When Disneyland was created in 1955, an orientation to the parks was held for all the newly hired “Cast Members.” This orientation, built by Van France and Dick Nunis, became known as “Traditions”. It emphasized the heritage of what was then Walt Disney Productions, and spotlighted the importance of customer service. “We Create Happiness” was a service vision put in place to suggest that no matter what your role was in the park, your ultimate job was to make the Guests happy.
Some ten years later, Van France returned to Disneyland, and now reporting to Dick Nunis, created a set of standards to help operationalize the manner Cast Members should create happiness. Four words were established:
- Safety
- Courtesy
- Show
- Capacity
Though “Capacity” later evolved to ”Efficiency,” these standards have endured the test of time. As new executives have come on board, management in the parks have locked arms and insisted that these Four Keys stay intact. They are taught to all Disney Cast Members around the world. They are prioritized, and as such, can be used as decision-making tool that is easy to remember and can used as a litmus test for excellence, in both planned and spontaneous moments.
- Be Happy…make eye contact and smile!
- Be like Sneezy…great and welcome each and every guest. Spread the spirit of Hospitality…It’s contagious!
- Don’t be Bashful…seek out Guest contact.
- Be like Doc…provide immediate service recovery.
- Don’t be Grumpy…always display appropriate body language at all times.
- Be like Sleepy…create DREAMS and preserve the “MAGICAL” Guest experience.
- Don’t be Dopey…thank each and every Guest!
These guidelines were used for many years, but Disney discovered they were missing some other important service behaviors. So, some years ago, Disney’s Service Basics were created. There were four areas of focus with key behaviors listed underneath:
- I project a positive image and energy.
- I am courteous and respectful to all Guests, including Children.
- I stay in character and play the part.
- I go above and beyond.
Beneath each of these were specific behaviors, such as “Smile” and “Look approachable”. Beyond that, the Basics identified additional actions that were expected of leaders. This was critical, in that having a great Guest experience requires having appropriate cast behaviors with management modeling and supporting that experience.
The problem with Disney’s Service Basics is that they really didn’t align with Disney’s original Four Keys. They simply sat separately. We saw the same thing as we worked with clients as varied as hospitals, government agencies, or trucking companies. We began creating behaviors that aligned with each of the core standards that were established. That way, there was a tiering effect for learning. A new employee going through an orientation might only remember the 4-5 standards being shared, but in time they could learn the behaviors that go with them.
So it wasn’t too surprising when the Disney Company decided to follow our lead. Disney now has the more effective tiered format. The first are four keys or values. These are followed by 2-3 key actions for those standards. Then there are behaviors listed under each. Here are they are in their new form:
Safety
- I practice safe behaviors in everything I do.
- I take action to always put safety first.
- I speak up to ensure the safety of Others.
Courtesy
- I project a positive image and energy.
- I am courteous and respectful to Guests of all ages.
- I go above and beyond to exceed Guest expectations.
Show
- I stay in character and perform my role in the show.
- I ensure my area is show-ready at all times.
Efficiency
- I perform my role efficiently so Guests get the most out of their visit
- I use my time and resources wisely
Essentially, what has happened is that the Disney Service Basics have been largely evolved to the key points listed under Courtesy, with new actions and behaviors directed toward the other three Keys. In particular, “go above and beyond” could be applied to all Four Keys, so under Courtesy it was modified to “go above and beyond to exceed Guest expectations”. Research also showed that international partners mentioned the importance placed on showing attention toward seniors, and not just children, so the wording has been modified to “I am courteous and respectful to Guests of all ages.”
- Know and follow all safety policies and procedures.
- Safely deliver on Courtesy, Show, and Efficiency.
- Be aware of surroundings and the hazards that may be present.
Four Keys Basics: Disney Leader Basics
- I lead with a positive attitude and demonstrate commitment to Cast Members.
- I know and manage my operation and teach it to Cast Members.
- I recognize and hold Cast Members accountable for delivering The Four Keys Basics.
We applaud the work that Disney has done here and believe that it will refocus energy to creating a great Guest experience. This format is very effective in helping organizations who want to create great customer service in their own organization. The expression “simple but not simplistic” applies here. You distill your workforce focus on the essential few key principles or values, then concentrate your efforts (more efficiently) to consistently implementing those behaviors every day to sustainably deliver great customer service.
Truly Disney was a man with great vision.
Disney definitely knows the basics for great service, and i admire and applaud them because they know how to train their new cast members the right way