How to Delight the Customer: Learn with the Disney Method, the HEARD?

If there's one brand that knows a thing or two about how to delight customers and make them happy, it's Disney.

This is reflected in the growing demand for the Walt Disney Company experience, which has the highest levels of park attendance in the US.

Providing a great customer experience may seem like an easy task for the "happiest place on Earth," but Disney uses much more to delight visitors than Mickey Mouse pancakes.

Let's take a look at what we can learn from Disney's approach to customer service, experience and delight.

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First, let's explain the HEARD method, a method developed by Disney to solve its customers' problems. Check it out:

HEARD Method: The Disney Method to Delight Customers

No matter how good your business is; problems happen. And even if you're not the culprit, it's in your best interest to make the customer forget about the problem that happened and be happy.

No organization knows this better than the Walt Disney Company, which hosts 135 million people in its parks each year, many of them facing severe five-year-old tantrums should something go wrong.

Disney's approach to customer service is so good that companies pay the Disney Institute many thousands of dollars to train their own employees and executives.

The technique they teach is an easy-to-remember acronym: HEARD. Let's see what each letter means:

• H ear: Let the customer tell their entire story without interruption. Sometimes we just want someone to listen.
• Empathize: Convey that you deeply understand how the customer feels. Use phrases like "I would be frustrated too".
• An apologize: A simple apology can greatly improve your customer's mood. Being honest and humble is essential, after all, we can all make mistakes.
• R solve (resolve): Resolve the problem quickly or make sure your team has the power to do so. Don't be afraid to ask the customer, "what can I do to fix this?"
• Diagnosis: Get to the bottom of why the error occurred, without blaming anyone; focus on fixing the process so that it doesn't happen again.

Let's show you know how Disney delights its customers in practice. Check it out!

Re-signifying "bad" experiences

The promise of the Disney brand, meaning what makes it most desirable and how it differentiates itself from others, has been the same since Walt Disney opened the first theme park in 1955.

Essentially, it's about making magical experiences come to life and create happiness through those experiences.

Now, anyone who has visited a theme park knows that some things can get in the way of magic and fun. They are: queue to buy tickets, queue to get on toys, and if you are an international visitor, the challenge of communicating in another language.

Disney manages to turn each of these “boring processes” into opportunities to delight its customers.

There are tons of ways Disney does this, but one in particular is to reverse any misfortune. For example, if a child buys an ice cream and drops the ice cream on the floor, he is sure to be sad. That's why each of the park's employees has ice cream vouchers to give to children who, through carelessness, let their ice cream fall to the ground.

Disney's brand promise is also a natural extension of its internal company culture, with Disney employees (known as cast members) embodying values ​​such as safety, courtesy, show and efficiency.

A shared purpose

Disney park employees, from informants to senior executives, see themselves as a cast and their customers as "guests."

The person who sells bottled water in Fantasyland feels the owner of the guests' happiness just as all Disney leaders accept the responsibility of scavenging along Main Street.

From day one on the job, Disney cast members nurture a sense of common purpose and shared values that guide how they choose to relate to guests and each other.

They know that satisfied customers are loyal customers, that they tell others, and that they are willing to try new products.

listening to customers

Disney uses “listening posts” to assess the customer experience and identify which areas need improvement. These “testimonials” allow the company to understand the expectations, needs and desires of visitors.

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This in turn can be used to address gaps in customer service or in areas where the aforementioned “magic” may be missing.

Like the previous example of kids getting free ice cream cards, Disney continually introduces features to improve the customer experience based on that feedback.

For example, after discovering that visitors often ask about the location of characters, he introduced the CHIP system (acronym for Character Hotline and Information Program) to allow visitors to find out where they are located at any time,

These are small but significant details that show us how Disney is able to delight customers of all generations.

employee experience

Ultimately, the extent of an organization's customer experience depends on the quality of the employee experience.

At Disney, managers focus on providing a great experience for their employees, which generates high levels of loyalty, enthusiasm and dedication to the work done.

Disney training has given us new insight on how to remove barriers between leaders and followers, optimize communication, provide ongoing training, and recognize team members for upholding our shared values.

As we've seen, Disney knows very well how to delight the customer, and a large part of Disney's “magic” starts with a good experience.

The Disney Institute believes that "any organization's customer experience should be designed into every touchpoint, regardless of how insignificant that touchpoint may seem."