ORLANDO - Maryland teachers were instructed to engage children by crouching and speaking to them at eye level. Chevrolet dealers were taught to think in theater metaphors: onstage, where smiles greet potential buyers, and offstage, where sales representatives can take out-of-sight cigarette breaks.
A Florida children’s hospital was advised to welcome patients in an entertaining way, prompting it to employ a ukulele-playing greeter dressed in safari gear.
These personal service tips came from the Disney Institute, the
low-profile consulting division of Walt Disney Co. Desperate for new
ways to connect with consumers, an increasing array of industries and
organizations is paying Disney to teach them how to become, well, more
like Disney.
Revenue from the Disney Institute has doubled over the past three years, according to the Disney company, powered in part by its aggressive pursuit of new business. Over the past two years alone, 300 school systems across the country have sought its advice.
Other clients range from large entities - Haagen-Dazs International, United Airlines, the country of South Africa - to small ones: Subway restaurants in Maine, a Michigan hair salon, a Boston youth counseling center.
Last year, the Disney Institute hired a network of field representatives to sign up clients and started dispatching its executives to companies wanting help; before that, advice-seekers traveled to Walt Disney World in Florida or Disneyland in California.
“We’re putting our people on planes all day every day, domestically and internationally,’’ said Jeff James, who runs Disney’s consulting branch. “Some clients are in great shape and want to improve even further, and some are truly clueless.’’
James said the up-and-down economy had put pressure on companies to pay more attention to consumers’ needs.
Unless they happen to be banks.
He also cited the importance of the Web, which “gives unhappy customers a megaphone.’’
:-)
Oh, I think I qualify as an unhappy customer of something, readers (clue: it's right next to me on the desk).
Disney, which employs 64,000 people in Florida alone, has its own employee difficulties, of course. Union spats arise, and some cast members - Disney-speak for employees - chafe at the company’s strict rules, although it recently lifted a facial-hair ban and now allows women to forgo pantyhose. Disney’s sugary customer service can also startle visitors who aren’t used to so much uniform cheerfulness.
Then they will do what, throw it on the ground?
--more--"
