Book SummaryBe Our Guest, by Disney Institute and Theodore Kinney

1-Page Summary1-Page Book Summary of Be Our Guest

In Be Our Guest, the Disney Institute and Theodore Kinney explain how Disney creates magical experiences for its guests. The book is a guide to Disney's approach to customer service, which is based on the idea of treating guests like royalty and creating a sense of enchantment. The authors argue that by adopting Disney's principles, any organization can create a culture of service excellence and deliver unforgettable experiences to its customers.

The Disney Institute is the professional development and external training arm of The Walt Disney Company. It was established in 1986...

Be Our Guest Summary Foundational Principles

Disney’s service follows a shared mission: to make audiences of any age happy through top-tier entertainment offered globally. The authors explain that a shared goal acts as a unifying force, bringing together cast members' efforts and creating a basis for their behavior toward guests.

This purpose not only outlines the organization's mission and conveys an internal message, but it also shapes the organization's image. It establishes that everyone in the cast will contribute to guests' happiness and underpins the company’s public image. Guests are happy when their expectations are fulfilled or surpassed, but if that doesn't happen, it will be obvious that they're unhappy.

How a Shared Mission Unifies Behavior

A shared mission can unify cast members' behavior toward guests by providing a simple mental filter for decision-making. When faced with a choice, cast members can ask themselves, "Does this action contribute to making audiences of any age happy?" If the answer is yes, they proceed; if not, they reconsider. This approach streamlines decision-making and ensures that all actions align with the company's core...

Be Our Guest Summary How Disney's System Works

Next, the authors explain how Disney uses the environment and guestology to improve visitors' experiences.

Delivering the Experience

According to the authors, the setting plays a crucial role in delivering the experience to guests. The setting includes the service environment, all the items there, and the methods for enhancing and maintaining both the service space and its contents.

The environment can provide service in both its tangible and intangible dimensions. The messages conveyed by the environment shape and alter people's views on the offerings. The authors explain that the setting is essential in the Compass for Quality Service, and it’s crucial for settings to be created and managed to successfully convey and provide service to customers.

The Concept of the Servicescape

The authors’ emphasis on the importance of the setting in delivering the experience echoes earlier research in services marketing. In 1992, Mary Jo Bitner published a seminal article in the Journal of Marketing introducing the concept of the “servicescape.” Bitner’s work explored how the physical environment of a service...

Shortform Exercise: Unifying a Team with a Shared Mission

Explore how a shared mission can unify team behavior and enhance decision-making in service settings.

How does having a shared mission help team members make decisions in their daily work?