Three Keys To World-Class Customer Service

Dennis Snow challenged his audience to implement three keys of world-class customer service at OFA Short Course.

Are you doing everything you can for your customers? Dennis Snow thinks you can step it up a few notches and wow your customers with world-class customer service. As a veteran employee at Walt Disney World, where customer service is essential to creating magical, memorable experiences for the popular theme park’s guests, Snow was on the front lines of dealing with customers every day. 

At OFA Short Course, Snow delivered a funny, irreverent and enlightening keynote address during the Sunday morning session, setting the tone for the event. Now a business consultant at Dennis Snow and Associates and an author of two books, Snow has built on his experience working at Disney and counsels organizations worldwide.

Snow thrilled and engaged the audience with humorous stories about Disney customers, and how his team worked to create solutions that would infuse a little bit of magic and wonder in every Disney experience.

“Disney isn’t about selling rides – it’s about selling an experience. Rides are a commodity,” Snow said. “Everything you do has to be about the experience, not the task. When someone is doing their job with a task mentality, customers feel processed. But when a task is done with an experience mentality, customers feel valued. The difference between having a task mentality and an experience mentality is customer loyalty.”

Snow challenged the audience to implement three keys of world-class customer service:
1. Look at everything through the lens of the customer.
2. Pay attention to the details: everything speaks.
3. Know what frustrates customers and do something about it.

Look Through The Lens Of the Customer
Putting yourself in the customer’s place helps you see where the disconnect is between you and your customers, Snow said. Evaluate key processes and turn the lens around to see where you can provide service at each step.

“The longer we do what we do, the more we start to think our customers know what we know,” he said. “When we’re out of our comfort zones, we are all three years old.”

At Disney, Snow and his team looked at the opportunity to get guests from the park to their hotel at the end of the day, when they were tired and frustrated. Parking lot shuttle drivers started hosting trivia contests and got kids to sing Disney songs.

“The magical thing about that is it doesn’t cost anything extra for us to provide that entertainment to our guests,” Snow said. “One idea can have a wonderful impact.”

He told the audience about how one housekeeper began tucking in the kids’ Disney character stuffed toys every evening, and leaving a signed note for each family that their toys were getting tired, so she put them to bed for them. For the tired and cranky family returning to the hotel at the end of a long day, that one simple action infused Disney magic all over again. The idea took off and became legendary at the park, Snow said.

“We asked ourselves, ‘how do we leverage that one idea to deliver service?’”

Recognize That Everything Speaks In Your Environment
Despite the beautiful setting you may create with flowers and landscaping, that one rogue soda can in the parking lot may clutter the customer’s feelings about your operation. That open back door, showing the warehouse or the backroom is what Snow called, “bringing back stage, on stage.” That disgruntled employee, speaking loudly on her mobile phone or arguing with a fellow employee is a display of “attitudinal back stage, on stage.”

“The ‘everything speaks’ philosophy means that your employees understand that even the little things matter,” Snow said. “Pay attention to everything, from keeping the physical environment clean to making sure your employees are dressed appropriately, to avoid detracting from your customer’s experience.”

Know What Frustrates Customers And Do Something About It
At Walt Disney World, guests are always locking their keys in their cars. So, Disney developed a team dedicated to unlocking locked cars. It’s a complementary service that customers don’t expect, but appreciate immensely.

The other thing guests at the theme park always do: forget where they parked their cars. Despite constant reminders on the shuttle from the parking lot to the park, guests still forget their parking section by the end of the day. Because of this, Disney has developed a method for keeping track of where customers park, based on the time of day they came to the park. Employees have fun with it and act like mind-readers, so when guests ask for help, there’s that magic, once again.

Snow challenged the OFA audience to pull their team members together at least four times every year to talk about what customer frustrations are and what the team can do to solve these problems.

Visit the Snow & Associates, Inc. website to learn more about Dennis Snow and his books and services.

 

Topics:

Leave a Reply

More From Marketing...
PrairieSplendor_CompactRose Syngenta Flowers March 2016

May 16, 2016

New “Generations Of Flowers” Study Tracks How And Why Consumers Are Buying Flowers And Plants

The Society of American Florists and the American Floral Endowment have released an update and analysis of this study, which first began in 2009.

Read More
Webinar Photo from Flickr

May 7, 2016

How You Can Connect With A Broader Audience Through Webinars

Webinars are time-saving and effective marketing tools that can extend your reach to a greater audience.

Read More

April 27, 2016

Use Your Data To Make Smarter Marketing Decisions

Learn which marketing metrics are important to your business, measure successes, and learn where changes are needed.

Read More
Latest Stories
PrairieSplendor_CompactRose Syngenta Flowers March 2016

May 16, 2016

New “Generations Of Flowers” Study Tracks How And Why C…

The Society of American Florists and the American Floral Endowment have released an update and analysis of this study, which first began in 2009.

Read More
Webinar Photo from Flickr

May 7, 2016

How You Can Connect With A Broader Audience Through Web…

Webinars are time-saving and effective marketing tools that can extend your reach to a greater audience.

Read More

April 27, 2016

Use Your Data To Make Smarter Marketing Decisions

Learn which marketing metrics are important to your business, measure successes, and learn where changes are needed.

Read More

April 26, 2016

“Bee-Friendly” Labels Matter To Plant Consumers, Accord…

Research at Michigan State University shows ornamental plant buyers understand and respond to bee-friendly production practices.

Read More
Krause Berry Farms Farm To Table Dinner

April 20, 2016

What The Floriculture Industry Can Learn From Farm Mark…

Although we have a lot in common with the produce industry, there is much we can learn from one another.

