Please wait while the transcript is being prepared...
0:00
Hello. My name is Robert Ford.
I'm a Professor Emeritus at
the University of Central
Florida in Orlando, Florida.
My opportunity today to
talk to you is centered
around customer
service and how to
deliver "wow"
customer experiences.
You'll notice that
there's a subtitle here.
'What Disney Taught
Me about How to
Deliver "Wow" Customer
Experiences'.
As I'll talk about
in a few minutes,
you'll learn that
I've learned a lot
from living down the street
from Walt Disney World.
They've been kind
enough to teach me
a lot about what they
call "guestology".
I'm going to share
"guestology" with you today
because that's the key to
their customer
service excellence.
0:44
Why should you care
about customer service?
Developed nations are
now service economy.
Customers reward and return
to companies that provide them
with a memorable experience
instead of just a
service transaction.
Your success and
your career success
depends on learning
how to create
a memorable experience for
customers who are paying you to
manage them to co-produce
those memorable experiences.
There is increasing
dissatisfaction with
customer service.
Remember, if you don't meet
your customers' expectations,
your competition will.
Let me give you some insight
into the problems we have.
1:24
This is the 2022 American
Customer Satisfaction Index
calculated and compiled by
the University of Michigan
in the United States.
Look at the industries which I
selected and the average
scores for the industries.
Look at the numbers,
middle 70s and low
70s, maybe a low 80.
Think of those in
academic terms.
B minus is the highest
number you can see here.
Most of them are
in the middle C's.
Some of these are C minuses.
Look at hotels and
hospitals - 71, 71.
Restaurants are doing okay,
but fast food
restaurants, not so much.
Airlines, well, we
know that story.
What does this mean for you?
