Posted by Dennis Snow
I was fortunate to begin my working career at Walt Disney World in Orlando, Florida. What started as a three-month job during a break from college turned into a 20-year masterclass in delivering an experience that delights millions of guests (customers) every year. Every aspect of the Disney parks is intentionally designed to immerse guests in a fantasy world. A world where every sight, every sound, every detail, and every interaction with a cast member (employee) work together to make reality fade away, leaving behind a sense of wonder and magic. That feeling doesn’t just create happy guests; it translates into substantial revenue for The Walt Disney Company.
For the last 25 years, in my speaking and consulting career, I’ve helped organizations apply the principles I learned at Disney to their own operations. I’ve distilled the Disney approach into a few core principles that can be adapted to almost any organization. How you implement them will depend on your industry, but the principles remain sound. Whether you’re creating an experience from scratch, remodeling to be more family-friendly, or updating your operation, these principles will help elevate your customer experience.
When Walt Disney was designing Disneyland in California, his goal was to create a magical experience for everyone, especially children. Bright colors, cheerful music, the smell of fresh popcorn, and thousands of other details were carefully curated to awaken the child in all of us. One of my favorite examples involves windowsills. In most places, windowsills are built at adult height, meaning children struggle to see inside. But Disney Imagineers designed windows with lower sills, ensuring that even the smallest guests can peer inside and experience the magic. While guests might not consciously notice this detail, it nonetheless adds to the overall experience.
Disney also understands that waiting in line isn’t a favorite part of the guest experience, especially for families with restless children. Since lines are inevitable, they’ve made the wait more engaging. At the Haunted Mansion, for example, guests can interact with musical instruments that trigger eerie sounds, water effects, and ghostly writing. These elements don’t eliminate the wait, but they transform it into something more enjoyable.
The same principle applies to businesses outside of Disney. Apple Stores, for instance, are designed with open spaces and hands-on displays that invite customer interaction. Grocery stores that recognize shopping is often a family activity incorporate kid-friendly features, such as mini grocery carts, free treats, or cart seats designed like child is steering a car.
A way to apply this principle in your organization is to map out the customer journey, identifying each touchpoint along the way. Evaluate each touchpoint and determine what can be improved to make the experience more seamless, engaging, and enjoyable.
Imagine taking your child to Walt Disney World. You walk up to Cinderella’s Castle, and your child spots Cinderella standing in front, ready to sign autographs. Excited, your child rushes over only to find Cinderella holding a cigarette in one hand and a cup of coffee in the other. What would that moment do to the magic? Years of therapy might be involved! No matter how much Disney invests in its parks, if backstage elements creep onstage, the illusion shatters. Backstage must always remain backstage.
If you’ve visited Disney’s Magic Kingdom, think about this: Have you ever seen a delivery truck driving through Frontierland? Haver you ever spotted cast members arriving for work in regular clothes, carrying their lunch, or sipping a soda in front of guests? Of course not. Disney has carefully designed its operations to keep all of that out of sight, preserving the immersive experience. In fact, there is a network of tunnels under the Magic Kingdom, so that “visual intrusions” never diminish the magic.
The onstage/backstage principle applies in any business. Imagine sitting in the drive-through of quick-service restaurant and staring at an overflowing dumpster because an employee forgot to close the enclosure’s gate. Not very appetizing. Or consider walking into a retail store where boxes are scattered around as employees stock shelves, forcing you to dodge the clutter. When backstage elements creep onstage, the spell is broken.
The key is to identify what should remain backstage and ensure it stays there. Every interaction, every space, and every moment should contribute to a seamless, intentional, and immersive customer experience.
With all the incredible rides and world-class entertainment at Disney parks, you might assume that guest compliments focus on those experiences. But in reality, one of the frequent compliments Disney receives is about something much simpler: cleanliness. Guests are consistently amazed at how spotless the parks are.
This is no accident. When I first joined Walt Disney World, I was taught one of their core “non-negotiables.” If I saw a piece of litter on the ground, I was responsible for picking it up, regardless of my job title. That rule applies to everyone at Disney, including executives. Another reason the parks remain pristine is strategic trash can placement. Trash cans are never more than a few steps away from guests. And yet, Disney doesn’t want trash cans to dominate the scene, so they are designed to blend seamlessly into their surroundings. The result? You only notice them when you need them.
Beyond cleanliness, every detail at Disney is meticulously designed and maintained. Paint never looks faded (unless it’s supposed to). Flowers always seem to be in full bloom, background music perfectly complements each themed area, and cast members wear costumes that match their specific location. These details aren’t left to chance. They’re deliberately managed because everything speaks.
The same concept applies to any business. Every detail, no matter how small, either enhances or detracts from the brand.
A great exercise to conduct with your team is to walk through your facility with an “everything speaks” mindset. Look for details that might be detracting from your brand. What small improvements could enhance the customer experience? From the design of your physical space to the day-to-day actions of your team, every detail should align with the brand experience you want to create.
The environment you create directly shapes how customers perceive your business. By looking at everything through the lens of the customer, keeping backstage separate from onstage, and ensuring that every detail aligns with your brand image, you can create an experience that is both seamless and unforgettable.
No matter your industry, these principles apply. The question is: How can you bring them to life in your business?
About the Author
Dennis Snow is a business author, speaker, and consultant who helps organizations deliver world-class customer experiences. He is the author of two books, "Lessons From the Mouse: A Guide for Applying Disney World’s Secrets of Success to Your Organization, Your Career, and Your Life," and “Unleashing Excellence: The Complete Guide to Ultimate Customer Service.” Dennis can be reached at www.snowassociates.com, or at 407.294.1855.