Disney Worlds' Magic Kingdom…or a Mickey Mouse Company?
by Hal Morgans

A CEO of a large equipment distribution company sits in her office, perplexed as to why one of their long-term clients didn't renew their contract. "Our sales rep had a good rapport and we knew what they needed…so what happened?" she asked herself.

After weeks of phone calls and meetings, she had an answer. It was surprisingly simple, and uncomfortable. It turns out that the former client had been experiencing a series of disappointing transactions, each small, but overall adding up to a frustrating relationship.

After further investigation, she realized that these "minor" problems had been caused by unkept promises and delivery from internal employees in many departments over time…receptionists not transferring messages to the right people, sales not telling service of contract specifications, finance not being informed of extended payment terms, manufacturing backorders…internal communications. Little things that added up to weak links in the "service chain". Although the client had not complained much, each individual incident gave living proof against the company's pledge of "excellent customer service".

World-class companies, such as Disney, make sure internal people treat other departments as "customers" to insure internal requirements are met before they ever think of satisfying external clients. They know that the service chain is only as strong as its weakest link. And in worrying about internal service, they have raised external expectations to unprecedented heights that people now expect…from all companies. Like yours!

Before you attempt to branch out into new services, products or industries in your strategic plan, consider improving your internal service: communications, processes, metrics, etc. Strengthen your internal "value chain", increase your employees' understanding about how everything works together, and demand excellence from all internal and external processes. Otherwise, your customers might consider you just a Mickey Mouse Company.

Interested learning more about excellence in customer service - Click here.

Interested in creating excellent Internal and External Customer Service at your organization? Click here.

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