Customer relationship management (CRM) - Disney's SCSE quality standard

   CRM (customer relationship management) can be defined as the principles and practices that an organisation abides when interacting with its customers. CRM helps an organisation enhance customer service by identifying and satisfying customers' stated and unstated needs.

   We can take the "SCSE quality standard" of Disney theme parks as an example. SCSE stands for Safety, Courtesy, Show, and Efficiency, respectively.

   Safety: Disney claims the safety of its staffs and guests is the most important responsibility for it. In fact, the order of the letters S -> C -> S -> E implies the order of importance, and safety is the highest priority.

   Courtesy: Disney expects its staff to place themselves in tourists’ position, and do more than basic manners and politeness. Disney wishes its guest a pleasant experience as if they were the dignitary VIPs. 

   Show: Disney inspires its staff to treat every workday as the opening day, and all staffs, from cast members to cleaners, are part of the shows perform in the park. – There is no discrimination against job titles. Since staffs provide the direct impression to the tourists, each front-line staff represents Disney. In fact, all staffs are called “cast member” in Disney, all services they provide are part of the performance in the theme park.

   Efficiency: Disney believes by the effort on safety, courtesy, and show, and working as a team, efficient operation will definitely be achieved.

   This SCSE standard has positive effect on customer retention and business reputation. For example, the re-revisiting rate in Tokyo Disney is amazingly 98%. 

   When the disastrous earthquake (and tsunami subsequently) occurred in Japan on 11. March, 2011, instead of closing the theme park immediately, Tokyo Disney accommodated all its guests. Cast members provided foods and cardboards to people in theme park, and tried to comfort children and calmed them down. In this case, even under such critical and overwhelming situation, these admirable cast members in Tokyo Disney still performed the best practices of SCSE - to make sure all people in the theme park are safe, to relieve people's scary and pacify them, to take care of the guests in every details, and to do all the efforts efficiently.

Reference:

* SCSE - The Key to All OperationalDecisions, Theme Park Safety, OLC Group