professional development courses running in Florida and
California, as well as on-site meetings, deliveries and
program roll-outs at our client locations worldwide.”
And though the finer points of offering top-notch
customer service may vary a bit from company to
company and region to region – and the Disney Institute
makes a point of not commenting on specific industries
as its expertise is CX – James says the desire for a more
authentic and personalised CX is universal.
“People are looking for an authentic, individualised
and unexpected experience, something that surprises and
delights them,” explains James. “When customers feel that
they’re treated as individuals, they are more likely to
perceive their experience as unique and special. We teach
our clients that their customer service, though carefully
architected in advance, should look and feel spontaneous
and personalised when delivered in the service moment.”
This is particularly important in the age of social
media, where the artful use of branding and social media
listening tools offer forward-thinking companies (and/or
airlines) the ability to react to negative customer
experience situations, often in real time, via social media.
“You need to focus on creating an authentic
experience at every touchpoint – each and every moment
“You need to focus on
creating an authentic
experience at every
touchpoint”
038 aircraftinteriorsinternational.com
JUNE 2019
THE TOP 3 MOST
COMMON CX MISTAKES
These are the top three CX
mistakes the Disney Institute sees,
according to Jeff James:
“Some organisations view service as
a ‘nice-to-have’ rather than as an
economic asset. In other words, leaders
don’t genuinely care about customers
and providing great service, so service
is simply seen as a means to a financial
end. We know that undervaluing service
leads to underinvesting in service.”
“Another common mistake is thinking
of service as purely external (something
you do only for external customers) and
focusing on that, while leaving internal
service (what you do to assist your
colleagues and internal partners) to
chance. Internal service is just as critical
as external service, and in fact excellent
internal service is what makes excellent
external service possible.”
“Getting lost in the process details is
another mistake, forgetting why the
process was put into place to begin with.
Over time, misaligned processes can truly
erode your CX. Commit to reviewing your
policies and processes regularly to ensure
they remain consistent with your overall
service strategy.”
1
2
3
DISNEY I NTER V IEW
LEFT: ON 2 DECEMBER
2013, WESTJET, AND
WALT DISNEY PARKS
& RESORTS CUSTOM
PAINTED THIS B737-800
‘MAGIC PLANE’
ABOVE AND RIGHT: THE
DISNEY INSTITUTE IS
A FUN ENVIRONMENT
WITH SERIOUS
MESSAGES
/aircraftinteriorsinternational.com