Chapter Four
Principle 1: Impression

Disneyland is a show!

—Walt Disney

Every customer has an Impression of every encounter experienced, and can describe and file each of these Impressions under one of three classifications: positive, negative, or neutral. Though “neutral” might seem like the absence of an Impression, it is every bit as critical as “positive” or “negative.” It says that the company did nothing to distinguish its service or itself from its competitors. Average never inspired anyone. The individuals and the companies who provide indifferent or mediocre service leave the Impression that you are simply not important enough to them.

The Impression is so important because it is the epicenter that drives every inflection of the customer relationship. Every time a customer has any type of contact with any aspect of your business, the customer forms an opinion. If you research behavioral science, you know that opinions usually result in actions. Impressions form opinions, and opinions form actions, whether positive or negative, purchase or pass, or return with family or never visit again.

If you research behavioral science, you know that opinions usually result in actions. Impressions form opinions, and opinions form actions, whether positive or negative, purchase or pass, or return with family or never visit again.

Impressions are often driven by an organization's culture: who we are, what we stand for, and how much we care. As the saying goes, “People don't care how much you know until they know how much you care.” Impressions are the template of how much an organization and its people really care. Disney has become the expert at creating exceptional Impressions at every juncture of the Experience at a Disney theme park. And its secret, from the painted cement symbolizing a red carpet at the entrance to the warm and friendly smiles at exit, is an unflagging resolve to cause the best Experience possible for its guests.

Intentional Impressions

Disney operates according to the maxim that virtually everything the public or the customer sees must be choreographed and finely tuned. This is why about 90 percent of everything a cast member (employee) at any Disney park does is planned, scripted, and well rehearsed. What Disney is creating—and what your organization must realize—is that it is part of the bigger picture, or, as Disney would call it, part of the show. Every successful “show” and every successful company is a success primarily because it is designed to be a success. We get into trouble when we leave things to chance or are ill prepared.

Think of a Broadway play or musical. How does the cast and crew put on the same show, night after night, year after year, and keep it consistently exceptional every performance? They do it by selecting the right people, setting standards of performance, training repeatable skills, and expecting levels of consistent excellence in every encounter, every time. Creating positive Impressions of your business is no different than a Broadway show or Walt Disney World.

Bruce, who was with Disney for more than 10 years, had the privilege of being part of the performing group, “Kids of the Kingdom” that performed in front of Cinderella's Castle in the hub at Walt Disney World. The show lasted 25 minutes. Prior to ever performing, the cast would rehearse and rehearse and rehearse in the Production Center day after day. One day Bruce calculated how much time was spent rehearsing. He was surprised to discover that they rehearsed seven hours for each minute they were onstage. The key is to develop people to become professionals who can demonstrate repeatable skills on a consistent basis. This means that Impressions are both the natural and repeatable skills that we train and expect our people to deliver on a consistent basis.

The Differentiator

Those individuals and the companies that are different, better, and unique are this way because they're able to differentiate their people from their competitors'. Consider a typical bank, for instance. All banks and financial institutions are heavily regulated by the U.S. government. In essence, there is virtually no difference between Bank A, Bank B, and Bank C other than a few basis points here or there. This means that the only real difference is in the Experience and the people. The attitudes, level of service, and personalization they provide are what create or destroy the Experience—and are the ultimate differentiator.

Whether banking, retail, or a theme park, the commitment to service excellence and not pricing is what sets an organization apart. While spending time with Joe Scarlett, former CEO of Tractor Supply, and a few of the good people on the front lines there, I was informed of a sign that hangs above every checkout counter that reads, “All team members have the authority to do what it takes.” This is the mindset and the commitment to doing what most people and most organizations are simply not willing to do. It's different!

Impressions—and our ability to create them—are one of the most powerful tools we have at our disposal. Every day, often without realizing it, we create lasting Impressions of ourselves and the organizations we work for. Those first impressions have the ability to either make us or break us in the minds of our customers. Impressions leave an indelible imprint that will form an opinion that is stronger than steel.

Impression: Ten Disney-Inspired Non-Negotiables

1. Impression 1.1: Engage

   The first Impression! Engaging and making the effort for initial positive contact.

2. Impression 1.2: Intentional

   Establishing your positive intentions up front and then providing excellent service on purpose.

3. Impression 1.3: Senses

   Impressions are connected and driven by the five senses (sight, scent, sound, taste, and touch).

4. Impression 1.4: Emotion

   Examining emotion as the sixth sense and why it is important.

5. Impression 1.5: Presentation

   Preparation and repetition in the show we call business.

6. Impression 1.6: Professionalism

   From appearance to greetings, this aspect echoes in the minds of consumers.

7. Impression 1.7: Pristine

   From the outside as well as inside the facility and including personal appearance, this point is extremely important to the Experience.

8. Impression 1.8: Pride

   The centerpiece of service standards.

9. Impression 1.9: Likeability

   The art and science of treating everyone like a guest.

10. Impression 1.10: Consistency

    The secret to acquiring Ambassadors who will share their Experience.

Impression 1.1: Engage

In motivating people, you have to engage their minds and their hearts.

—Rupert Murdoch

First Impressions are the lifeblood of any relationship. The initial engagement is the catalyst and the most crucial relational inflection point for new or potential customers. Close your eyes and think back to a terrible first engagement you had somewhere like a hotel or a restaurant. Was it the disheveled look of the valet attendant? Was it the potholes in the driveway? Was it the attitude of the waiter or the person on the phone taking the reservation? Now think of one of the greatest first impressions you have ever encountered. Was there a smile and a presence that you just could not explain with words—one that drew you in and made you feel at home?

In his book You Are the Message (Doubleday, 1989), author Roger Ailes maintains that we formulate first impressions in the first seven seconds of an interaction. We are often evaluated by others in a few moments based on our appearance, body language, tone of voice, hair style, attitude, facial expressions, shyness or confidence, personality, accent, and a multitude of other Impressions we project in the initial minutes if not seconds of meeting someone new.

In his book You Are the Message (Doubleday, 1989), author Roger Ailes maintains that we formulate first impressions in the first seven seconds of an interaction.

We are not merely trying to impress people; rather, what we do, how we do it, how we act, and what we say all leave an indelible impact on everyone with whom we come in contact. This notion holds true especially in brief encounters. Our research shows us that roughly 80 percent of the customer's interaction with you is based on their first impressions of you. It's also important to remember that the science of the first impression holds true not just with people but also in regard to products, venues, and services. Think of one of the products that you use every day. How about your telephone? Apple has built an empire out of creating Experiences with and through its products. Is your phone merely used for utility or tactical purposes, or does it do more? The Experience created through a product is derived through its usability, its special features, and the happiness created, and by generally improving the life or the moment for its user.

As overused as the saying “You never have a second chance to make a first impression” is, it is true. When we truly understand what is at stake here, we learn to treat the first Impression as if it...