1. By Wendy Soucie, Principal at Wendy Soucie Consulting LLC
Alan Bergstrom of Brand Insights talks about Disney Institute
Disney Institute is bringing its renowned professional development program, Disney’s Approach to
Quality Service, to Madison on August 30, 2010. Sponsored locally by Wendy Soucie Consulting the
full-day event will give area professionals an opportunity to “experience the business behind the
magic.” The program will be held at Monona Terrace Community & Convention Center and will give
participants new ideas for creating a service-driven organization that delivers excellence.
Local Brand expert shares his opinion
I met with Alan Bergstrom one of the attendees from the program that
was presented last year (Disney Institute - Keys to Excellence Program)
here in Madison. Alan is the Principal and Chief Strategy Officer for
Brand Insights, a brand-centered consulting agency focused on helping
organizations “activate” and unleash the full power their brand to
improve market success. Alan is a 20 year veteran of brand strategy and
implementation working with clients of all types and categories to
enhance brand performance. He is a nationally renowned expert with
deep experience in positioning, operationalizing, measuring, and
guiding brands to greatness. Previously, he founded and led one of the
top three brand agencies in the US. I thought Alan would have a unique
perspective on what information Disney offered at this program.
Alan was interested in attending this event because he is convinced that Disney is the recognized
expert in delivering a compelling brand and customer experience. He wanted to learn more about the
tools and approaches they used to do that. He knew he would learn something valuable with key take
away to share with clients, use in his consulting practice and for himself personally.
Alan defined the significant points he learned at this event as follows:
1. Happy employees make for happy customers - everything starts here.
2. Engaging the emotions of your customers is a powerful aspect of delivering a great customer
experience. This contributes most of all to a great experience
3. Formalizing and institutionalizing a quality service approach to employee and customer
engagement creates a culture of excellence within an organization. It takes a conscious effort
to embed this within a culture for it to become second nature.