Improving the Guest Experience at the Walt Disney World Resort
Meeting the New Standard©
Improving the Guest Experience at the Walt Disney World Resort
Strategic Consulting
Josh Buchanan
Matthew Covarrubias
James Gillis
T.J. Lovejoy
Craig Wuollet
December 3, 2007
Executive Summary 3
Disney’s Guest Expectations 4
The Cast as a Core Competency 4
The New Cast Member Standard 5
Disney’s Cast Basics 5
Determining the Drivers of the New Standard 5
Do Cast Members feel valued? 5 Is Management creating an environment that has a positive affect on Cast performance? 6 Do Managers have the tools necessary to be Effective? 6 Treat Cast Members how you want them to treat guests 7
Achieving the New Cast Member Standard 7
Operational Areas 7
Training and Development 8
Management Training and Classes 8 Coordinator Training 8 Training and Education Incentives 9
Retaining Top Performers 9
Importance of Vision and Mission 10
Vision of the Ideal Work Environment 11 Attraction Mission Statements 11 Cast Ownership 11
Continuous Feedback and Reassessment 11
Cast Surveys 12 Guest Feedback 12 Analyzing Feedback and Approval Ratings 12 Regionalizing Guest Feedback 13
Applying the New Standard 13
Refocus Management on Cast 13 Develop Tools to Increase Management’s Effectiveness 13 Treat Cast Members how you would want them to Treat Guests 14 Long Term Benefits of Improving the Cast Experience 14
Strategy Map 15
Executive Summary
Disney Theme Parks create a magical environment for their guests in which none of their competitors can quite duplicate. This core competency is driven by their Cast Members and their world renowned guest service. To continue improving their business Disney has set up new cast member standards in the form of the Basics. These new standards expect Cast members to maintain and reinforce the ‘magical’ experience of guests by being approachable, engaging, and willing to go above
Improving the Guest Experience at the Walt Disney World Resort
Strategic Consulting
Josh Buchanan
Matthew Covarrubias
James Gillis
T.J. Lovejoy
Craig Wuollet
December 3, 2007
Executive Summary 3
Disney’s Guest Expectations 4
The Cast as a Core Competency 4
The New Cast Member Standard 5
Disney’s Cast Basics 5
Determining the Drivers of the New Standard 5
Do Cast Members feel valued? 5 Is Management creating an environment that has a positive affect on Cast performance? 6 Do Managers have the tools necessary to be Effective? 6 Treat Cast Members how you want them to treat guests 7
Achieving the New Cast Member Standard 7
Operational Areas 7
Training and Development 8
Management Training and Classes 8 Coordinator Training 8 Training and Education Incentives 9
Retaining Top Performers 9
Importance of Vision and Mission 10
Vision of the Ideal Work Environment 11 Attraction Mission Statements 11 Cast Ownership 11
Continuous Feedback and Reassessment 11
Cast Surveys 12 Guest Feedback 12 Analyzing Feedback and Approval Ratings 12 Regionalizing Guest Feedback 13
Applying the New Standard 13
Refocus Management on Cast 13 Develop Tools to Increase Management’s Effectiveness 13 Treat Cast Members how you would want them to Treat Guests 14 Long Term Benefits of Improving the Cast Experience 14
Strategy Map 15
Executive Summary
Disney Theme Parks create a magical environment for their guests in which none of their competitors can quite duplicate. This core competency is driven by their Cast Members and their world renowned guest service. To continue improving their business Disney has set up new cast member standards in the form of the Basics. These new standards expect Cast members to maintain and reinforce the ‘magical’ experience of guests by being approachable, engaging, and willing to go above