”Everything stems from that mouse.” This is the favorite sentence of Walt Disney, the founder of the Disney Company, on his lips. In fact, whether it is the US President Barack Obama or the golf star “Tiger” Woods, like countless ordinary people, their childhood memories are all “consuming” the smiles of the Disney mouse and the old duck. Sound, grew up “happily” all the way.
”Creating happiness” is the theme of Disney’s brand service that has remained unchanged for nearly a hundred years. Only by turning “happiness” into wealth can the value of the Disney brand be revealed. Disney’s successful market practice shows that the productization of “happiness” is a systematic project. In this project, not only the comprehensive attention to the details of “happiness”, but also the perfect integration of the “happiness” process is required, and finally the magic brand of “creating happiness for people of all ages around the world” is created.
In Orlando, Florida, the birthplace of Disney’s theme parks, you can tell if someone works at Disney by simply asking for directions. One of the first lessons for all Disney employees is how to give directions politely, and it is company standards to point with two or more fingers. This standardized design is because in some cultures it is impolite to point with one finger.
At Disney, attention to detail is ubiquitous as the source of the “happiness” experience. For all customers who visit Disneyland, Disney positions them as “guests” rather than customers, because in the minds of company employees, an unhappy “guest” and an unhappy “customer” are obviously two different things The concept that guests are welcome, and customers are often statistics. Disney employees, on the other hand, are collectively referred to as “actors” within the company, because the focus of the term “actors” is on “actors” with interactive performance value, rather than “workers” who work for work.
Disney takes first impressions very seriously and believes that “you never have a second chance to make a first impression.” A good first impression is very important, and people tend to make their first impressions in seconds. The first impression is strong and lasting.
In order to maximize the happiness of “guests”, Disney also conducts comprehensive and detailed research on the influence of “actors”‘s gestures, body posture and facial expressions on “guests” feelings. Throughout Disneyland, there are not only face-to-face surveys at the entrance of the park and the entrance of major entertainment facilities, but also a special “listening post” to answer questions and collect information from guests, and delicate comment cards like “happiness” Everywhere.
Children are one of the main guests at Disneyland. In order to experience their feelings from a child’s perspective, Disney’s creative designers wear knee pads and crawl around the park, so that they can capture the child’s sight and implement the design of related entertainment facilities. Therefore, in the whole park, “guests” and “actors” work together to create the “happy” atmosphere of Disneyland. Among them, employees play a leading role, and their specific behaviors include smiles, eye contact, pleasing behaviors, role-specific performances, and every detail of customer contact.
”What’s the formula for our success? It’s about paying attention to the myriad of little things, including the little things, the trivial things that other people don’t want to spend the time, money and energy doing,” said Disney fantasy engineer John Henchy. For us, that’s the only way to run it…it’s our model of success.”
The Happiness Project The consumer experience of
happiness and joy is a dynamic and continuous process, in which any momentary inadvertent oversight is possible Ruin the good mood of the “guest”. Mood damage, by spreading, will spread like the plague in the market. In order to avoid this situation completely, Disney pays great attention to the process integration of the countless service details.
Guided by the direction of “benefit”, Disney’s consistent service operation standards in order of priority include four elements: safety first, courtesy first, performance first, and efficiency first. These four service standards not only reflect the process standardization design thinking of “customer first”, but also fully demonstrate the company’s value pursuit for seamless connection of happiness creation.
Safety first. “People’s safety is the supreme law.” This jurisprudential proverb about the meaning of national legislation fully demonstrates the level of concern that modern society places on people’s safety. This is also fully reflected in Disney. Disney believes: We can’t just look at the statistics. Think about it, if there is a one in a million chance of going wrong, 10 million customers would have 10 accidents on our rides. Therefore, our designs should be 1 in 100,000,000, not 1 in 1,000,000. Therefore, safety is always Disney’s number one consideration. In every Disney theme park around the world, the safety design of all its entertainment and supporting facilities is generally higher than the requirements of local regulations. At the same time, in addition to dedicated security personnel, all Disney employees are trained on security measures and site-specific security practices.
Courtesy first. The polite service standard is to receive every “guest” who arrives at the park as if it were an important person. More importantly, meeting this standard to receive “guests” is to recognize and respect their emotions, abilities and cultures in a way that “guests” prefer, rather than assuming them for granted.
Perform first. The service theme calls for the highest level, the most perfect performance, and the performance in the service standard requires to provide wonderful uninterrupted entertainment services for the “guests”. Therefore, during the period of “guests” visiting the park, the performance should be smooth and natural from start to finish, and should not be interrupted.
Efficiency comes first. The pursuit of efficiency is not only reflected in the smooth, orderly and efficient operation of the production of “happiness” products, ensuring that “guests” can enjoy more happiness and happiness as they wish, but also in the rapid sales of corresponding products. After all, a company’s profitability is proportional to how well it can make its “guests” easy and efficient to use its facilities.
