Inside the Magic Kingdom : Seven Keys to Disney's Success

I'm always pleased when a former student lends me a book . . . that is how I came to read INSIDE THE MAGIC KINGDOM: SEVEN KEYS TO DISNEY'S SUCCESS by Tom Connellan . . . it is
a fictionalized version of the experiences of a group of individuals who attend a Disney University seminar to learn that corporation's approach to customer service.

Though the approach is somewhat hokey, I nevertheless got a lot out of reading this short book that took me little over an hour to read--but left me thinking about it for a lot longe.

There were several passages that caught my attention:
* [Michael Eisner spoke to the class for a few minutes, then offered to answer questions. As he concluded his comments, he said, "No one ever wants to ask the first question, so who would like to ask the second question?" It got a small laugh, then the room filled with questions.

What a clever way to start questions flowing, thought Alan. Back
home, when he gathered people together for a meeting, it was
sometimes difficult to get them to open up. Eisner's approach,
on the other hand, immediately put people at ease.

* [to average at least three positive comments to one negative]
"Here's what you do. At the beginning of the day, put ten dimes
in your pocket or somewhere easily accessible.

"Every time you see someone doing well--paying attention to
detail, listening to customers, anything that helps wow your
customers--I want you to recognize that person for her
contribution.

"After you're done so, move a dime to another pocket. The next
time you recognize someone, move another dime.

"Your goal is to get all ten dimes moved by the end of the day. Do
if for thirty days and see how things have changed. I think you'll be
pleasantly surprised."

"Why thirty days?" asked Bill.

"It takes most people twenty-one days to establish a new habit,"
said Mort. "I'm just adding a little insurance to make sure it
really takes."

* [the French Pavilion] "reminded me of something my college
history professor said: 'Tell me, and I forget. Show me, and I
remember. Involve me, and I understand.' That's what I felt about
the French Pavilion: it involved me. I stopped thinking of it
as just a place to have lunch and began to enjoy the
moment--something I need to do more of."

To read a book in a day and a half says a lot about the book to me. I could not put the book down. Being an incredible Disney fan, I found even more ways for me to enjoy the experience the next time I go. I also found a renewed spirit for giving extraordinary customer service. Working for a brokerage firm, I realize that it is not just place the trade and hope that that contact gave value to the customer. It is taking each individual contact and ensuring added value to that customer's experience. This book is a definate read for everyone in the customer service field. If you are in business, then you ARE in customer service. Take the time and read this book and then read it again, you won't be disappointed.

A number of years ago, I had the pleasure of leading a group of our clients to do a site visit at Walt Disney World to study the best practices employed there. During that session, I was struck that people who had been at Disney World as customers many times had failed to appreciate the management lessons of how the results are achieved.

This wonderful book gives you an experience very similar to the one that my clients and I had on this visit. You will find out about the incredible attention to detail that provides the potential for a flawless customer experience, the fabulous underground city beneath the Magic Kingdom, the remarkable recruitment and training methods used to produce the show with such a fine cast, and the principles of personal responsibility that make it all work.

All of this is summarized into 7 simple lessons that you will have an easy time remembering. Each is rooted in Disney examples that will stick with you, making good hooks for remembering the principles.

But this is not just another In Praise of Disney book. The author spends considerable time taking the principles and suggesting how they should be applied in other kinds of businesses, both large and small. This is done both through having 5 executives taking the tour, each from their own perspective, but also by providing some guidance at the end about how to use the lessons.

The format of the book is somewhere between management fable and analyzed case study. Since it is neither and both, you will probably find this to be pleasant reading. I know I did.

Enjoy and apply! Then give yourself a trip to Disney World to do advanced study as a reward! Disney offers many seminars and educational opportunities to extend the lessons offered in this book. How to sign up for these is outlined in the book

If you've ever visited Disneyworld, you probably didn't know that as you stood gazing at the quaint replica Italian square, Morrocan kasbah or the castle of the Magic Kingdom, you were actually standing on the roof of an enormous building. Underneath your feet (which, by the way are being scanned by video cameras; a Disney security guard can find a lost child by the description of his shoes) is a hive of activity with "cast members" performing their roles with exceptional training and dedication.

Hidden doors, passageways and stairs are everywhere in Disneyworld--if you know where to look past the eye-teasing designs of the buildings. Behind the scenes a lot is going on, and that's what this book is about.

The book takes the somewhat hokey form of fictional tour given to a stuffy old guy who finally is won over to the Disney way. Despite the whimsical and not-exactly-business-textbook tone, the book does contain the principles which have made Disney a billion-dollar powerhouse. The Disney principles outlined in this book for customer service have allowed the company to achieve a consistent level of performance and quality that is unsurpassed. When have you ever heard a person return from the seemingly manditory pilgrimage to Disneyworld that they were "disappointed?" Here's a telling anecdote from a friend of mine that points to Disney's dedication to customer satisfaction; as they were leaving the park, their little daughter was crying. She didn't get to see Minnie Mouse amongst the roving costumed cartoon characters that day. Her cries were heard by watchful cast members and a Minnie Mouse was dispatched by radio to meet with her young fan before she left. It was unthinkable that anyone should leave Disneyworld disappointed.

If you read this book, and then get a chance to go to Disneyworld, you can watch the principles in action. If you are really lucky and get a VIP behind the scenes tour, you will never look at Disney the same way again. From crowd control to security, to marketing, to customer satisfaction, they have produced a product worth studying for success in your business endeavors. Some people find the fictional story a bit childish, but other find it makes the dry business reading enjoyable. Either way, the principles of customer satisfaction and how to achieve it are clearly outlined here and worth your while to know.

Stayed up way over my bedtime and finished this book in just 2 nights! Being in customer service it's sometimes hard to keep that smile on your face, but after finishing this read, I'm recharged and full of GREAT ideas to use throughout my store. I'm full of PixieDust and ready to "Disney" all my customers. Disney's culture is simply AMAZING! This book catches and holds your attention, is easy to read, yet is very informative and gets the ideas flowing. Ideas and information that can be used immediately.