Morning Minute 11/19/24:
“How Do YOU Benefit, By Being ‘Onstage?’”
How were your experiences at Disney World or Disney Land?
Was Mickey or Goofy distracted or unenthusiastic due to the weather? Was Minnie or Cinderella unfriendly due to their awkward costumes? The answer is “No!” They were approachable & enthusiastic because they were “in character.” They were “Onstage.”
To learn how Disney creates terrific guest experiences, I joined a group of automotive professionals visiting Disney World. Touring the backlots and hidden areas that park guests never see, we learned their “onstage” process. Here is what we discovered.
Disney requires that every employee, regardless of their function, be addressed and treated as a “cast member.” This includes every employee, not just those dressed up as Disney characters. As cast members, every gate attendant, maintenance person, food service provider, vendor, photographer…everyone, is to perform their duties in a way that enhances the experiences of their guests, regardless of their guest’s age.
Cast members function in 2 separate areas. There are “onstage” areas where their guests are located, and “offstage” areas that guests never see. Disney strategically places hidden doors, fences, and landscape barriers to keep the offstage areas out of sight. Those are the places where cast members go to change, to eat, to rest, and to congregate away from guests. These necessary areas provide resources for training and counseling, as cast members strive to continuously improve their roles.
As cast members approach the “onstage” areas where they will encounter guests, they are reminded of their responsibility not only to be in costume, They are to be friendly, approachable, and enthusiastic in their demeanor, and in their performance. There are signs painted on the walkways, gates, and doors leading to onstage areas reminding cast members they are entering an “onstage” area. They understand that they are always to be ‘in character” when “onstage.” For them, “onstage” means to flip the switch from their personal lives to being performers…being cast members.
What can we learn from how Disney operates? First, the guest experiences your customers encounter when they interact with your team members, must exceed their expectations. If their experiences are less than pleasurable, or unhelpful, you will not create the positive image that you desire customers have of you and/or your team.
Second, all customer access areas are “Onstage.” Every team member your guests encounter must perform in a way that is helpful, pleasant, and professional. Your code of conduct requires that every word and action they perform must support the customer experience that visitors expect. All disagreements and personal issues must be kept out of the ‘onstage” areas.
Third, ensure that your team members are “cast members,” clearly identifiable to your guests, with identifying apparel and name tags. They must display the image you want to create by flipping the switch from their personal lives to being performers.
“How Do YOU Benefit, By Being ‘Onstage?’”
That is today’s Morning Minute!