At Disney, if you look at people’s facial expressions, you can see how Disney takes people into an experience full of wonder, excitement, happiness and joy, sweeping away their busy and stressful lives. Such an experience will become an integral part of the conversation topic of every gardening family for months or even years to come.
”We don’t put ‘guests’ in Disneyland, but put Disney in their hearts.” The words of an old Disney employee expressed the true meaning of Disney’s happiness engineering design.
In great companies, the core appeal of brand value will always exist as a guide for inspiration and direction. At The Walt Disney Company, the brand service theme of “Creating Happiness” clearly and loudly declares a mission. To accomplish this mission means to provide the best happy consumption experience to “guests” of different age groups and from different countries and regions.
Delivering on promises, process is the primary determinant of product quality. The core of Disney’s “Happiness” brand construction is the quality service cycle, which consists of 4 elements, namely service theme, service standard, delivery system and service case.
In the quality service cycle, “actors” are the most critical delivery systems for service themes and service standards. At Disney parks and resorts, more than 2.5 billion “guests” engage with the company’s “actors” each year. Michael Eisner, former chairman and CEO of Disney, believes: “Every contact with a customer is an opportunity to win a customer or a reason to lose a customer.” Disney delivers services through scenes. The Disney Company believes that in real life, we can’t change other people, but we can change their environment, and they will change with it. From the perspective of business operation, the scene is also the platform for the company to conduct business. Its scene layout elements include architectural design, texture of floor surfaces, landscaping, center point and directional markings, lighting, colors, signals, smells, directional signs on carpets, music/surrounding sounds, touch/tactile experiences, etc.
In the Disney world, service standards are generated according to service themes, and the standards are defined and embodied through 3 basic systems. These standards are shared by every agency, including “actors,” scenes, and processes. In the end, the 3 basic systems are integrated and aligned, the whole is greater than the sum of the other parts, and this is the business operation behind Disney’s brand of happiness and magic.
The Disney branding fundamentals remain true to this day: produce the best happiness product you can; give “actors” effective training to support outstanding service delivery; keep learning from experience; celebrate success; never stop growing; Give up the belief in happiness.
”Disney was a creative genius who brought happiness and joy to people all over the world. But it’s not enough to judge his contributions on this alone… Disney is healing, comforting The contribution of the human mind may be greater than that of any psychiatrist in the world.” CBS commented on the contribution of Walt Disney, the founder of the Disney Company.
The “Happiness” Industry
The American Disney Company is undoubtedly a successful example of the operation of the global cultural “happiness” industry. Behind its “happiness” and “joy” culture is a business operation system in which the industry continues to develop, expand and upgrade. Starting from a handicraft workshop for drawing cartoon images in the 1920s, it has gradually extended its business from single production to selling movies and cartoons, developing and selling patented cartoon image products, operating Disney theme parks, buying TV channels and other fields. The huge production chain of the buckle market has driven a huge industry that has swept the world.
In 1955, Disney combined the color, excitement, magic and other expressions used in cartoons with the functions of amusement parks, and launched the world’s first theme park in the modern sense – Disneyland in Los Angeles. In 1983 and 1992, Disney built two large-scale Disney theme parks in Tokyo, Japan and Paris, France respectively by selling patents and other methods. Disney finally became a giant multinational company in the theme park industry. In September 2005, Hong Kong Disneyland opened, which will create a total of 36,000 jobs and bring Hong Kong 148 billion Hong Kong dollars in revenue in the next 40 years.
In the past 10 years, Disney’s “happiness” kingdom has been the trump card of business, which is to completely commercialize “happiness”. The box office revenue after the release of each film is the first round of revenue; the release of video tapes is the second round; then the theme park, each time a cartoon is released, a new character is added to the theme park, and the film and the park are jointly created. In an ambience that keeps tourists happy to pocket the money, Disney easily makes its way to the third round: Franchise and branded products, through the vast number of Disney stores and countless franchises that Disney has established stateside and around the world. Business partners to sell branded products and realize the fourth round of “extraction”. After the fourth round, Disney continued to acquire the most powerful media, from ABC TV to Fox TV channels, from cartoon movies to family entertainment, and even news channels. With the power of TV, Disney’s business won the “God’s God”. hand”.
In today’s world, wherever the media can reach, more than 80% of children and children know about “Mickey Mouse”, “Donald Duck”, “Snow White” and the famous “Disneyland”. From a simple hand-painted cartoon shape to the second largest media empire in the world today, Disney has not only created a myth of an animation kingdom and an entertainment kingdom, but has also become a model of successful operation from “cultural products” to “happiness industries” .
In the name of “happiness”, we use culture and capital to create a “lucid dream”, develop a series of products around this dream, and then introduce it to the world in the name of culture, creating a worldwide dream factory. This is Disney’s ecological chain and the secret of Disney’s success.