back at that point.
Just like club penguin.
It's not coming back. You know?
Which brings us to the next customer service basic:
courtesy.
Courtesy extends to every customer interaction
from greeting with a smile
to solving issues and complaints.
To maintain that level of service,
Disney developed it's seven services guidelines
named after the Seven Dwarves from Snow White.
These service guidelines include things like:
be like happy - make eye contact and smile.
And don't be Dopey - thank every guest.
My favorite one is:
be sure to say something nice to Jamal in the comments.
And if you wanna take a closer look
at all seven service guidelines,
check out the link to the blog post
in the description below.
One of the ways Disney achieves courtesy digitally
is by running a dedicated guest services Twitter account,
where mentions are constantly monitored
and DMs are always open.
Twitter is great for any business
because it can be implemented,
without having to invest in additional technology
and Jack himself once tweeted that,
companies that use this platform for sport,
see a 19% lift in customer satisfaction.
Disney also runs a community program,
'Plan Disney', formally called 'Disney Moms',
which receives over 10,000 applications each year.
Disney enthusiasts, who are eager to offer
their expertise on planning Disney vacations
in exchange for perks like theme park discounts
and invitations to exclusive Disney events.
Any business should consider setting up an advocacy program
that encourages to lend customers contribute support
on public platforms.
A well-run rated discussion board is a great way
to empower your users to offer their own personal brand
of customer support.
Often with much more speed and accuracy
than even the most well-run customer service department.
At the very least,
be sure that all customer service inquiries
receive an auto-response to tell the customer
when they can expect a reply.
It's the courteous thing to do.
And be sure to leave time in your schedule
to monitor social media and reply to anything
that needs your attention.
HubSpot's social media management software
has a tool for tracking keywords to make monitoring easier.
And it records each interaction in your HubSpot CRM.
So you have contextual conversations in your report
on social media ROI, there's a link.
Nah, you already know where the link is.
It's in the description.
I couldn't help it.
Disney's third customer service principle is show
or as a sleepy dwarf would say,
"create dreams and preserve the magical guests experience."
For Disney, this means staff must always stay in character
when in public spaces.
No one wants a kid to be traumatized
because the actor playing Goofy took off his head
in the middle of main street USA.
Your human face is ruining the brand of Disney.
The concept of show relates to most businesses
by maintaining brand standards for all visual materials,
as well as the voice and tone of all messaging.
Another way that Disney sustains
the magical guest experience
is by deploying hundreds of photographers around the park
to capture your visit.
This program was created so that guests
can leave their own camera and phones in their pocket
and really enjoy their time spent in the park.
Photos of guests are made available to download
via the Disney magic band that each visitor wears
on their wrist.
(Jamal laughing)
Embarrassing.
It also keeps people from bumping into each other
while looking at their phones like Disney bumper cars,
but without the cars.
The magic band also allows for some serious solutions
to the fourth and final Disney customer service principle:
efficiency.
When Disney replace entry tickets with magic band scanners
at the gates,
wait times to get into the park decreased by 25%.
Guests can also use their magic band to charge purchases,
eliminating the time it takes to fumble around
for a wallet.
(dramatic piano music)
- Like you don't know...
At restaurants, guests can order ahead on the Disney app,
then arrive and grab any table.
The magic band tells the staff where they're seated
and the food comes right out.
Disney also uses tracking to inform guests
of wait times for rides.
And it lets management know what parts of the park are busy
and might need additional staff in real time.
And here's my favorite part.
Kids sign up to meet their favorite Disney characters.
Then the characters can find the kid
using the magic band tracking
and greet that kid with his or her own name.
I honestly can't wait for this to be a thing
in other parts of life,
random stranger just coming up to me and saying,
"hello Jamal."
And me just being like, "you found me."
I don't have to tell you
how important efficiency is to any business,
but anytime you can remove friction
from the customer service experience,
just know you're doing it like Disney.
If you wanna take a deep dive
into Disney's model on customer service,
the company offers online training courses
through their Disney University.
It also offers consultant services
that any business can hire
to elevate its own customer service.
Or you can check the links in the description below
to sign up for HubSpot Academy's
free online course on inbound service fundamentals
and use our free customer service planning template
that'll help you create your own customer service manifesto.
Then turn that manifesto into customer service reality.
So, subscribe to the HubSpot YouTube channel
and get ready for more videos
about optimizing your sales, service and marketing.
And prepare for your brand to be as big as Mickey Mouse...
Or goofy if he doesn't take his mask off
and traumatize the kids.
Until then, I'll see you next time.
There's a link.
Nah you already know where the link is.
It's in the description. Please go with it right now.
I'm not even kidding. Click off this video.
We don't even care about the engagement rate, just go.