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Principles of customer service essay
Principles of customer service essay
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The Offering “Service Excellence can be defined as what business chooses not to do well” – (Frei, 2008). In other words, the company cannot be good at everything. Moreover, to achieve Service Excellence it is needed to compromise some of the service attributes, mainly by reducing the ones that the targeted group of customers values less, in order to focus on the improvement of the service’s qualities that the customers want most. In the Disney’s Parks case, nothing is really unique, since people can go to other parks with the same type of products/attractions, like Universal Studios, so what Disney is focusing is on selling 10% product and 90% service. In fact, 65% of Disney’s guests (customers) are repeated visitors, therefore it is really …show more content…
An example of how the attention to detail is present in the parks is the experience of queuing. It is true that no one likes waiting lines for attractions, mainly when the line is snaking ever onward, but in Disney queuing for the ride it is a ride itself, the guest feels transported to the world of the attraction and a key player in the adventures that await. Another example of this attribute is the cleanliness of the park, cast-members are reminded that it is everyone’s job to keep the park clean and if they see a piece of trash they pick it up immediately. Regarding the friendliness of the service, it can be seen when it’s the birthday of a guess it is offered a badge so every cast member knows that must treat the guest with even greater attention, or when a free pass is offered to a child that looks disappointed to end a ride. The cast members are trained to identify when someone needs a little “Disney magic”. Undoubtedly, friendliness stands out for the attributes of the service of Disney’s …show more content…
In contrast, the company in order to achieve Service Excellence has to choose which service’s attributes to lower their performance. It is clear that Disney’s Parks compromise prices, setting the admissions to the parks’ prices very high. Therefore, the average regular price of the ticket is $105 per one regular day for one park or $170 per one regular day for the 4 theme parks. Summing up, the Disney Parks’ service matches up by means of excellence the fun, the details, the wide range of attractions and the friendliness attributes with the targeted guests priorities. However, the price dimension is poorly performed by the company. – See Appendix
Chapter two of Be Our Guest, for the most part, focused on expounding on the idea and fundamentals of guestology and how Walt Disney took steps turn his business into the exceptional model for guest pleasing service that it is
Beckwith says that a company needs to let their customers set the quality standard. Moreover, to stay in the competitive market, it is not enough for a company to just think how to do better in the future. They also have to think different. The services that they offer have to be different from their competitors. Beckwith says: “Create the possible service; don’t just create what the market needs or wants. Create what it would love.” A company needs to differentiate itself clearly from the other companies. Thus, since more company try to offer a service that meet the customer needs, we need to offer a service that can catch customer’s attention and a service that a customer would love.
The brand Disney was created on characters and animated topographies, but in 1955 the Disney stretched beyond cartoons and vivacious short stories with the opening of Disneyland. This theme park introduced even more of Disney’s positive relations with more films and animation to also include the experiences. The theme park allow the brand to shape associations through numerous senses and make a commanding impact on consumers’ relations with the brand.
