Customer Service and the Walt Disney Company.
A Case Study in Customer Service
The Walt Disney Company is one of the most well known examples of a
company succeeding in large measure by applying the principles of
customer advocacy and "service recovery"principles that have become
an integral part of Disneys operations.
Prior to starting his own company, Integrated Loyalty Systems, Jake
Poore spent close to 20 years in customer service working on service recovery for
the Walt Disney Company in Orlando and Paris entertaining 25-35 million
people a year.
According to Jake, "everyone makes mistakes, that's human. But how do you
solicit those mistakes and rectify them so that the story is now
possibly better than if there were no mistake at all?"
He goes on to explain that "uneventful does not create loyalty, and
does not drive return visits or intent to refer new business
. So, how
do you find your mistakes?"
Perhaps the worst outcome of all is a situation where mistakes aren't
noticed and customers who experience poor service simply walk away
without complaining and with no intention to return.
Jake points out
that almost 70% of unhappy customers who decide to leave your business
don't write letters of complaint. Finding and/or soliciting complaints
by being proactive is the
keyaccording to Poore, it's an art.
Finding customers who have complaints (legitimate or exaggerated)
provides the best opportunity to fix the problem, retain loyalty and
maintain satisfaction. Positive stories about bad experiences are just as
important, and occasionally far more important, than positive stories
about good experiencesthe latter are expected while the former are
impressive, more memorable and more likely to get repeated.
"If your customer goes home mad," Jake explains, "it is not only too
late, but they will tell many people THEIR STORY." But if you can catch
them and correct the error, "now theyre possibly telling YOUR STORY!"
Jake Poore was so successful at customer service while at Disney he went
on to start his own company and is now President and Founder of
Integrated Loyalty Systems, a consulting firm specializing in service
development, process improvement, leadership training and service
*Source of Jake Poore Quotes
Learn about customer advocacy and why
a proactive approach to customer issues is important to any
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