Taking Cues to Elevate the Customer Experience

Lesson 1: Lessons From the Lost Princess

A story about a young visitor who was comforted by a cast member dressed as Snow White 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," Lipp said, quoting one of his mentors. "Do you know what's going on backstage at your stores?"

Lesson 2: Simplify the Complex With Crystal-Clear Priorities 

According to Lipp, Disney emphasizes 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 was often seen picking up garbage from the streets of Disneyland. "As the owner, what kind of message are you sending to your employees?" he posed.

Lesson 4: Build a Yes Culture

This, Lipp 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

During the same session, the celebration of elevated customer experience continued with the 30th annual presentation of Ideas 2 Go. Innovative c-store retailers featured in this year's installment included:

• Dash In: La Plata, Md.-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.
• Rusty Lantern Markets: Based in Brunswick, Maine, Rusty Lantern Markets digs into its New England roots with a signature dish of fresh Maine lobster rolls, as well as local beer and wine. One of the company's first hires was a chef from Whole Foods. Employees in its new open kitchen are outfitted in chef coats.
• RJ Wags Park: Created by Robert James Brands in Newtown, Ohio, RJ Wags Park is an extension of the company's gas station/c-store designed for families and their pets to have fun. The park, which sits on four acres around the convenience store, features a full-service bar, big-screen TV to watch sporting events, and a barbecue truck. The c-store itself offers 22 beers on tap and sells a signature item: the Bretzel.
• Nouria: Worcester, Mass.-based Nouria believes that "What Makes You Happy, Makes Us Happy" so much so that it is written on the walls. Stores are bright and colorful, and include community-inspired graphics. The brand introduces itself to travelers from all over through a store at Logan International Airport in Boston.
• Family Express: Based in Valparaiso, Ind., Family Express is recognized 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 this 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 are hired.
• Seasons Corner Market: New England's Seasons Corner Market aims to provide customers "a step above" experience through amenities such as its Corner Market Café brand and bathrooms that the company's refers to as "Guest Rooms," which feature touchless faucets and hand dryers.
• HOP Shops: The Owensboro, Ky.-based HOP Shops chain in Kentucky brings its restrooms up a notch with unique disco-themed bathrooms.

The 2024 NACS Show is taking place Oct. 7-10 at the Las Vegas Convention Center. It features 50-plus education sessions and a 430,000-square-foot expo floor showcasing more than 200 new exhibitors.