Disney Day 5: The (Un)happiest Place on Earth, plus Service Recovery

The final post in a series of Disneyland-based learnings. A.k.a. Day 45 @ The two things blog.

Today I learned:

1. (Un)happiest Place on Earth: Apparently, if you treat a 2 year old to 4 days at Disneyland, somewhere on day 5 she will return the favour by rewarding you with a 65 minute meltdown in Tomorrowland. The location was, at least, a fitting backdrop for the tantrum – about 1/2 way through it felt like tomorrow would never come.

I tried moving to Fantasyland to see if it was really happening, but unfortunately it was not a dream. At least when we made it to the Tea Cups and Dumbo the sight of a 2 year old screaming at the top of her lungs was not even a notable spectacle. The behaviour was more prevalent than Mickey Mouse ears.

2. Service Recovery: I have been searching for an example of service recovery to see how Disney responds to problems. As we are appraoching the end of this adventure I was starting to conjure up a plan to buy something, just so I could return it and see how I was treated. “Fortunately” there was no need to fake it – I had the opportunity to test the system this morning.
We bought the girls some small toys (basically the Disney version of Polly Pockets which they know and love). Unfortunately Disney’s manufacturer doesn’t quite meet the exacting standards the Polly Pocket brand and within 15 minutes both girls broken the arms off their dolls.
High ho, high ho, back to the store we go.
To make matters worse, unfortunately in their brief play period one of the toy shoes went missing so we weren’t even returning the entire package. Broken and incomplete. A better test!
At the counter we apologized and stated we felt bad we broke the toys. We were immediately told, “Please don’t feel bad. You shouldn’t feel bad. I feel bad. This must be tough for your little ones to deal with. Let me make this right.” She had no concern for the missing piece and immediately refunded the purchase price to my Visa.
The return experience? 100% positive.  
The result? 2 happy parents. 2 happy kids. 4 happy customers. We returned $32 worth of toys and promptyl purchased $43 more. Despite the broken toys I suspect Disney still managed to eke out a profit from us on the purchases.
This service recovery example made me reflect on my experience with the return policies of other major retailers. There are those that do things exceptionally well, like Costco which “guarantees your satisfaction with the merchandise you purchase,” and in return they keep me coming back again and again. And there are those like Future Shop. Believe it or not I still hold a grudge over a failed attempt to return a defective answering machine in 1994. Eighteen years later and I still make a point of shopping elsewhere based on one single negative experience. When things go bad you can lose the customer forever.
A simple lesson to businesses. Treat the customer right in the good times and the bad times. How you respond when things go wrong, as much as when things go right, defines whether of not the customer comes back. It also doesn’t hurt you if they plan to blog about their experience with your brand either later that day, or even 18 years later.
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Disney Day 2: It is all about me and Get the Right People on the Tea Cups

This is the second of what I expect will be several consecutive Disney-themed posts as my family and I fit in a brief winter trip to Disneyland in Anaheim, California.

Today I learned:

1.  It’s all about me: At ages 4 and 2 it is debatable if our kids will remember their first trip to disneyland.

The two year-old? No way.

The 4 year-old? Maybe.

Regardless of the kids memories, I will never forget the look in their eyes as we embarked on our first ride,  The Finding Nemo Submarine. The unbridled laughter as they raced along the Autopia. The absolute terror as our 4 year old exited the Space Mountain Roller Coaster.  The enthusiasm as they sang along on It’s a Small World.

Will they remember it?  Who cares. 

The build up and anticipation. The look in their eyes. The laughter. The fun. Today I learned that it doesn’t matter what they remember of this when they grow up, because it’s all about me of course.

2. Get the right people on the Tea Cups: Even before you get through the gates at Disneyland one thing becomes abundantly clear.  They know culture, and they protect it voraciously by ensuring that they have the right people in every role, and that those people are empowered to do whatever they need to do to build lasting memories for the visitor.

It reminds me of a quote from Jim Collins in Good to Great, where he reflects on examples of truly great companies and their understanding of the importance of fit, and ensuring everyone is pulling in the same direction:

“We found…they first got the right people on the bus, the wrong people off the bus, and the right people in the right seats. And then they figured out where to drive it.”

Disney definitely has the right people on the bus, or in this case on the Tea Cups, Mark Twain’s Riverboat and Splash Mountain.

To a certain extent I expected that though. What surprised me is this appears to extend to other the businesses operating within the park and surrounding areas. The people in the hotel are beyond pleasant. Restaurant staff ooze enthusiasm. The shops in Downtown Disney are staffed with young kids that are the dream of any retailer.

As an example, think about the interaction you had with staff during your last visit to a fast food outlet.

Now picture this: A young teenager at Jamba Juice made me laugh twice, asked open ended questions about our day, and at the same time managed to up sell me in my selection. She made the occasion of buying a smoothy into an occasion. This is so unlike any other fast food experience I have ever had it is unreal.

It is clear Disney knows a lot about hiring and they are passing along what they know to those in and around the park. They have figured out that it is not enough to control the customer experience solely at your own touch points, but you need to manage the same thing at every point that the customer comes in contact with your brand.

Unbelievably, rather than coming across as an act, the people all seem genuinely happy to work here.  I get the sense Disney, like other corporate culture leaders such as Zappos, is as much a lifestyle as a job for these people.  It’s infectious. It’s impressive.