Monday, May 4, 2015

"What time is the 3 o'clock parade?": Building Deeper Connections the Disney Way

It's a reasonable response to answer the question you are asked, but in doing just that you are missing a chance to make a deeper connection.  Tom Connellan, in his book Inside the Magic Kingdom: Seven Key's to Disney's Success, tells a story about a Walt Disney World cast member's answer when approached and asked what time the 3 o'clock parade begins.  Without missing a beat, the cast member sincerely responded, "Well, the parade does start on time, and you should get there around 2:30 to get a real good place."  Connellan calls this the "unasked question--what they really wanted to know", and it's a skill that's easy to master with the right, or a "good", attitude.

Connellan recommends adopting a mindset of "believing people are smarter than they sometimes seem, knowing that people sometimes have trouble saying things clearly."  Your first reaction to these guests asking about the parade was probably one of surprise, setting your System 1 thinking in motion and at the ready with a logical and fast response of, "Why 3 o'clock, of course."  Recognizing this bias towards action will help you implement Connellan's prescribed attititude change for the better.  With only a little practice to slow down and engage your brain's System 2, you are ready for the final piece of the puzzle: seeking to give value.

Putting System 1 in check only represents the first step in moving your connections beyond shallow and robotic responses.  Taking another look at Connellan's example, the Disney cast member (this is how Disney refers to its employees) first acknowledges the question and turns it into a positive statement:  "the parade does start on time".  This serves two purposes.  First, the cast member shows good listening skills by restating the question; and second, it sets an expectation that events at the park are mindful to start as promised.  

Having now created a positive experience in this initial interaction with the guest, the cast member uses his "good attitude" bias to springboard, paired with experience and insight, and move past merely answering the question.  This leaves the guest with not only the information that was most valuable to them (i.e., getting to the parade on time), but with a sense that the Disney cast member truly understands their needs, even when they are not explicitly articulated.  Walt Disney often referred to "plussing" when pushing Imagineers towards further improvement of their ideas.  That attitude delights Walt Disney World guests still today and is one that will help you improve your own relationships as you plus your approach towards interactions.

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