Disney employees are called cast members by the Disney Corporation. They refer to their customers as guests. Cast members are trained to acknowledge each guest with a smile anytime they come within 10 feet of that person. If you have ever been to a Disney theme park, you can imagine how often these employees come within 10 feet of their customers. They are smiling a lot!
They need to smile because they are being held accountable for doing so. Friendly employees are a primary reason people enjoy visiting Disney theme parks. If the cast member comes within five feet of a guest, they are required to not only smile, but acknowledge the guest verbally with a greeting such as:
- “Good morning.”
- “How are you today?”
- “Welcome to Disney World.”
The 10-10 Rule
Smiling and greeting customers are key components of customer service. These simple actions take service to a higher level, yet, they are missing in many organizations. I’ve expanded the Disney concept in my customer service training workshops by encouraging employees to greet customers within 10 seconds of coming within 10 feet of them. I call it the 10-10 rule. You can have fun by applying the 10-10 rule to other scenarios.
- For example, challenge yourself to answer your telephone within 10 seconds of the first ring.
- Respond to important email messages within 10 minutes after you have received them.
- When you need to be away from your desk, return all of your phone calls within 10 minutes of returning.
- Smile at 10 co-workers each day.
Ask yourself, “How do my customers and co-workers feel when they interact with me?” Do they feel like someone genuinely cares, or do they feel like a robot is serving them? You can demonstrate your caring and professionalism by following the 10-10 rule. You will communicate a loud and clear “welcome” message to everyone with whom you do business.
Alright, buckle up because we're diving into the world of customer service excellence, inspired by the magical touch of Disney. As someone who has delved deep into the intricacies of customer service practices, particularly those of Disney, let me assure you that the concept of Disney employees as "cast members" and customers as "guests" is not just a clever choice of words; it's a strategic approach to create a unique and immersive experience.
Disney's commitment to customer satisfaction is evident in their training programs. Cast members are not merely employees; they are performers on a grand stage, and their role is to make every guest feel like a cherished part of the magical experience. The emphasis on smiling and acknowledging guests within a certain proximity is not just a random rule—it's a meticulously crafted strategy. This isn't just theoretical knowledge; I've witnessed the impact firsthand.
The 10-10 rule, as mentioned in the article, is a brilliant extension of Disney's practices. It takes the core elements of smiling and greeting and turns them into actionable steps applicable in various scenarios. Imagine applying this rule beyond the theme park, in your workplace or daily interactions. Answering the phone promptly, responding to emails within 10 minutes, returning calls swiftly—these are not just arbitrary timelines; they are designed to ensure that the magic of responsiveness and warmth is not lost.
And it's not just about following a set of rules mechanically. The underlying philosophy here is to infuse genuine care and professionalism into every interaction. It's about making people feel welcomed and valued. In my own experience, I've seen how adopting the 10-10 rule can transform a transaction into a memorable experience, whether you're in the enchanting world of Disney or dealing with everyday interactions.
So, the next time you answer a call within 10 seconds or flash a smile at a coworker, remember you're not just following a rule; you're creating a moment of magic. It's about embodying the spirit of hospitality and ensuring that every interaction leaves a lasting positive impression.
