By Steve Adubato, PhD
Recently, Mary Gamba, our marketing director at our firm Stand & Deliver, went to Disney with her family. Mary couldn’t say enough about how accommodating and friendly the Disney employees were and how the park itself communicated a feeling of respect and appreciation for customers. Said Mary; “No matter where you go in the park, someone is there to help. If you are looking at a map, or lost, someone notices and asks if they can direct you…From the minute you enter Disney, from the ride operators to the people sweeping the streets following the parades, they do it with a smile. (See last week’s column on first impressions.)
But it wasn’t just what people said, it was Disney itself. Mary said that no detail was overlooked, including the cleanliness of the parks, guest rooms and public restrooms. Her kids also raved about the chocolate covered Mickey Mouse rice crispy treats. She concluded that “more organizations need to do this to make the customer feel valued.”
All this Disney stuff got me thinking about how the physical appearance of an organization communicates very powerful messages.
Q: So, how does an organization communicate to its customers?
A: Here are just a few ways. When you call an office and the phone rings forever, doesn’t that make you crazy? Or, what about when you call and you know someone is there, but it immediately goes to voicemail? Or, just this week I called a doctor’s office to make an appointment. The phone went to voicemail, but he was supposed to have office hours. When I drove there, the office was closed, but the phone message never communicated that. Or, what about an exit sign on a highway hidden by foliage but the people who run the highway don’t do anything about it? Are you starting to get the picture?
Q: Mary talked about the “cleanliness” of Disney. What does it communicate when that’s not the case?
A: People say that you can tell about an organization by its restrooms. I know it sounds odd, but restrooms do communicate a lot about your team. Are they dirty? What about the lighting and ventilation? No toilet paper, no paper towels, no soap. At the local gym, the same shower head has been busted for a year. All these things communicate powerful messages about how much you care or don’t.
Q: You mentioned signage. What do signs communicate?
A: Consider at Disney, when you are walking through the park and come to a fork in the path, there are clear signs with arrows to let you know which way to go. Conversely, I’ve been in malls with directories that make you totally confused. It’s letter coded, color coded and it’s got that “you are here” arrow that is supposed to help you. Sorry, I can’t find myself. Another thing about signs are the fonts. The letters should be big, bold and easy to read, but too often, they are tiny, jumbled together don’t contrast enough with the sign’s background.
Q: But isn’t it easier for Disney because everyone is there to have a good time? It’s a play land, it’s not the same as a typical business setting.
A: That’s a lame excuse. It doesn’t matter what business you are in. You could be selling a fun experience at an amusement park, or, selling cell phones in a strip mall. It doesn’t matter. Your physical appearance communicates volumes to a customer about who you are and how much you care. Ask yourself, as a customer, what do you appreciate when you walk into any store or business setting, and that should paint a pretty clear picture of what you should shoot for.