“When Hinges Squeak” Becomes “When Standards Speak”
Service at Disney’s Haunted Mansion
Home to 999 ghosts and millions of guests. But there’s always room for one more. Photo by Jeff Kober.
This week the gates of the Haunted Mansion will reopen to “foolish mortals” at The Magic Kingdom in Walt Disney World. While the rehab may not be as extensive as some other attractions, nor does it consist of a redressing like we see with Disneyland’s hugely popular “Nightmare Before Christmas” event, it does represent the most major overhaul of the attraction since opening in 1971.
Across the Internet there have been articles and speculations regarding upcoming changes. Whether your favorite attraction highlights remain, or you experience new chilling effects along the way, one thing will remain permanent—the attraction will follow four operating standards that guide the design and activities of not only The Haunted Mansion, but all the attractions, resorts, and experiences that can be found at both Disneyland and Walt Disney World.
These standards are not long and arduous edicts found in dusty protocol books on a shelf. They consist of four simple keys that make up the customer experience at any Walt Disney attraction. Originated by Dick Nunis in the 1960’s, they are listed in the following priority order:
Safety – Safety is priority number one among all Disney standards. It’s important that the park not only be designed with the safest possible conditions, but that cast members be the eyes and ears of the guests to help protect them from possible accidents and mishaps. A common phrase among cast members (especially those associated with attractions like The Haunted Mansion), is the very unofficial, “A dead guest is not a happy guest”.
Courtesy – While in the spirit of The Haunted Mansion, cast members may suspend what Walt Disney World is known world wide for—friendly customer service. But in general this plays out as cast members treat each guest as a VIP (Very Important, and Very Individual Person). Service behaviors such as greeting each and every guest, as well as focusing attention on children all contribute to being Courteous.
Show – The Haunted Mansion reinforces the importance of the Show in its myriad of details. It’s displayed in its stories, architecture, animatronics, music, lighting and FX. From Madame Leota to the spreading of cobwebs, there is much in the show that captures you and brings you into what is a quintessential Disney experience.
Efficiency – This was originally listed as Capacity. In time, the term was changed to Efficiency to capture a broad array of organizational issues. With tens of thousands of guests going through the parks, Efficiency is critical to the success of the operation. In The Haunted Mansion it plays out not only with the continuously moving Omnimover vehicles, but in the duplicate sets of stretching rooms that continually feed guests to the ride portion of the attraction.
These standards are critical to the Disney experience that guests receive. Let’s see an example of how these standards play out:
You are a cast member at The Haunted Mansion, costumed in a cloak of black and deep forest greens. Your role is to assist guests in boarding their “doom buggies” as they continue their journey into the dark abyss. You walk continuously backward on the moving platform, encouraging guests to “watch your step.” After repeating this activity for some duration, you look up only to find that no one is boarding. In surveying the queue, you notice that the entire line is held up for an elderly gentleman with a walker. You have a few options:
1. If efficiency is your biggest priority, you could holler: “Get out of the way, you’re holding everybody up. Keep moving along people!” Of course, that would be throwing courtesy to the wind, not to mention doing little for safety or Show. But it would be efficient.
2. You could stop everything and put on a little show, giving the elderly man a complimentary death certificate and declaring him “most likely to be the next permanent occupant of the Haunted Mansion.” It might make for interesting Show, but the elderly individual might not take it as very courteous, and it would create for a very inefficient operation.
3. You could slow, or more likely, bring the ride to a stop, then assist the elderly gentlemen in boarding his “doom buggy.” It would be the safest thing to do. And it would be a great act of courtesy.
Watch your step… And look alive. Photo by Jeff Kober.
Obviously, item #3 is the appropriate choice, and the one that should be played out all the time at The Haunted Mansion. And if we are managers and notice that the ride has come to a stop, we would follow up with that front line cast member and ask how they made their decision. If that decision was made in the context of a set of prioritized standards, then we know we have taught the cast member how to make decisions within the correct framework.
