The Disney Company is a great example to look at when looking for customer relationship management examples.
CRM is an acronym and it stands for Customer Relationship Management. This set of words describes the strategy that a company uses to handle customer interactions. CRM is basically a very clever marketing ploy.
One example of a common CRM strategy is the rewards card program offered by many supermarkets and clothing stores. The store gives its customers a free card that gives them access to special deals and discounts when they swipe the card during checkout. But that card also tracks everything the customer buys and allows the store to create an extremely detailed customer profile based on his or her purchasing habits.
CRM is also used to get the contact information of its consumers so that it can advertise to them via email and send out notifications of specials and sales they may be having to entice customers back into their stores.
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Customer Relationship Management Examples
I am looking at the Disney Company as one of the best customer relationship management examples on the planet.
Disney has many businesses that deal directly with the public, among these its famous Theme Parks. This is where millions of people go each year to have a fun filled time with their family and friends.
Disney developed these places all in the name of entertainment, filling the senses of the park patrons with a top-notch and unique kind of fun. Since these are the showcase businesses of Disney, this is where all their valued customer relationship management examples would come into full play after some hard training sessions that are done for all their staff that work there.
Here are some of the many things that Disney makes sure to do when training their staff for customer relationship management or CMR.
Customer Interaction Face to Face
Most companies, including Disney, require their employees to know the company’s “mission statement”, or to come up and create one for themselves. However, very few employees know or even understand what mission statements actually say or mean.
At Disney, the company has spent time training their employees on basic customer care. When a guest shows signs of being in need, the Disney attendant stops whatever he or she is doing and offers to help.
If a customer shows signs that they are looking for something, chances are a Disney employee will appear in front of you and asks if he can help you find what you are looking for.
All guests are treated like VIPs
The best gauge on this is how Disney personnel treat guests, especially those with disabilities. Each one is assured of a comfortable stay and treated like gold. This, in turn, makes all its visitors feel really special and pampered.
Riding public transport is never easy for people who cannot walk. At Disney, the attendants want to make sure that guests with disabilities can turn their trip into something positive, comfortable and enjoyable.
‘Plussing”
Walt Disney himself coined the word “plussing”. He defined it as “giving people a stellar entertainment experience ‘plus’ constant improvements on it.”
This is the down-to-earth frame of mind where people never rest looking for something better. If something can be improved on, it is improved right away.
When the Euro became the official currency in Europe, Disney immediately changed the name of his European park from Euro Disney to Disneyland Paris.
He did not want his park to have a name associated with money or commerce. Moreover, the uniqueness of the European Disney world would have been “diluted” (and easily forgotten) had it acquired the same name or affiliation as the Euro.
Attention to small details
At any Disney Company, the attention to detail is unequalled.
John Hench, a former employee, wrote: “What’s our success formula? It’s the attention to infinite details, the little things, the minor picky points that others just don’t want to take the time, money or effort to do.”
This is an example. In the mornings at Disney offices, guests will hear up beat and energetic music. In the evening, the music is changed to decidedly mellow tunes, in deference to guests who are presumed to be tired after a long day.
Disney has invested a lot of time and energy working on this during the company’s long preparation for its theme parks. Aids, such as background music, are one of the things most usually forgotten, or never having been thought of in the first place.
Just watching one of their parades, you will be amazed at the attention to detail, from each costume, to the floats to the way that the parade is choreographed.
With Disney’s brand of customer relationship management examples, is it any wonder how the company has grown to its present size?
I work in the retail industry and totally agree with the attitude of Disney. It really is all about the customers. When you give the customer more than they expect, they will come back again and again. I think when people are pleasantly surprised by excellent customer service they will be a customer for life. When people have a magical experience you can really make them happy.
You are so right Wendy, and I wish more companies would look at it like this.
Hi there. Thanks for this informative article on Customer Relationship Management Examples. I never knew the loyalty card is used to track our spending habit so that they can promote similar items to us. That’s something I never think of.
I’ve been to Disneyland Paris and yes it is indeed a wonderful experience. The staffs are all helpful and willing to help me get to my destination. The good training to make employees helpful and polite to customers is very important for any business to flourished.
You are so lucky to have experienced Disneyland Paris. I am glad to hear that they are carrying through with the Customer Relationship Management in all their parks.
This would be a great article for anyone in the service industry to read. It’s great how consumers will respond to being treated in a caring attentive way and would help in growing any business I believe. As the saying goes, the customer is always right. Thanks for sharing, it was a good read and informative.
Thanks for stopping by and taking the time to comment Estevan.
Since my career is in customer relationship management, and it is well known that when one meets the customers demands customers are more likely to come and support your company, as your post states. A goods example of this is of course Disney and his Empire.
Thank you for the updates and information that you have provided for me in this article.
Cheers
Jose
Thanks for stopping by and commenting Jose.
I just had to use Disney in this example, as this is one company that meets all the required standards.