Front and Center: Erin Wallace

Erin Wallace, a 24–year veteran with The Walt Disney Company, serves as Senior Vice President of Operations Integration Line of Business for Walt Disney Parks & Resorts. Erin’s domestic responsibilities for both the Walt Disney World® Resort and Disneyland® Resort include attractions, lodging, entertainment/imaging, merchandise development, food & beverage and merchandise, animal programs and environmental initiatives, operating labor, industrial engineering, operations learning and development, and business optimization.

Every day at Walt Disney World, there are literally thousands of new stories being added to an ever–expanding library of positive guest experiences. Even better for us, these stories are destined to travel across America and around the world as they become part of a family’s folklore. Years after our guests have returned home, tales of memorable vacations will often begin with the line, “Remember that time at Walt Disney World...?”

Along with memories of unique and dazzling sights, sounds, and experiences, most guests returning from Disney recall quite clearly an intangible but very real sense of "magic" that was created by one very real ingredient.

Our people; whom we call Cast Members.

And every Cast Member operates with a single purpose: To exceed the expectations of our guests.

How do we do it? How does Disney manage to channel the range of people and personalities to the common goal of delivering superior service? Not surprisingly, it all begins during our casting process, known outside of Disney’s world as hiring. This is where we first strive for perfection by ensuring we find the right person for the right position. This, of course, is a very important step because since the opening of Disneyland in 1955, the expectations of our guests have only increased. Therefore, we recognize this as the vital first step in finding cast members who can deliver and, hopefully, surpass those expectations. During the casting process, prospective employees are set up for success as we share with them what we as a company value and let them know that their contributions are essential in helping us sustain our legacy of making magic.

To further expand on Disney’s heritage, values, and legacy, each Cast Member attends a session we call Traditions. Prior to reporting to their job location, our new hires will spend a day in classroom setting and even go behind the scenes to see firsthand how simple gestures and common courtesies can positively affect the experience of an individual or an entire family. More than anything, this is where cast members begin to realize that the abstract concept of providing quality service has very real results.

To be sure, Traditions is designed to forge an emotional link between the company and the cast member. Without the strength of this bond and their understanding of the role they play in our success, we would merely be a corporation that issues a paycheck. Thanks to Traditions, from the on set cast members understand they are more than employees. They are people who have the ability to make a difference and to tell our story.

Among my favorite stories is the cast member who crafted a doll–sized rain suit so a guest could ride Splash Mountain with her favorite stuffed bear. Then there was the cast member whose chance encounter with a veteran led to the guest helping to raise the flag at Town Square. With an awareness of Disney’s goals, parameters to work within, their own common sense as well as their sense of goodness, our cast members do things like this every single day. We make sure this remains of paramount importance by providing ongoing formal training, coaching, feedback to cast members whether they’ve been with us for three weeks or thirty years.

While pleasing guests is a vital component of our business, it is just one aspect of a comprehensive approach to running the entire operation. In addition to being students of our own advice, through Disney Institute we share with organizations around the world how we approach a full scope of business issues.

When it comes to developing leadership excellence, we’ve concluded that leading by example best reflects the values of the company. At Leadership, Disney Style we teach how this process can inspire the team and lead to improved behavior, increased productivity, and the attainment of goals. Of course, a leader can’t lead if there’s no destination in mind which is why Disney Institute also addresses our ongoing quest to deliver Quality Service.

Behind the scenes, Disney is consistently and methodically conducting research and examining quality service standards to understand the psychographics and demographics of our guests’ wants, needs, and desires. After gathering, analyzing, and disseminating this information, everyone from top executives to entry–level cast members understand how to create a world–class service environment for both employees and consumers.

There’s another aspect of providing quality service, and that’s making sure that we have guests to offer service to. Although we have just one opportunity to attract a first–time customer, over a lifetime we have thousands of chances to give them every reason to return. At Loyalty, Disney Style, we share how the relationship between experiences and a brand generates superior bottom–line results through greater customer and employee loyalty.

And since a business is (or should be) a constantly evolving and growing entity fueled by the power of creativity, through Creativity, Disney Style we share how our leaders bring together organizational identity, structural systems, and a collaborative culture to create a steady flow of ideas that result in innovative products, service and experiences.

At Walt Disney World, guests expect our Cast Members to keep the magic alive, provide follow–through, be courteous, listen to their needs, and then exceed their expectations.

Considering the current economy, it’s a good time to ask yourself if your employees are doing this for your customers.

If not, isn’t it time they start?

Erin Wallace
Senior Vice President of Operations, Walt Disney World