Read More
Costa Farms Container Ideas E-Book

April 12, 2016

Costa Farms Targets Consumers With New Container Garden…

The electronic book offers tips on container selection, design, and plant care for millennials looking to grow in small spaces.

Read More
Tropical Fruit Tree Selection (Hopkins Tropical Fruit Nursery)

April 7, 2016

University Of Florida Research Shows Consumers Value Lo…

Compared to conventional plants, consumers reported a higher purchasing likelihood for certified organic or organically produced fruit plants.

Read More
Random Acts Of Flowers

March 31, 2016

The Floriculture Industry Needs A Unified Message To Pr…

Seeing the sneak preview of the new varieties that will be presented at California Spring Trials (CAST) spurs a visceral reaction in me. I’m giddy and excited about these gorgeous plants, having taken in some of their beauty and excellent performance already at Costa Farms’ Season Premier. I’m excited to travel to Spring Trials and that spring is coming, and I’m ready to dig in and get gardening. I’m guessing many of you feel the same way. And it’s likely that consumers do, too. Nearly a year ago, upon returning from California Spring Trials, I lamented the absence of ideas translated from CAST to retail. The beautiful displays, the breathtaking combinations, the clever marketing — somehow, all of that effort and enthusiasm focused on business-to-business promotion is not being funneled effectively to the consumer. As an industry, we are not good at working together to market our products in a clear, […]

Read More
Sakata Seed America President David Armstrong

March 30, 2016

Sakata Signs Agreement With Indonesian Government To Co…

This week, Sakata Seed Corp. announced internationally that it has signed an agreement with the Republic of Indonesia to cooperate in the further development and production of its line of SunPatiens interspecific hybrid impatiens, based on the principles of the Convention on Biological Diversity (CBD). Under an agreement based on the CBD, Sakata Seed has worked with the Indonesian government since the early 2000s to identify the origin of the native germplasm collected in Indonesia to develop SunPatiens, and the two parties have agreed on how the indigenous genetic resources will be used for the further development of SunPatiens. There are currently only a few cases in the world of such an agreement, based on the CBD in the category of horticultural plants, made between a resource-rich country and a commercial seed company. Greenhouse Grower contacted Sakata Seed CEO David Armstrong to provide context about this agreement, what it means […]

Read More
NGI-SunPatiens-Compact-Hot-Coral-Sakata

March 23, 2016

P. Allen Smith Says SunPatiens Are Hero Plants For Cons…

Plants that ensure consumer success with disease resistance bred into their genetics, and ease of use in a variety of conditions, are heroes for gardeners, especially beginners, and they should be celebrated and supported to promote gardening success and interest. These are the messages the award-winning designer, gardening, and lifestyle expert P. Allen Smith wants the horticulture industry to know, with the recent announcement of his expanded partnership with Sakata Seed. In an exclusive interview with Greenhouse Grower, P. Allen Smith describes his expanded partnership with Sakata Seed to promote SunPatiens and why the now 10-year-old series helps both novice and expert gardeners to be successful. Smith also collaborates with Sakata to promote the HomeGrown Collection of vegetables. SunPatiens Set Consumers Up For Success, Smith Says As a plantsman first, Smith has extensively trialed SunPatiens in his gardens at Moss Mountain Farm in Little Rock, AR, and says he is […]

Read More
Suzanne McKee

March 18, 2016

4 Pitfalls To Avoid With Responsive Web Design

When implementing responsive design on your website, sidestep these common problems with some advance planning.

Read More
1 800 Flowers Instagram Women's Day

March 15, 2016

Society Of American Florists Uses Social Media To Take …

SAF strategically promoted five key Facebook posts to expand its reach beyond its followers and prominently featured Women’s Day on its other consumer channels.

Read More
Mason Day Great Plant Debate Campaign For GrowIt!

March 3, 2016

GrowIt! App Founders Look To Make Waves At The Chicago …

Mason Day and Seth Reed will hold a “Great Plant Debate” at the event, while updating the GrowIt! app with information on every plant featured at the show.

Read More

February 26, 2016

How To Recruit Loyal Customers With Facebook

Facebook is a powerful engagement tool that when used effectively can help you attract and retain faithful customers.

Read More
Greenhouse Vegetable Marketing

February 18, 2016

9 Tips To Maximize Your Greenhouse Vegetable Market Pot…

Set yourself apart by sizing up your competition, evaluating your demographics, and putting customers first.

Read More
GrowIt! Logo

February 9, 2016

GrowIt! And MasterTag Partner To Enhance Plant Care Inf…

The partnership allows MasterTag to provide plant care instructions to the wide catalog of plants available on GrowIt!, which helps consumers find plants in their area.

Read More

January 27, 2016

Costa Farms’ Season Premier Provides Sneak Peek A…

Costa Farms presented the 2016 Season Premier at its 2-acre Trial Gardens in Miami, FL, in the third week of January. The event showcases varieties from breeders of all sizes to growers and major retail buyers, providing a look at what genetics are coming to the market and how they’ll perform in retail settings and in the landscape, when consumers bring them home. The mild winter climate in South Florida allows Costa Farms’ Research and Development Department to simulate the spring growing conditions of various regions in the country. Because each group of visitors to Costa Farms’ Trial Gardens wants to see what the new plants look like in the environments that matter to them, Season Premier offers several areas within the Trial Gardens that highlight different ways to look at the wealth of new varieties. The New Product Showcase offers a way for retailers to see how plants will […]

Read More

January 26, 2016

Beekenkamp And Danziger Partner To Distribute Poinsetti…

Danziger is continuing to expand its portfolio of products to the U.S. market with the addition of poinsettia cuttings of Beekenkamp’s varieties.

Read More
[gravityform id="35" title="false" description="false"]