July 10, 2007 |
Posted By Patrick J. Lamb |
0 Comments |
The Ears Have It: Critical Customer Service Lessons From Mickey Mouse
Yesterday, I wrote about the language of customer loyalty and I just posted about the importance of the customer's experience. Following this theme, I want to refer you to a recent post by Ron Baker on the Verasage blog, Earning My Mouse Ears, Part III: The Disney Approach To Customer Loyalty. (Again, for those of you who believe that what happens in the real world has no relevance to the legal world, read no further.) Here is the dominating message from Ron's post:
No, loyalty is not dead in the business world. What's dead is a reason to be loyal. You must earn customer loyalty. You have to invest in the relationship, not just satisfy existing needs. You must move your firm from the Passive (satisfaction-based) to the Interactive (commitment-based) side of the Customer Relationship Scale and develop a long-term partnership with your customers. That is how Disney creates "Moments of Magic" and superior financial results. And you can do it, too.
Part I and Part II of Ron's Disney experience trilogy are central to understanding the dynamic of one of America's leading customer service institutions.
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