Run your business the Walt Disney way

By Rhonda Abrams
Gannett News Service

What if the Walt Disney Co. ran your business?

I pondered that question while spending two whirlwind days at Disney World. Thanks to short lines, good planning, and comfortable shoes, I saw four Disney parks in one weekend. While I don't recommend such a rigorous schedule of fun-fun-fun to others, the visit reminded me about the power — and necessity — of creating a "complete experience" for customers.

I was in Orlando, Fla., to conduct business-planning workshops for members of The Salon Association, owners of hair salons and day spas throughout the country. Now you might not think salons have much in common with the Magic Kingdom, but salon customers seek a certain experience — as well as a good haircut — when they take time out to go to a salon or spa.

In fact, customers of most retail and service businesses subconsciously want more than just a good product at a good price. They relate to the total experience of dealing with a company. From the minute they walk in the door, they respond to the decor, employees' clothes and attitudes, marketing materials, and a whole host of other small details.

Disney, perhaps better than any other company, understands this.

In its theme parks, Disney creates a "whole new world" (to use a phrase from Aladdin) for its guests (never called "customers"). That world is seamless. Disney carefully plans every little thing to reinforce the complete experience of that world.

Disney park employees are called "cast members," and they're putting on a show for their guests. It doesn't matter if their assigned role is Sleeping Beauty or street sweeper, they are trained and expected to remember that they're always on stage.

Disney can teach us about the importance of creating a complete experience for our clients and customers. We can recognize that little details — as well as the product or service itself — make a great impact on the customer's perception of our business.

If, for instance, you are a financial planner, your clients certainly want excellent advice on how to invest their money to meet their goals. But they also want to experience a sense of security. Your office decor, employees' clothing, and marketing materials should all send a message of that security. A complete experience goes beyond tangible things, such as how quickly you respond to clients' phone calls and how often you stay in touch.