The only downside is that for everyone experiencing the attraction, they would come to a stop, and begin wondering whether the attraction had stopped operating. This is an example of where management approaches these standards strategically. It would not be safe if guests began to wonder if the ride had ended and they began to try to get out of their ride vehicles. Also, it ruins any magical moment if, out of safety and courtesy, we just announce: “The ride has stopped. Remain in your vehicle.” Instead, Imagineers and operators created a solution that works within the framework of those standards. Instead of a simple, rote recording, the following is stated by a haunted voice within the mansion: “Prankish spirits have interrupted our journey. Please remain in your Doom Buggy.”
In short, we can operate tactically and strategically within the framework of a given set of service standards.
It plays out elsewhere around the Haunted Mansion. Here are some examples:
The Greeter – The greeter at the entrance to a ride and attraction such as The Haunted Mansion plays a critical role to playing out Disney’s service standards. What is the purpose of the greeter?
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Greet the guests (Courtesy)
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Answer questions they may have about the attraction (Safety, Courtesy, Efficiency)
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Handle individual needs, such as those with mobility challenges (Safety, Courtesy, Efficiency)
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Add to the overall show and theme of the experience (Show)
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Identify any guests who do not meet certain ride requirements (Safety, Efficiency)
The Exterior of the Haunted Mansion – Who remembers the early days of the Magic Kingdom? If you go back a few years ago, you’ll recall that the Haunted Mansion didn’t look like this:
Note the overgrown trees and shrubs. Photo by Jeff Kober.
It looked like this:
Note the formal gardens in the distance as well as the absence of a canopy. Copyright Disney Enterprises
Some of the loveliest gardens were played out in front of the guests visiting the Haunted Mansion. It was designed that way. You may recall that some of the original concepts of The Haunted Mansion in Disneyland suggested a broken down, weedy, and abandoned look. Walt saw the drawings and encouraged otherwise.
But that doesn’t necessarily work in Florida. First, a large share of guests visiting the park come from other countries. Many of them do not speak enough English to understand what the words “Haunted Mansion” means. And there was little at the outset of the experience that would communicate what awaited you on the inside. Now, in part as a Courtesy as well as in the context of Show, The exterior of the Haunted Mansion is poorly maintained. Added to it are other effects such as a Pet Cemetery, a horseless hearse, and thunder/lightening in the evening hours. It’s all intended to communicate what the story and experience of The Haunted Mansion is going to be about.
Another thing you wouldn’t find back in 1971 if you were at The Haunted Mansion was a canopy over the queue. In California, the weather doesn’t necessitate having one. In Florida, the rules are different. Orlando in particular, is the lightening capitol of the world. Indeed, as part of safety and courtesy, you find a canopy or roof overhead as you do in other attractions such as the queue for Pirates of the Caribbean or The Mad Tea Party. These are decisions created utilizing the four service standards.
Simple service standards can be powerful tools in an organization. At World Class Benchmarking, we have helped many people not only learn the value of such, but actually help them to craft their own. Here are some examples:
Bank:
- Accuracy
- Responsiveness
- Courtesy
- Partnership
Healthcare:
- Privacy
- Respect
- Involvement
- Dignity
- Empathy
Public Sector:
- Fairness
- Transparency
- Efficiency
- Data-Driven Decision Making
There is power in establishing standards that everyone operates from. Within that framework, you can empower employees in a way that gives them a sense of ownership and purpose. You can create a consistent image across the entire organization. Disney’s standards have stood the test of time for over 40 years. And you can create standards within your organization that will stand the test of time as well.
If you like the kinds of experiences and stories we’re sharing with you, great news! We offer an incredible 3 1/2 day program in Orlando that showcases not only best practices at Walt Disney World but other businesses such as Nordstrom and Ritz-Carlton. You’ll walk away with incredible ideas for taking your organization to the next level. And you’ll have a one-of-a-kind experience you won’t soon forget. Did I mention we’re at The Swan and Dolphin at Walt Disney World? It’s going to be awesome! Call us at 1-866-990-0158 or visit us at www.worldclassbenchmarking.org. We have space still available for our October programs. Sign up now!
