June 30, 2000

Most people have to travel to Florida or California to enter the wonderful world of Walt Disney, but recently some MGHers got to experience Disney magic in the O'Keeffe Auditorium at a special Customer Service Roundtable. Jake Poore, a senior sales manager at the Disney Institute, came to the MGH to talk about the Disney approach to customer service June 21. The Walt Disney Corporation created the Disney Institute to teach business professionals about the Disney business philosophy and management techniques.

In a three-hour session, Poore compared the health care industry to the entertainment industry and gave examples of the Disney approach to customer service. "We know that all of our 57,000 employees have an impact on our entire show," said Poore. "The significance of what your hospital does is unbelievable. Hospital employees have a tremendous impact on patients — even those who do not directly take care of them. Yet the attitude of indifference of one employee can ruin the entire experience."

According to Poore, Disney's service theme is "We create happiness." Through orientation and reward programs, employees are taught that "creating happiness" is their job — regardless of their role in the organization. And when problems occur, Disney employees are encouraged to offer guests something special to help remedy the problem.

Poore cited several hospitals that have adopted Disney strategies. One hospital created their own service theme focusing on providing care and comfort. Another changed its signage and wayfinding mechanisms to be easier to understand and follow. "Walk in the shoes of your patients," says Poore. "Everything about your facility says something to your customers — from dead plants in the waiting room to clutter in the hallways." At Disney, employees periodically tour the park blindfolded or in wheelchairs, to ensure it is truly accessible for everyone.

The Disney presentation was one of several Customer Service Roundtable sessions presented by the MGH and Massachusetts General Physicians Organization Customer Service Department. These forums were created for managers and staff to share ideas and best customer service practices. Past presentations have included topics such as dealing with difficult people, developing reward and recognition programs and hiring practices.

"We were thrilled to have the Disney Institute come to one of our forums," says Diane Hanscom, senior project manager for Customer Service. "Staff here work so hard, and we wanted to offer them something that would be fun. We also recognize the importance of looking outside our industry for ideas about improving service."
Stacey McGlame, practice manager for Physical Therapy and Occupational Therapy Services, is a frequent attendee of the Customer Service Roundtables and found the Disney presentation useful. "I try to go to all of the Roundtable sessions, if I can. The Disney session was both entertaining and helpful. I've been to Disney World before, and I have always been impressed by their consistent display of cheerful, helpful interactions with customers and each other," she says.

For more information about the Disney approach to customer service or the Customer Service Roundtables, call Hanscom at 4-0203.