Taking Cues to Elevate the Customer Experience
LAS VEGAS – Convenience store operators are always looking for inspiration from other retailers, both inside and outside the channel, and from other businesses in general. So when it comes to pointers on elevating the customer experience, why not look to a worldwide leader like Disney?
During the Oct. 8 general session at the 2024 NACS Show in Las Vegas, former Disney University head of training Doug Lipp offered some insights on how retailer can create a significant differentiation through culture and creativity.
The best-selling author, who’s latest book is titled, “Disney U: How Disney University Develops the Most Engaged, Loyal and Customer-Centric Employees,” related stories from his long association with The Walt Disney Company and expanded on four lessons from Disney U about leadership, service, creativity and empowerment.
Lesson 1: Lessons From the Lost Princess
The story about a young visitor who was comforted by a cast member dressed as Snow While, highlights how the right kind of hiring and training can provide a safety net for overcoming challenging situations. “What happens backstage, will end up on stage,” he said, quoting one of his mentors. “Do you know what’s going on backstage at your stores?”
He added that too many organizations are still blaming the COVID-19 pandemic for the poor state of their employees, rather than training.
Lesson 2: Simplify the Complex With Crystal Clear Priorities
According to Lipp, Disney emphasizes just five major tenets to cast members: safety, courtesy, inclusion, show and capacity. “Most companies waste time with vision statements, mission statements, etc.,” he said.
Lesson 3: Build a Culture of Trust
“I want Disneyland to be clean enough to eat off the streets,” is a famous quote from founder Walt Disney. Lipp pointed out that Walt Disney was often seen picking up garbage for the streets of Disneyland. “As the owner, what kind of message are you sending to your employees?” Lipp asked.
Lesson 4: Build a Yes Culture
This, he noted, means being open to new ideas and including ideas from diverse viewpoints and cultures. In opening Disney Tokyo, the management team was able to overcome the government’s objection to Disney’s iconic steam engine train by rethinking the train as an attraction rather than transportation.
Highlighting Innovation
The celebration of elevated customer experience continued with the 30th annual presentation of the Ideas to Go video. A sampling of the innovative c-stores featured in this year’s installment included:
- Maryland-based Dash In unveiled a new foodservice vision featuring an open kitchen where customers can see their food being prepared. The retail brand also partnered with a local chef, Spike Mendelsohn, to provide an elevated food experience, including the creation of a new dish called the Spikeburger.
- Based in Maine, Rusty Lantern Market digs into its New England roots with its signature dish of fresh Maine lobster rolls, as well as local beer and wine. One of its first hires was a chef from Whole Foods, and employees in the new open kitchen are outfitted in chef coats.
- RJ Wags Park by Robert James Brands in Newtown, Ohio, is an extension of its gas station/c-store for families and their pets to have fun. The park, which sits on four acres around the convenience store, features a full-service bar, a big screen TV to watch sporting events and a barbecue truck. The c-store itself offers 22 beers on tap and sells its signature item: a Bretzel.
- Worcester, Mass.-based Nouria believes that “What Makes You Happy, Makes Us Happy” so much it is written on the stores’ walls. The stores are bright and colorful, and include community-inspired graphics. The brand also introduces itself to travelers from all over through its store at Logan International Airport in Boston.
- Family Express, based in Valparaiso, Ind., is noted for its square doughnuts and friendly workforce. Customer service is an obsession with this c-store chain, developed through its creation of The Living Brand, a set of principles that embody the customer service culture of the fast-growing company. With a training center and training store at its headquarters, Family Express interviews potential employees who have to pass a three-day orientation experience before they will be hired.
- New England’s Seasons Corner Market aims to provide customers a “step above” experience through amenities like its Corner Market Café brand and bathrooms they call “Guest Rooms” that feature touchless faucets and hand dryers.
- The Owensboro, Ky.-based HOP Shops chain in Kentucky brings its restrooms up a notch with a disco ball and music in its bathrooms.
The 2024 NACS Show is taking place Oct. 7-10. It features 50-plus education sessions; a 430,000-square-foot expo floor showcasing more than 200 new exhibitors; and the Food Safety Forum, a colocated NACS event.