Book Summary: Inside The Magic Kingdom
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This document summarizes seven keys to Disney's success based on a 1996 book by Tom Connellan. The seven keys are: 1) Define your competition broadly as any company customers might compare you to, 2) Ensure every employee provides excellent customer service and lives the company values, 3) Gather customer feedback from many sources like surveys and observations, 4) Reward, recognize and celebrate employees, 5) Focus on exceeding customer expectations, 6) Respect and value employees as important contributors, and 7) Apply these principles to continuously improve one's own company.
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Book Summary: Inside The Magic Kingdom
- 1. agenda By: Tom Connellan PUTRI ARINDA & DEBORAH CHARLES Seven Keys to Disney’s Success
- 2. INTRO• Opened Oct. 1, 1971 • Iconic destination for millions of families around the world. • Home to four theme parks, five golf courses, 25 owned-and-operated resorts, multiple retail and dining centers and a cast members who represent 80 nationalities and who speak more than 50 languages. • The largest single-site employer in the United States, • Magic Kingdom 17.54 million visits • No. 1 worldwide • Huge percentage are repeat visitors
- 3. INTRO • Inside The Magic Kingdom: Seven Keys to Disney’s Success • Written by Tom Connellan • Published in 1996
- 4. The Competition is anyone the customer compares you with. • Competition is anyone in the customer satisfaction fields. • They compare your response to L.L. Bean or Fed Ex.”
- 6. “Green with envy and red with rage”
- 7. LESSON #3 Everyone Walks the talk • Every time a customer comes in contact with your company you have an opportunity to create value • Cast Members are “Aggressively Friendly • Emerson said, “What you do thunders above your head so loudly, I can not hear the words”
- 8. LESSON #4
- 9. LESSON #5 Customers are best heard through many ears. • “It’s crucial to do surveys, but it’s equally important to use other sources that also tell you how you’re doing • Company listening to customers—as opposed to listening to itself.
- 11. Somxtimxs I gxt to thinking that what I do doxsn’t mattxr. But whxn I start thinking that way, I rxmxmbxr my old typxwritxr. Most of thx kxys workxd finx most of thx timx. But onx day, onx of the kxys stoppxd working althogxthxr. And that rxally mxssxd xvxrything up. So whxn I’m txmptxd to say I’m only onx pxrson, it won’t makx a diffxrxncx if I don’t do this quitx right, I rxmxmbxr my old typxwritxr. Thxn I say to mysxlf “I am a kxy pxrson and nxxdxd vxry much.
- 13. • Customer focus is the key • Exceed the expectations • Respect your employees Apply it to your company!
Editor's Notes
- Intro: Never wanted to go to Disney World as a Child, but after having a child, your focus changes. My daughter wanted to go to Disney World and we did for the first time last yearWe had an amazing time—and I now can see what all the “fuss” is about! I am ready to start planning my next trip. So, what is it that makes people want to go and return again?Well, that’s where the book comes in…
- Goal is to help readers take themselves and their company to the next level of customer satisfaction Inside The Magic Kingdom includes seven lessons that can be implemented in any organization to emulate Disney magic or "pixie dust." Tom Connellan communicates the lessons using a "business novel" or story approach of business executives being led by a facilitator, named Mort who teaches the business executives and readers how Disney does it.To write this book, he did extensive research with both current and former cast members from Senior Vice Presidents to the characters who roam Disney, to people behind the scenes.
- Lesson #1The competition is literally anyone customers come in contact with that they compare you to. The customer is judging you by comparing his or her experience with your company compared with his or her experience with every other company, whether it’s an airline, retail store you should consider them your competition.So you’re competing with anyone in the customer satisfaction fields.
- It starts from Day One Employees are hired as “Cast Members”They are taught traditions vs rulesEncouraged to be a part of the Disney Tradition All cast members are strongly urged to stop whatever they’re doing, if they can, and offer help whenever they see a guest in need. That’s anyone from the head of the company all the way down. You need a buy-in to customer delight from the CEO to the janitor. Even the CEO is a janitor, and will pick something up off of the floor
- If a major purpose is to please the customer so he or she wants to come back for more, it’s a good idea to know what the customer likes and doesn’t like. That goes beyond a survey. What insights do the "cast members" who are serving the customers have about what customers like and don’t like.Mickey Mouse and Minny Mouse weren’t originally present at Epcot Center (which is more about technological innovation and international culture) this changed based on employee feedback.
- For the final lesson, the group leader Mort gave the group a card with the following text on it. This is the simplest lesson but perhaps the most powerful. And it reads…..
- The back of the card: Everyone makes a difference.From the person who is sweeping the streets To the person who is taking your ticketTo the person who is in the character costume To the person who is in corporate influencing the next steps for the company….You cannot only think about your departmental functions. A lot of times the thought process is up and down, rarely horizontally. But, in order to achieve good teamwork and optimize customer loyalty, you have to break down the silos and no that everyone makes a difference.