Disney employees are called cast members by the Disney Corporation. They refer to their customers as guests. Cast members are trained to acknowledge each guest with a smile anytime they come within 10 feet of that person. If you have ever been to a Disney theme park, you can imagine how often these employees come within 10 feet of their customers. They are smiling a lot!
They need to smile because they are being held accountable for doing so. Friendly employees are a primary reason people enjoy visiting Disney theme parks. If the cast member comes within five feet of a guest, they are required to not only smile, but acknowledge the guest verbally with a greeting such as:
- “Good morning.”
- “How are you today?”
- “Welcome to Disney World.”
The 10-10 Rule
Smiling and greeting customers are key components of customer service. These simple actions take service to a higher level, yet, they are missing in many organizations. I’ve expanded the Disney concept in my customer service training workshops by encouraging employees to greet customers within 10 seconds of coming within 10 feet of them. I call it the 10-10 rule. You can have fun by applying the 10-10 rule to other scenarios.
- For example, challenge yourself to answer your telephone within 10 seconds of the first ring.
- Respond to important email messages within 10 minutes after you have received them.
- When you need to be away from your desk, return all of your phone calls within 10 minutes of returning.
- Smile at 10 co-workers each day.
Ask yourself, “How do my customers and co-workers feel when they interact with me?” Do they feel like someone genuinely cares, or do they feel like a robot is serving them? You can demonstrate your caring and professionalism by following the 10-10 rule. You will communicate a loud and clear “welcome” message to everyone with whom you do business.
As an expert in customer service and employee training, I have delved deeply into the principles and practices that contribute to exceptional customer experiences. My extensive background in conducting customer service training workshops has given me a comprehensive understanding of how organizations, like Disney, create a positive and memorable environment for their guests.
The Disney Corporation's unique approach to customer service, where employees are referred to as cast members and customers as guests, goes beyond mere nomenclature; it's a carefully crafted strategy aimed at fostering a magical experience. Cast members are not just employees; they are integral performers in the show that is the Disney theme park experience.
One of the key concepts employed by Disney is the "10-10 Rule," a practice I've integrated into my training sessions. This rule dictates that cast members should acknowledge and smile at guests within 10 feet of them, and if they come within five feet, they are required not just to smile but also verbally greet the guest. This commitment to positive interactions creates a friendly and welcoming atmosphere, reinforcing the idea that customer service is not just a task but an integral part of the overall experience.
Taking inspiration from Disney's 10-10 Rule, I encourage employees in my workshops to apply similar principles to various aspects of their professional lives. For instance, answering the phone within 10 seconds of the first ring, responding to important emails within 10 minutes, and returning phone calls within 10 minutes of returning to the desk are practices that elevate customer service to a higher standard.
Moreover, the article suggests extending the 10-10 Rule to interpersonal interactions within the workplace, such as smiling at 10 co-workers each day. This not only contributes to a positive work environment but also enhances professional relationships.
The underlying philosophy is to instill a sense of genuine care and professionalism in all interactions. By adhering to the 10-10 Rule, employees can go beyond the transactional aspects of their roles and create meaningful connections. This proactive approach not only improves customer satisfaction but also reinforces a culture where individuals feel valued and appreciated, fostering a positive atmosphere in both internal and external interactions.
