How does Disney create an experience like "magic"?

ByJoe Penniston

About Disney Land's "ability to fascinate fans and to attract customers for decades", Disney wrote "Be Our GuestIt is said that the survey results on this ability are written in the handbook called " One of the most remarkable of the facts described in this book is that the number of repeaters who once visit Disneyland will visit this theme park again with 70% chance. Multiple elements to support the loved rateHelp ScoutThe official blog of Pick up.

How Disney Creates Magical Experiences (and a 70% Return Rate) | Help Scout
https://www.helpscout.net/blog/disney-customer-experience/

◆ Where Disney's "magic" is created

ByTom Bricker

Perhaps the most unexpected discovery is that Disney's "magic" is created by focusing on the process of things. Being the creator of Mickey MouseWalt DisneyIt seems that I was constantly concerned with the process of things.

Mr. Walt's belief, "thoroughly good quality service" is what is created by designing the perfect production procedure and measuring the details over and over again. Well, I understand that "magic" is getting power from the process of things though Mr. Walt may understand that "No matter how much it can make an attractive space like Disneyland! It was.

He considers the process as a "locomotive", and if the locomotive can not drive normally, it is said that "the conductor is not nice" or "how attractive the exterior of the passenger is attractive" I understood that it was not such an important factor. This is not to say that "other factors are not important", because if the locomotive does not move passengers do not pay the fee in the first place.

You can tell from Mr. Walt from various episodes that thoroughly sticking to the process of things. For example, despite efforts to inform customers that there is height restriction, there is a problem that parents and children with small children who are not tall enough try to ride attractions.

This problem was particularly complaints gotten by children with many, "The point of breaking the moment of precious experience for children" was not good for Disney as a whole. Therefore, when Mr. Walt finds that small children are lined up in the row with attraction staff, by instructing to give special pass which can get on the attraction without arranging in line when growing up, He also succeeded in reducing complaints and defending the children's experiences.

This ticket is issued.

The most thrilling thing in Disney was that this ticket that the crew member gave me when I was small when I was short and could not get on it was able to be used after 16 years ♡ "It got bigger! I was told ♡ I thought that there was a dream! It is!Pic.twitter.com/6t6DcLDvNi

- Ami Pon Poko (@ _ amtsss _)2014, February 28

◆ Attention to detail

ByBenSpark

The enthusiasm for Mr. Walt's process can be seen from his attention to detail. This is a feature seen by prominent founder like Steve Jobs, but Mr. Walt was a very handsome person about the theme park he made. His obsession with Disney Land is also believed that he himself considered the theme park forever unfinished and thought that it was always room for improvement.

In order to improve the theme park Mr. Walt regularly wore a straw hat that old clothes and farmers would use, and he seemed to have cried in Disneyland. One day, Mr. Walt who visited Disneyland with an encounter, I got on a jungle boat and measured the time of cruise.

ByMarc van der Chijs

At that time, attraction operators hurriedly rushing the cruise, it seems that the attraction usually 7 minutes has ended in about 4 minutes and half. So Mr. Walt took a boat ride with Disney, the manager of Disneyland, to discuss the appropriate length of the attraction, and the boat pilot was driving with a stop watch to learn the proper speed I did. In addition, Mr. Walt took a boat with another pilot who manipulated the boat of the jungle boat, and at the end he said that only "It's a good show!"

◆ "When will the 3 o'clock parade start?"

ByRaymond Brown

The question "When will the 3 o'clock parade start?" Became very popular, so it seems that this question will be used when training a new cast member. By making this question a new cast, it will be tested whether communication with the customer understands the real intent to hide in the conversation.

When asking the question "Does the 3 o'clock parade start?", The real intention of this is "When will the parade at 3 o'clock pass this place?", The most hiring person is " You are lucky! The parade will pass here in about five minutes, if you do not mind, would you like to find a good place to see the parade? "

In addition, Disney uses a system called "traditional program", and casting also carries out training to read intent from customers' attitudes, gestures, face expressions, etc.

◆ Investment in employees

By401 (K) 2012

When Walt started Disney, he focused on investing in individual employees at the beginning. If you were working at Disney in 1931, you did not have to own a car yourself. Because Mr. Walt himself drove a car and picked him up and picked up, and in addition, the company said that the company paid for expenses for studying employees. It seems that these expenses were close to investment for Mr. Walt, and I fully believed that these investments were necessary to motivate employees and to realize their own dreams Thing.

Mr. Walt also knew the importance of making each team freely work, despite thoroughly sticking to the process. We do not do strange words to organize, so we are able to constantly change the model of employees who work together, so that we have pulled out the talent of our employees, as a result, Disney's innovation Many were born from a team away from Mr. Walt's hand.