Last week I had the opportunity to visit Disneyland. We spent two days at the park, the latter culminating with the festivities associated with the premiere of Pirates of the Caribbean: On Stranger Tides.
Preparations on Main Street, U.S.A. for the premiere of Pirates of the Caribbean: On Stranger Tides. Photo by J. Jeff Kober.
This article isn’t about that. Rather it’s about the day before, and about a third attempt I have made to document the 1:1 performance of the cast members. I have spoken about this in earlier articles. In my first article, “How Many Cast Members Do You Interact With Each Day?” I spoke about the fact that most guests experience some 65 exchanges with a cast member during an average visit. Some of those experiences consist of “Watch your step please” or “How many are in your party?” and other exchanges are much less transactional and much more interactive.
We arrived around 10 a.m. and left around 11 p.m. that evening with a three hour break back at our non-Disney hotel. True to average, we experienced some 70 interactions. In 2008 we had experienced some 76 interactions with cast members. In another article written last Fall called “Transaction vs. Interaction,” I chronicled some 54 exchanges with cast members (a day that was not as long as the other two days). Here are some of the highlights of this visit:
The first person we met was at our Marriott hotel. He had on a cast member nametag and was full of information about what was going on that week at Disneyland. Here was a person who was not even on property, but he had been equipped with information about what was going on during the Pirates of the Caribbean event the next day and filled me on all the details. That said, I asked about how to acquire a Premier Passport, which allows me access to not only Disneyland year around, but all of Walt Disney World as well (frankly, there is little inside detail on this online). He informed me that he couldn’t handle that type of purchase. I asked if I should then purchase the pass at the ticket booths outside the gate. He told me that what I needed to do was to purchase a ticket prior, and then head to Plaza Pavilion. He also knew other important information about transportation to and from the parks and hotels, and insights necessary to enjoying my stay. I was very impressed with his knowledge and willingness to share. He knew his stuff.
That leads me to an older cast member we met at Plaza Pavilion. His insights about the pass was very helpful, and supported me in getting the best value for my money. Because there was another month and a half on my Walt Disney World annual pass, he advised me against purchasing the Premier Passport at that time, but rather suggested that I trade my two-day pass for an annual pass to Disneyland, and, with my pass expiring at Walt Disney World in June, that I then exchange the pass for a Premier Passport at that time. He even weighed the pros and cons of going on the month to month plan prior to then going to the Premier Passport. Clearly, the time spent with him provided me the best insight and value for my dollar.
Then the conversation with this same cast member turned more interesting as he proudly pointed out that the cast at Disneyland truly exceeded the quality of the cast experience at Walt Disney World. While he had no idea of the research I was informally conducting that day on the quality of interactions at Disneyland, I listened to his experience and line of reasoning, I didn’t debate the matter, but my previous experiences had not really held that for me. But my mind was about to change as we ventured through the remainder of the day.
In the first article, I noted how often a cast member displayed one of the four Disney keys: Safety, Courtesy, Show, and Efficiency.
There are many opportunities cast members operating attractions have to display the four Disney keys: Safety, Courtesy, Show and Efficiency. Photo by J. Jeff Kober.
I also noted the number of significant interactions. Here’s how it panned out:
July 2008
- 22 Safety
- 27 Courtesy
- 10 Show
- 42 Efficiency
- 6 Significant Interactions
May 2011
- 11 Safety
- 30 Courtesy
- 5 Show
- 29 Efficiency
- 11 Significant Interactions
In quickly looking at this you may be shocked by how few instances of Safety and Efficiency there are in this most recent visit compared to the first trip. Know that in July 2008, we experienced some 16 attractions and an earthquake that shook Los Angeles around mid-day. On this last trip, we did only 10 attractions and they were not major high octane E-Ticket attractions like Space Mountain or Indiana Jones Adventure.
There’s a script for attractions like this. But what’s most remembered is the interaction. Photo by J. Jeff Kober.
That said, the courtesy was slightly higher, and the number of significant interactions was dramatically higher. Remember that a significant interaction consists of something of the caliber I described in the above instances. Part of that has to do with our wearing anniversary buttons during the latter half of the day. But some of it simply has to do with the fact that I think the cast members are more committed to courtesy and interacting with guests than they have been before.
In my “Transactions vs. Interactions” article I mentioned a cast member by the name of Paula, who I observed doing dispatch at Peter Pan’s Flight. I was so taken by how alive and focused on the guest experience she was. It was an amazing thing to see.
Paula last year operating Peter Pan’s Flight. Photo by J. Jeff Kober.
I wondered this time if I would see her again. To my surprise, as my wife and I came out of Snow White’s Scary Adventures, there was Paula. She saw our anniversary badges and immediately went into a song celebrating our special occasion (27 years). Then she asked if we would like to stay on and ride the attraction again (a simple but easy way to create a memorable moment). When we came out the second time, she was managing a family with mobility challenges, all the while singing again to us, and wishing us well. Wow! I’m not suggesting that every cast member be expressive and sing to the guests. But I do think there is something to be said about how cast members or employees can stay focused on providing the very best guest experience possible.
No one expects a Cast Member to be the “fairest in the land” but they do expect them to be their very best no matter what their strength. Photo by J. Jeff Kober.
The next day I didn’t count, but I found the castmembers as a whole to be just as courteous, as they focused on delivering a day guest experience while dealing with a Pirates of the Caribbean movie premiere. I have to say, I think that Disneyland is better than it has ever been in terms of providing a courteous and interactive guest experience. Is it better than Walt Disney World? That’s difficult to say. I should do this type of experiment more often back home, but living so close and being an annual passholder, I seldom, if ever, do a full day experience in the parks. I also think that the greater resort element at Walt Disney World may make the comparison more of apples to oranges. That said, if there is a difference, I think it’s in the fact that I believe those providing a more courteous, interactive experience have, on average, longer tenures with the organization than those who don’t.
There is much we take for granted at Disneyland that depends on front-line cast members being very attentive to the guest experience, like those at the Matterhorn Bobsleds. Photo by J. Jeff Kober.
By the way, when I talk such differences with my wife, she’s quick to respond that, whatever Disney does, it’s light years ahead of what you’re getting at a big-box retailer, the doctor’s office, or at a fast food outlet.
What’s your experience? Do you think Disneyland is more courteous today than it was, say, 10 years ago? Does it stand apart from other places where you do business or shop?
Do you think the cast members at Disneyland are a greater caliber than those at Walt Disney World? Which cast members do you find to be more genuine and interactive?
Let us know. Meanwhile, enjoy the parks!
