I recently visited Walt Disney World with my 6-year-old granddaughter, and every time I go there I’m reminded of what makes being there so “magical:” the customer service.
Disney’s success holds great lessons for marine dealers. Perhaps I’m more aware of it because I attended several programs presented by the Disney Institute years ago. In fact, the Disney Institute has been advising and training professionals, teams and organizations worldwide based on the business insights and best practices of its parks and resorts.
As it should be in every dealership, at the heart of the Disney culture is the knowledge that keeping customers coming back is the highest priority. More than 70% of Disney World’s annual attendance is repeat visitors.
In our industry, we put a lot of emphasis on acquiring new customers, and of course that’s very important. But the high-riding boat sales we experienced during the pandemic may have left us short-sighted. So, in addition to refilling the sales funnel with prospects, how you treat existing customers — especially first-time customers —will help determine dealership success.
At Disney, it’s understood that customers compare their degree of satisfaction against all other entertainment experiences, so its objective — as should be every dealer’s objective — is to set the bar above comparison.
If there’s a single characteristic of the Disney culture that outshines even the imagination of the facilities, it’s the “cast members” (employees). The way they treat guests at every turn reflects how it trains its entire staff, regardless of job position. We were always greeted with a smile, even from a woman emptying a trash container.
My granddaughter, like so many young girls, wore her Belle dress from Beauty and the Beast. Every cast member we came in contact with greeted her with a “hello princess.” She was beaming. So was I. They understand that treating customers well is the Disney culture. Indeed, potential job applicants must view a video that details expectations for every employee. After the video, job-seekers are asked if they can accept the parameters. If yes, they get an application. If not, they are thanked and wished success in whatever they pursue.
But what about when something goes wrong? “I’m sorry, but there’s nothing we can do.” Sound familiar? It’s a textbook way to kill a relationship.
But take a look at this from the opposite perspective, as the service provider. Disney teaches that even when great service is built into an organization’s foundation, it can sometimes fail. And a service failure may not always be the dealership’s fault. But once it happens it is the dealer’s problem.
Emotions can run high. Customers are likely to care as much or more about how they are treated as about the outcome of the matter. That’s why a basic premise at Disney is that it’s crucial to see the person, not just the issue.
What if you simply cannot say yes to what the customer wants? While every situation is different, there will be times when you cannot (or should not) give customers what they ask for. You have to say no. How do you preserve customer relationships in those situations?
At Disney, it’s understood that the heart of service recovery is pursuing the reconciliation of the relationship, not just resolving the issue. When a “no” message must be delivered, an opportunity for preserving, even strengthening, the customer relationship also presents itself. Here are two components that can help accomplish that.
First, explain the reason for the decision. Customers are generally more accepting when they understand the reason behind it. Without an explanation, the customer may perceive you as insensitive or as hiding behind a policy.
Second, provide an offsetting consideration for the customer’s disappointment. Remember, at this point it’s about saving the relationship with your customer, and an angry customer doesn’t want to hear words like “it’s our policy” or “it’s the manufacturer, not us.” With the right training and empowering employees with guidelines they can follow for positive recovery, a disappointment becomes an opportunity to turn negatives into wins for both the customer and the dealership.
At Disney, leadership displays the tone, standards and expectations for every employee. The same must be policy in dealerships. The Disney Institute offers a variety of professional development programs from one-day to multiple day sessions.
