(This is Part 1 of a two-part series. For Part 2, see this post.)

Not too long ago I received a comment from a local reader on this post, asking,

… could you do a followup post or provide some resources as to HOW to be more like Disney World than a Circus? I agree that the marketing strategy of Apple/Disney World is more sound than a circus, but for a small business, it’s hard to sit back and let people come to you….especially when no one is coming. Would be great to hear some advice on how to get to that point or what it takes.

Well, Miss Adventure, I’m glad you asked.  You’re absolutely right — no, you can’t “sit back and let people come to you,” you have to be proactive. As I was outlining and writing this, I realized that I’d have to break this up into parts for length considerations, so consider this Part 1 of 2.

Before I get into it, let’s get this out of the way:

Full Disclosure: I used to work at Walt Disney World as a trainer of new hires in retail guest service. I educated new “cast members” (what they call employees) on WDW’s history, service guidelines, protocols, sales procedures, crisis management techniques, and more. There are many “Disney secrets” for which I am sworn to secrecy by the deal I made when I sold my soul to The Mouse, however nothing I write here should be considered a “Disney secret” in any way, shape, or form.

Here’s a secret I can tell you: Many of Disney’s “secrets” aren’t secrets at all. A lot of companies are just now waking up to the techniques Disney’s been employing all along, but by no means should they be considered “secrets.”

Okay then. Let’s get this ball rolling, shall we?

#1) Put customers first. Always.

Every Disney World cast member has a shared purpose, and that is “to make sure that every Guest who comes to the Walt Disney World Resort has the most fabulous time of his or her life.”  That means going above and beyond what’s expected of you. It means putting little unexpected touches on things. It means if you have to bend over backwards to make a customer happy, even if you have to stay late, even if you have to call all over the world to find whatever they’re looking for — do it. It means making sure that every touchpoint of your business is centered around the customer.

Honestly, I thought this was normal, but the thought of building a business around the customer seems to be a newer revelation in the business world. My friend Beth Harte recently wrote about this concept of “customer centricity,” which as I mentioned in her comments, I always knew as “The Disney Way.” One of the 10 lessons of sparking a powerful movement, according to the smart folks at Brains on Fire, is “movements make your advocates feel like rocks stars.” It’s the same idea. If it weren’t for your customers, you wouldn’t have business at all, so make them feel special.

#2) Celebrate and share your heritage.

“I only hope that we don’t lose sight of one thing — that it was all started by a mouse.” — Walt Disney

This oft-quoted saying of Walt Disney’s is one of the most prevalent in Disney culture.

As legend has it, Mickey Mouse was “born” in 1928 as a doodle on a train ride Walt Disney was taking from New York to Los Angeles. Disney was returning from an unsuccessful attempt to regain financial control and copyright of his cartoon creation Oswald the Rabbit. He did not want to return to his animation studio in Hollywood empty-handed, and he had to tell his animators something. So he spent the remainder of the trip developing a little mouse in red velvet pants, a character he first named Mortimer. At the suggestion of his wife, he renamed him Mickey, and the rest is history.

Don’t tell me your small business didn’t have an interesting start. Surely, doodling on a train ride isn’t that exciting or interesting in itself, but it’s the circumstances that surround the story and what happened since then that make it interesting.

One of my favorite attractions at Disney’s Hollywood Studios is a walking tour called Walt Disney: One Man’s Dream, which is an homage to the man himself and a museum of the company’s history. Think way ahead into the future — let’s say 100 years — and your company is still going strong. If there were to be a physical tribute to you and the beginnings of your business, what would you like to see included? Start there.

Think about how your small business got its start. What were your circumstances? What made you decide to take the leap? Once upon a time, there was something that made you decide to go out on your own. Honor your history. Celebrate your accomplishments, no matter how big or small. And definitely share it with your customers.

#3) Establish and enforce customer service standards for ALL employees.

Every cast member at WDW is held to the exact same standard of guest service. In Merchandise, where I was a trainer, there is a specific procedure in which cast members are expected to interact with guests at the park, and they are candidly evaluated and graded at least once every few months by their managers. For example, a couple specific points on the evaluation include using the guest’s name, acknowledging children in the party, and informing them about upcoming events within the parks. (“Hi Carol, what a gorgeous little girl you have. What’s your name? Who’s your favorite princess, Suzy? Ariel? Did you know she’s going to be in 3 o’clock parade?”)

Standards enforce consistency. Consistency builds trust. Trust builds customer sustainability. There’s a reason you can order your favorite drink at any Starbucks in the world and it will taste the exact same. Starbucks also prides itself on its consistency standards.

So sketch out your “pie in the sky” idea of how you’d like to see every one of your employees interact with your customers. Focus on the most key points, and draft up a standards procedure. (Nothing is too cheesy — I had to tell guests “Thank you and have a magical day!” after every transaction.) But drawing up standards isn’t enough, they’ve got to be enforced for consistency. Go ahead and tell your employees they’ll be graded on it. After a while, going through the standard customer service procedures become second nature. It’s been five years and I still use the two-fingered “Disney point” and probably will until the day I die.

There ya go. Three easy ways your small business can be more like Walt Disney World, and less like a circus. It’s not rocket science, and it literally IS Mickey Mouse. I hope I’ve answered your question, @Roakian, and if not, I’ve got three more points in the hopper to share soon.

Meanwhile, I’m wondering … anybody out there notice any other ways a small business can learn from Disney? Feel free to share your thoughts in the comments.

[Update 3/7/11: Part 2 is up, you can find it here.]

Photo of Cinderella’s castle by anneohirsch.