The Experience: The 5 Principles of Disney Service and Relationship Excellence

Chapter FivePrinciple 2: Connection

Pay special attention to those who, by the accidents of time, or place or circumstances, are brought into closer connection with you.

—St. Augustine

There are few companies that have been able to master the art of connecting personally with their customers. One of them, of course, is Disney. Another good example is Southwest Airlines, which operates according to the brilliant supposition that you can actually create a loving environment and even make your customers laugh during one of the more unpleasant marketplace consumptions—commercial air travel. I was recently on a flight where one of the attendants had changed the lyrics to the great Willie Nelson song “On the Road Again” to “In the Air Again.” The song was funny and inventive, and it made me forget for a while that I was on a plane.

Relationships are the epicenter for all meaningful and long-term product or service associations. The beginning of the relational inflection path or the catalyst of the process of building a new relationship is the connection between two individuals, which is essential to creating the experience.

Every customer wants to feel important, and to be met by friendly staff members who make him or her feel welcome. If your company doesn't make that its top priority, it has already failed at delivering one of the basic components and foundational principles of ...