I hope all of you are doing well. I apologize for the delay in publishing my “Magic Minute” but many of you know that I just returned from a wonderful 6 City speaking tour in Australia. The crowds, businesses and people were amazing! We are already in the planning stages for my return this summer. Australian businesses just loved my Disney strategies and I was honored to help them in any way. I can’t wait!
Now back to this week’s “Magic Minute”. During my travels this week speaking to Hospitality and Tourism Businesses in Wilmington, NC, I couldn’t help but notice this particular business. Take note of the sign on the front of the building.
NO LOITERING * NO TRESPASSING AT ANYTIME * VIOLATORS PROSECUTED
I also observed that there were no cars in the parking lot in front of the store nor were there any customers inside. This Beauty Salon was located along a main highway in a vibrant shopping center. The other stores in the center seem to be busy with customers and doing very well. At first, I thought the business might have been closed. A logical reason for the sign. However, when I walked up to the salon, I quickly noticed that there was a person inside at the counter.
Of course, those of you who know me, know that I am obsessed about the customer experience and couldn’t help but go inside and see for myself what this beauty salon was all about. The person at the counter was friendly and asked if I needed any help. I told her I didn’t think the salon was open due to the sign in front of the store. She said to me, “You bet I am open! Why would you think that?” I couldn’t help but chuckle and explained to her what the sign says; No Loitering, No Trespassing at Anytime. I asked if the sign was meant for customers? She said of course not, but the sign was there to keep non-customers away. Maybe it is just me, but as a potential customer, I might look at that sign to mean to “keep out”. In other words, “stay away”. Is that the first impression you want to leave for your potential customers? I certainly hope not.
I shared with her that it might be confusing to potential customers and she should consider taking it down. Particularly when she explained to me that business was slow. In today’s competitive business world, especially with hair salons, why try to confuse a potential customer even a little. I certainly didn’t feel “so special” as her Company Salon Business implies. By the way, check out the phone number of the salon. Nice!
As I coach and consult with clients in all types of businesses, it amazes me that many of them are not aware of their surroundings and how it affects the customer experience. First impressions of parking lots, signage and store fronts of businesses do count. In fact, they really count and some business owners never notice. They become so concerned about their product or service and they loose their prospective of the bigger picture and how it might effect the customer experience.
The people at Disney World think it is always important to pay attention to details. Even the smallest of details. Details matter and they are all part of the “show”. That is one of the many reasons why we are all attracted to visiting Disney World. They make every detail count whether it is part of the theme for an attraction, the look and feel of the rides and shows or resort hotels.
Ask yourself: Is Disney-like attention to detail part of your business’s culture? I know some of you will continue to doubt about whether it’s worthwhile to focus so much attention to every detail like Disney. Many of you are a small business and may not have the resources to spend that time dealing with details. No one, including Disney has unlimited resources. But Disney puts its resources into anything that affect the guest experience. You need to do the same for your business. Here are a few tips to help you pay more attention to the details:
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1. Before opening your store or business, take a walk around to make sure all details look their best.
2. Try to put yourself in your potential customer’s shoes as a first timer visiting your business. From the moment they drive up to your location, park their car and walk into your building.
3. Walk around with your staff and share with them what “good show” should look like so everyone can be responsible for making sure it stays that way.
My question to all of you is this: If you knew that increased attention to some detail would improve customer loyalty and business, how much more attention would you be willing to focus on it? Details play an important role in creating a magical customer experience. The Magic Kingdom is a magical place for a reason and if it is going to stay that way, Disney must pay close attention to details. If you would like your business and customer experience to be magical I suggest you do the same.
If Disney Ran Your Business What Would It Look Like?
Contact me and I will show you and your team how you too can create your own Disney-like culture and empire in your business today!
Always Wishing You “Magical” Success!