What if we all took a page out of the Disney manual for Customer Success and “made magical experiences come alive” for our customers? At the core of Disney’s guest services model, they are committed to delighting their customers by knowing their guests well enough to be relevant to them…everyday, every time they interact with their brand. Perhaps we should all be a little more Disney-like in our Customer Success efforts. After all, if we want to help our customers reach their goals using our platform, then we better find ways to be relevant every day, all the time.
Let’s take a brief journey through the Disney guest experience, and see what we can take away in our efforts to hone our Customer Success delivery models.
If you want to go to Disney World, you start with the Magic Your Way website, and personalize your vacation plans. Once you’ve made the commitment to head to Disney World, Disney holds your hand and helps you create the vacation that fits (and often exceeds) your expectations.
Templates, personalization, and communication. When onboarding, assume your customers are a motivated, but blank slate. They need some suggested templates and the ability to easily personalize them for their needs. They also need the ability to convey this information to their team. Anything you can do to simplify this process is a value-add.
Your Disney Vacation is finally here. You’ve arrived at the resort, and are ready for the fun to begin.
Effortless delight and easy shared communication. The Disney platform is designed to always make their guest experience delightful and easy. From moving about the resorts and the parks, to making purchases, to communicating with others in their groups, Disney has enabled it. What’s your “Magic Band”? Our platforms must seek the same outcome – effortless delight for our customers. We should always be thinking of how our Customer Success team is a conduit for minimizing friction in our customers’ lives. Everything we do should enable them to easily reach their outcomes and work collaboratively with their own team.
Is it possible to go to Disney World and stay on your plan and not spend any additional money? Sure! But, is it likely, NO WAY! Just like us, Disney wants our customers to be delighted with their experience, and they want their magical experiences to include additional purchases. They do this by making the basic experience ultimately delightful, and the add-ons enticing.
Once you’ve booked your trip and arrive, you really are good to go. If you are staying at a Disney Resort, and have a meal plan as part of your reservations, you don’t have to purchase anything additional. However, you may choose to do so, and Disney makes additional purchases EASY.
Enhanced offerings and increasing users. As Customer Success managers we should always be keeping our customers’ desired outcomes in mind, and thinking of ways our platform and its features can help them. Knowing both their needs and the full capacity of our offerings is critical to growth. Growth within an account can happen through additional features, assurance services, and the addition of more users. Our job is to know how and when to nurture opportunities for organic growth, and to make those growth opportunities enticing to our customers.
Vacations end, but returning to Disney is always an option, and brand loyalty is a Disney specialty.
Make renewals simple, organic, and incentivized. Being asked to renew should not come as a surprise to a customer. Our goal as Customer Success managers is to have them asking us about renewal before we have to bring it to their attention. The more dependent they become upon our platform to reach their goals, the more likely they are to renew. We just have to continually demonstrate the value of our platform to them, and thus keep our “brand” alive in their routines. Then renewing becomes a desired outcome in and of itself – like returning to Disney World.