Be Our Guest (10th Anniversary Updated Edition): Perfecting the Art of Customer Service

every business people should read this

Excellent insights for customer experience. I recommend that people from logistic and commercial areas must have read it.

If you love marketing, customer service or are planning to have your own business you should STUDY this book

Éste libro es un auténtico indispensable para los fans de los parques Disney porque te explica todo el proceso de creación del negocio y trato con el cliente, demostrando por qué es algo tan característico de la marca Disney. Está muy bien documentado, con ejemplos y muchas citas de personas importantes de la Compañía. Muy importante también para quien se esté formando en el ámbito empresarial o el marketing. Un 10!!

Throughout Theodore Kinni’s and Tom Staggs, “Be Our Guest,” he speaks about the art of Disney and how they (as a whole) deliver excellent customer service, how they succeed in making such a huge profit, and how they have become one of the most well-known businesses in the world. The whole book focuses on customer-centricity and how Disney uses “magic” to keep their customers happy and how that keeps them coming back or returning to Disney and what they offer. Focusing on making the customer happy is Disney’s way of creating a successful and profitable company. Throughout this review, I will discuss questions that relate to the summary aspects of the book but will dive deeper into an analytical type review by discussing my evaluations/interpretations of arguments and ideas. As stated above, the book itself is about how focusing on customer-centricity is one of the best ways that you can have a successful business. Therefore, the authors’ main arguments would include using “magic” (which is further explained in the text) to be successful in business, and how these magical moments create memories that keep their customers coming back. For example, the text states: “Each is a magic moment in which the bond between customer and company is forged and strengthened. And each contributes another small boost to Walt Disney World’s return customer rate of around 70 percent” (Kinni 5). In addition, the text also states: “This kind of magic has a quality that leads to superior organizational performance. Each magical moment builds guest satisfaction and increases brand loyalty—and these are fundamental sources of organizational growth and success” (Kinni 6). As far as the authors main audience goes, it is safe to say that yes, the book may be for people who are interested in expanding their horizons and finding ways to help their own business grow, but the author also touches upon the idea that this book answers the question that so many of Disney’s customers want to know which is: “How does Disney do it” (Staggs X). With that being said, this book is also reaching the audience of people who want to know how Disney creates the magic that is felt when you walk into their amusement parks. For example, the text states: “…my first answer is always, ‘it’s magic.’ This gets mixed reactions. Some accept this answer with a smile and give me a look that says, ‘I knew you were going to say that.’ Others, however, press harder for concrete answers, as they genuinely want to know the secrets to how we create that magic. Some of them have businesses of their own, with a workforce to motivate, customers they need to please, and products they want to be valuable and relevant” (Kinni X). From the text, it is clear that the authors are trying to reach the audiences of people who may be interested in actually learning the behind-the-scenes aspect of Disney. In addition to the author's main audience, he also has main objectives that he tries to reach throughout the book. The biggest main objective that they set forth is the fact that they want their readers to see the importance of Disney’s idea of using “magic” to ensure that customers will come back. The text states: “We start with a great story and design ideas to create an experience. We implement training and processes like any well-run company to make sure that we operate safely and efficiently. And we rely on the intuitive hospitality and friendliness of our outstanding cast to make each guest feel like we have designed the place just for them….It is our dream and our mission to keep that magic alive, to exceed those expectations, and to welcome people around the world to be our guests for years to come” (Staggs XI). With this use of magic, Disney is able to give its customers an experience that no other amusement park, cruise line, or resort can. They have a huge brand awareness that gives them an upper hand compared to their competitors. People all around the world know about Disney and it provides experiences that are cherished by customers for a lifetime. When evaluating the authors’ support of their arguments, I would say that they are valid. In regard to their argument that “magic” is their key to success, they provide many additional/supplemental ideas that support their ideas. For example, Disney uses practical magic which they explain is how they bring magical elements to their guests. Practical magic is also just another name for quality service, which we know is a great marketing tactic for businesses to evoke. The text states: “…we should be clear about what we mean by Quality Service. Happily, it is a jargon-free, easy-to-understand definition: Quality Service means exceeding your guests’ expectations by paying attention to every detail of the delivery of your products and services” (Kinni 13). I understand this argument to be valid because, from experience, going into a store or business, as a customer, you look at everything. You observe aspects of how the place looks, how much things cost, the service, etc.…. In addition, from my experiences with Disney, I have found that their tiny details are what make the trip most magical. For example, the hidden mickey’s that can be found around the parks and hotels are a way that Disney uses detail to ensure quality service or “magic” and to give guests something exciting that is just one of the many reasons that keep them coming back. When evaluating the authors’ interpretations and success with objectives in writing this book, I would say that they definitely fulfilled what they were trying to get across. With their biggest objective being that they want their readers to see the importance of Disney’s idea of using “magic” to ensure that all customers will come back, the authors provide multiple examples as to how this holds true. The biggest example of this objective is the fact that they express throughout the book that they want to make the experience magical for all guests. That includes guests of all ages, cultures, etc.…. Disney appeals to all guests: Guests with disabilities, small children, or international guests are just a few examples. The authors’ objective of this is touched upon well throughout the text. For example, the text states: “…incorporate the individual needs and desires of guests in service delivery. It is also another way in which we achieve the second quality standard of courtesy” (Kinni 148). Service attention is just one of the many ways that Disney provides a magical experience for all guests. Their objective is to give all guests the chance to experience something unforgettable. I also know that this objective is reached in Disney outside of this text because I have seen Disney employees go out of their way to ensure that all of their guests are treated equally. For example, an article from Daily Mail in 2016 talks about how a deaf little girl met Tinker Bell in Disney World and was amazed when Tinker Bell spoke back to her in sign language. The article states: “In her own world of silence, sign language is the only way she can communicate with everyone else around her, so imagine Shaylee's surprise when one of Disney's most famous cartoon characters began chatting with her in sign language” (Gordon). Overall, it is clear that Disney’s objective of using service attention actually does work in their actual business and it does leave their guests with a magical experience that they will be talking about for years to come. Overall, after reading this text and learning about Disney’s marketing strategies, I can conclude that the authors’ of “Be Our Guest,” accurately discussed their objectives and arguments and they also provided many examples as to how these arguments and objectives are applicable. I also did my own research as well as used my own experience to think about how these arguments and objectives are actually used by Disney outside of the text, as well as how customers like myself react to their idea of portraying “magic”. I found that Disney is pretty much one of the company’s that you can talk to anyone about. I would be very surprised to find someone that has never had any experience or knowledge of Disney as a whole. Therefore, I believe that the authors’ ideas are very accurately written. I also highly suggest this book to people who are trying to expand their businesses or make their business more heartfelt or customer-centric, or to people who genuinely want to know what is behind the magic of Disney.

Explica super bien la filosofia y la metodologia de la "magia" de disney. Un buen libro para leer para quien tiene un negocio!