After a company decides on its product(s), it has to think how it will price said product(s). Disney goes about pricing for all of its products in different ways. For instance, Disney’s amusement park tickets are cheaper during times of the year that it is the least busy and the tickets prices rise during sessions that the parks are busiest ("Your Ticket"). However, Disney’s biggest competitor, Universal Studios, goes about things in a very different way. Universal Studios tickets cost the same no matter
In order to minimize stress and maximize fun, Disney World offers a number of ticket packages and payment plans that cater to every guest’s unique needs and financial standing. For example, FastPass+ entitlements let guests buy the FastPass tickets for a certain ride that has a long wait time, and guests can come back at the allotted FastPass time, and essentially skip the wait. Also, new MagicBands are digital bracelets that replace outdated paper based systems with an all technology based system. MagicBands reduce the risk of losing paper tickets, is hassle free, and is user friendly. In contrast, Disneyland only provides a key card system that can carry out minimal functions. These functions include gaining access to hotel rooms, parks, and charging meals or merchandise. While Disney World embraces the changing ways of society, Disneyland seems to be stuck in the
The “About us” web-page of the Walt Disney company provides an easy overview of the diverse portfolio of the company. It includes the board, the media ventures, parks, as well as their consumer products. By displaying their different media ventures the company shows their capacity to reach an assorted market with their media products, whether they are tangible like toys, or intangible like theme park experiences. Under the heading of the “history of Disney” the company is able to show its creative roots (The Walt Disney Company, 2016). For a creative company it is important to show that they come
Thus, the cast members of the Walt Disney World Resort’s Parks have mainly two important ideas in their mind, one is attention to detail and the other is to satisfy the customer need and wants in order to create unequalled wonderful experience. According to Walt Disney, “you can design and create, and build the most wonderful place in the world, but it takes people to make the dream a reality”, which reflects the importance of the workers in the Disney’s
For instance, few years after the first Disneyland park put into use, the other one named Walt Disney Studio was opened afterwards, inside the park, variety of franchises been created, such as Halloween and 20th Anniversary franchises, this is the innovation park not targeted on young Children their traditional customers, instead targeted on the elder customers which is the potential market for the Disney theme park. Better purchasing power than the young audience, design a place for them can easily draw the attention for different customers who have the different need. Especially the elder people is more enjoyed with the recreational facilities, that’s why a lot of other parks without an actual subject, nevertheless have more incentive facilities will have more tourisms in the daily basis. Moreover the elder people who are also the parents then will more willing to come to visit as for the ticket they bought, they can enjoy the time there as well as their children, not only experience for children. More endeavour have been done in to operation and design for their theme park in France by Walt Disney compare to the Hong Kong Disneyland which more contributed by the local
Safety, Safety, Safety, and lets have fun, as to Disney’s philosophy would say (Katz). One risk a company might struggle with can be risks, such as dealing with safety and insurances in any sort. Disney needs to make sure their company is secure and safe for all pedestrians. Disney had to do some changes with their safety materials. Employers had to be creative enough to do something that would approach and catch public’s eyes. They wanted to do something that would be protecting to theirs customers, but didn’t want them to see it.
People of Disney are known to be the politest and most persuaded towards their customers. Disney has its own training university for training heir customer representatives and theme park employees. These universities teach the employees about Walt Disney’s cultures and values. In Walt Disney, a single customer is said to be a direct contributor to the bottom-line of the company as a single customer will later bring 10 more customers to Disney with a positive word of mouth. Thus Disney people are well trained, well-mannered and one of the best in the business.
Children and adults crave for the magical experiences Disney has to offer. Always something new, continuous theming, and attention to detail are all essential components that make Disney. Everyone knows the reason people keep coming back to Disney is due to all the new attractions they have yearly. Whether it is a different concert, ride, or show Disney is always trying to bring new attractions to their parks. Looking at the rides at Disney parks, they are like most theme parks, besides the fact that each ride at Disney has a theme linked to a Disney show or character. Other theme parks ' rides have different names; however, Disney does not just put a picture on the ride, they link the ride to a specific theme. The theme continues from the entrance of the ride to when the individual exits the ride. Detail, is also, a major component within Disney. Walking into a Disney theme park, you would recognize how much time and effort they put into the detail. "Even the street signs on Disney properties pay attention to detail. They are rabbit ears with arrows on them." Creativity in detail is a major part of the innovation success at
Additionally, Disney customizes it’s parks in order to appease investors.
The important thing to remember is that the good and/or service should satisfy some customers’ needs (Perreault, 2002).
Disneyland through its long history of serving people across the world with their premium services had to keep to their words Hong Kong Disneyland website (2018). The employees must live up to the expectations for which people are paying greater than average price.
...t can increase the pleasure and customer satisfaction of the dining experience. At the same time, it was also to assist with employee productivity. By Barber and Scarcelli (2010); Lockyer (2003), whether it is the entry, building exterior, the dining room and the guest room of the cleanliness of a hotel or restaurant, can affect the customer’s perceptions of service quality. Also, service organisation in order to market themselves provide high service quality has been seen as an essential to service provider as stated by O’Neill and Palmer (2001). As a result, a customer’s satisfaction and customer loyalty are realized through the physical environment other than through the delivery of exceptional service. Thus, both the physical environment and provide exceptional service plays an important role in the delivery process as argued by Lockyer (2003); Raajpoot (2002).