I Still Dislike Riding Roller Coasters

This summer my wife & I took Michael, our five year old grandson, to Disney World. As advertised a trip to Disney World is truly 'magical' - regardless of one's age but especially for a five year old. From the moment we watched our first parade, Michael experienced positive sensory overload - from Disney's ever-changing sights & sounds.

However, to my dismay I learned that Michael's favorite Disney activity was his grandfather's least favorite - riding roller coasters. In each theme park - even as I pointed out many other attractions - Michael consistently wanted to ride a new roller coaster or the same one multiple times.

One afternoon after exiting the roller coaster at Big Thunder Mountain Railroad, I realized that I didn't have my cell phone. So, while Katy & Michael watched a parade, I hurried back to Thunder Mountain on the chance that - through all of the tossing & turning - my phone might have dropped out of my pocket.

From the moment I explained the situation to the first employee, I had a series of surprising & positive experiences:

• Susan, the first employee I contacted, said she was very sorry & would immediately call Fred inside the attraction who would be able to look for my phone. Then she directed me to the exit area where I was to ask for Jimmy who would be in ongoing contact with Fred.
• During my wait, Jimmy - in addition to performing his normal duties - assured me that Fred was 'on the case'. Following what seemed like a long 15 minutes Jimmy handed me my phone

After offering Jimmy a tip - which he said he couldn't accept - I asked to speak to his & the other employees' supervisor. Their supervisor thanked me for my commendations & said "at Disney we strive for & love to hear stories like this".

While catching up with my wife & grandson I had two strong emotions:

• joy - that I would not have to go through the hassle of purchasing & setting up a new phone
• amazement - that Disney had handled my experience so well because they had planned for & instituted standards of performance to assist guests who lose items

All organizations have standards of performance in place to insure predictable & desired outcomes such as:

• changing the oil in an automobile
• sending invoices
• stocking new inventory
• clearing passengers through airport security

These standards are documented, employees are trained & the standards are adhered to consistently. The standards of performance in most organizations address issues that are important to the organization. However, customers form perceptions of an organization at multiple touch points. And when an organization fails to implement standards at the touch points that are important to their customers, the organization is leaving customer service to chance.

The relatively few organizations that consistently offer exceptional customer service -  like Disney - anticipate & create standards to insure that customers' needs are met at the touch points important to customers. They institute standards to normalize exceptional customer service - so that quality service is not the exception. As Disney likes to say, they use standards 'to turn misery into magic'

Each of your organization's primary customer touch points has the potential to be the high point in a customer's day. But these high points don't happen by chance. Each touch point creates an experience that contributes either positively or negatively to the relationship with a customer. Standards of performance create employee accountability & are a significant source of competitive advantage - even with customers who don't like riding roller coasters.