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About Dennis Snow Dennis Snow began his Disney career in 1979 as a front-line attractions operator. As he advanced through the company, he managed various operating areas throughout the park, learning and applying the skills it takes to run a world-class, service-driven organization like Disney. He launched a division of the Disney Institute responsible for consulting with some of the world’s largest companies including ExxonMobil, AT&T and Coca-Cola. This division quickly became the fastest growing venture of the Disney Institute and experienced repeat business of nearly 100 percent. He also spent several years with the Disney University, teaching corporate philosophy and business practices to cast members and the leadership team. While there, he coordinated the Disney Traditions program, which is universally recognized as a benchmark in corporate training. In his last year with Disney, Snow’s leadership performance was ranked in the top 3 percent of the company’s leadership team. Today, Snow is a full-time speaker, trainer and consultant who helps organizations achieve goals related to customer service, employee development and leadership. |
Dennis Snow has seen Cinderella smoke at Disney World. Yep, that’s right, in her gown and everything. Not quite the princess you thought she was now, is she?
He’s also heard Disney cast members swear, and even – gasp – complain about customers. It seems unheard of in such a perfectly created fantasy world, but the famous theme park goes to great lengths to make sure the public doesn’t see things like that.
Snow owns Snow & Associates Inc. and previously worked at the Walt Disney World Co. – an organization known for high levels of customer service. He also wrote the book, “Lessons from the Mouse: A Guide for Applying Disney World’s Secrets of Success to Your Organization, Your Career, and Your Life.” At the 2012 Tropical Plant Industry Exhibition in Fort Lauderdale, Fla., in January, he shared some of his keys for building strong customer service based on his experiences.
A smoking Cinderella was an illustration of one of his keys for service – pay attention to the details. He says you have to keep the “backstage” from coming “on stage.” While the person who plays Cinderella may be a smoker on her breaks when she’s out of sight of park visitors, she wouldn’t dream of lighting up outside her prized castle in front of customers.
“In your business, what are those smoking Cinderella behaviors?” Snow says. “We all have them.”
He says you need to have a dialogue with your team. He calls it an “Everything speaks” discussion. If you have trash on your grounds, that speaks to your customer. If your website doesn’t work, that speaks as well. Brainstorm a list of all the “Everything speaks” elements of your business that could be distractors to visitors or customers.
Then, for every item you come up with, he says to create an “Everything speaks commitment” for it.
“How do we make sure the details say exactly what we want them to say?” Snow says.
So for example, if you identify trash as a distractor on your grounds, the commitment would be to pick it up.
After you identify all of these distractors and commitments, he says to choose the top 10 and make those a part of your culture.
For more: Snow & Associates Inc., www.snowassociates.com
Explore the May 2012 Issue
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