Walt Disney

‘Be Our Guest’…Once Again at Disney Parks

posted on February 22nd, 2012 by Stacey Thomson, Global Public Relations Manager, Disney Institute


In honor of Disney Institute’s 25th anniversary, Disney Publishing Worldwide has released an updated edition of Be Our Guest: Perfecting the Art of Customer Service, the quintessential guide to Disney’s legendary customer service. Authored by Disney Institute and writer Theodore Kinni, the updated book outlines how customer service continues to provide a competitive edge for a company that, as Walt liked to say, “all started with a mouse.”

'Be Our Guest: Perfecting the Art of Customer Service' by Disney Institute and Writer Theodore Kinni

Exceeding expectations rather than simply satisfying them is the cornerstone of the Disney approach to customer service. Be Our Guest: Perfecting the Art of Customer Service outlines how Disney Parks consistently delivers quality service to tens of millions of guests each year. How do we do this? By focusing not just on task, but also on “purpose.” The task of a custodian at Magic Kingdom Park is to keep the park clean, but his purpose is to make guests happy. That’s why you’ll see him providing directions, making small talk with families or even leading impromptu parades.

Be Our Guest: Perfecting the Art of Customer Service gives many examples of Disney Institute clients that have used Disney best practices to improve the way they do business. It’s pretty compelling to see the results they enjoy when they find a common purpose – making customers happy.

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Filed: Disneyland Resort, Walt Disney World Resort

A Disney-Style Super Bowl with Disney Institute

posted on December 12th, 2011 by Stacey Thomson, Global Public Relations Manager, Disney Institute


How, exactly, do you get 20,000 employees to deliver an exceptional customer experience?

You can start by looking to Disney, which is exactly what the NFL’s Super Bowl team is doing in preparation for the big game taking place in Indianapolis in February. As Frank Supovitz, senior vice president of events for the NFL, said to USA Today this week: “Nobody’s better at it in the world than Disney. You see that any time you go to their theme parks. They’re very customer-oriented.”

Disney Institute Teaming with the NFL to Help Implement Fans First Initiative

Disney Institute is in the second phase of a three-part engagement with Supovitz and his Super Bowl team to help implement Fans First, an initiative designed to improve the fan experience – from airport, to parking lot, to stadium seat and back. The secret lies in the upfront training. Everyone (from manager to front-line worker) has to be on the same page and has to have the same customer-focused goal. It’s similar to the approach we use in Disney Parks around the world.

The end goal? Make all Super Bowl fans feel like VIPs.

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Backstage Tours Offer Insider’s Look at Disney Parks

posted on April 12th, 2011 by Stacey Thomson, Global Public Relations Manager, Disney Institute


One of the most interesting and educational aspects of Disney Institute is its backstage tours at Disney Parks. These tours give guests an insider’s look at how Disney makes the magic. Most of them are for business professionals who are learning Disney best practices. But we also offer unique tours for guests vacationing at Walt Disney World Resort – tours that cover multiple theme parks in the same day.

Take a Behind-the-Scenes Tour at Walt Disney World Resort

The most popular tour, Backstage Magic, was just refreshed with new experiences and content. This tour is just over seven hours long and includes walking through the tunnels under the Magic Kingdom, behind the screen at The American Adventure at Epcot, lunch at Whispering Canyon Cafe and a unique look at the Twilight Zone Tower of Terror at Disney’s Hollywood Studios. Wrap up the day at Disney’s Animal Kingdom theme park with an up-close look at Mickey’s Jammin’ Jungle Parade.

Check out this video of the tour, led by Disney Institute facilitator Mark Matheis. For more information or to book a tour, click here.

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Happy Birthday, Disney Institute

posted on February 9th, 2011 by Stacey Thomson, Global Public Relations Manager, Disney Institute


Often, it takes time to find success.

It was 15 years ago today that Disney Institute opened a campus in the area that is now Saratoga Springs Resort and Spa near Downtown Disney. The campus offered a variety of “leisure learning” activities such as cooking and landscaping classes. Eventually, the campus closed and many thought Disney Institute closed with it. But we’re still here, better than ever.

Disney Institute

We always offered business programs in addition to the leisure classes. It took us some time, though, to realize that the business programs are our sweet spot. So now we travel the world teaching Disney best practices in leadership, management, service, loyalty and innovation. The programs often include behind-the-scenes experiences at Disney Parks, where you get to see first-hand how Disney keeps things running every day. It’s a pretty cool way to learn from one of the world’s most admired companies.

Here’s programming director Bruce Jones with more on what we do and how we do it.

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