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The magic kingdom is actually the magic kingdom. Its other name is Disneyland. They don’t have any employees there. They don’t call anyone an employee. Everyone is a cast member. They don’t have a job description they have scripts. Every single day, every single thing that everyone does is a performance. Nobody has a job; they have roles. They are never on duty or off duty. They are either on-stage or off-stage. So everybody all the time is attuned to the overall performance. They are all busy delivering for their consumers.
You go to a guy sweeping the sidewalk at Disneyland and you can ask him anything about Disneyland. You ask him, “When was Mickey Mouse born?” And he will tell you that. Every single person there has been perfectly trained. But it starts before the training-it starts with recruitment.
You might have seen this video where they ask the HR Head of Disneyland how they hire people. And this lady just smiles back at the interviewer. So he asks her again, “Can you tell me something about your recruitment process? How do you hire people?” She keeps smiling, so the interviewer thinks she’s not too bright, she can’t speak. And he asks again, ‘Please can you tell me’. She says, “I am telling you. We just look for the smile. If the person can smile we hire him. That’s the most important thing.” It seems such a juvenile, childish thing to go to Disneyland. But whether you go to Disneyland, Europe, the U.S, wherever-it’s all over the place now-it’s a fascinating customer service experience.
Another Disneyland example: the worst part about Disneyland is the waiting in the queues. And here’s how-with a pinch of ingenuity-you can turn a disadvantage into an advantage. Now, at Disneyland, they have these massive rides on weekends. They are long queues ahead of every weekend. Now it is rather painful to wait in a line. One of the things I hate most about living is standing in queues. I try to dodge them whenever possible. But these innovative Disneyland guys have an interesting solution, to lighten your burden. They have characters coming around. Mickey Mouse for the kids, and maybe Mickey’s girl, Minnie. Always works for the kids.
They also have a lot of other tricks apart from this. You know, they put up a sign that the wait for this ride is 55 minutes. You don’t want to wait 55 minutes but the kids are badgering you, so you get into the line. And you find, 40 minutes later, you’re in. The guy told you 55 minutes! It’s your lucky day! And you feel good about yourself. Of course, it’s all stage-managed. They over-state that waiting time so when you get there before time, you feel great. They always under-promise and over-deliver. Most of us do exactly the opposite.
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