Creating Disney Magic in Your Ecommerce Business with Lee Cockerell, Ep #16

Are you interested in creating Disney magic in your business? Do you want to know some of the key factors in creating a successful business as Disney has? Listen to this episode of Maximizing Ecommerce If you want to understand the meaning behind this phrase—and how it can positively impact your business.

Today’s special guest is the former Executive Vice President of Operations at Walt Disney World, Lee Cockerell. With a cumulative 41 years of experience in the industry, he is an expert in creating magic in your business. He retired from Disney in 2006 and has spent the last 13 years speaking worldwide on leadership and management development as well as embodying excellent customer service.

Check out this week’s episode of Maximizing Ecommerce for an interview with former Executive VP of Operations at Disney—@LeeCockerell. Learn how to inject some Disney magic into your #Ecommerce business. #CustomerService #CustomerExperience… Click To Tweet

Outline of This Episode

[0:40] Kevin’s story of how he met Lee.
[6:40] Lee’s backstory: how he ended up at Disney.
[13:05] Transition into retirement and working for himself
[15:00] Important things he learned at Disney
[18:40] Things that cost you nothing in customer service
[23:05] How to experience your business from a different angle
[25:55] The best way to remedy a mistake
[32:05] Don’t get too caught up in algorithms
[32:40] Final advice and resources

The three most important things Lee learned working at Disney

While Lee worked at Disney World he learned some invaluable lessons about leadership and setting up your business for success.

Hire the RIGHT people: Look for reliability, credibility, and flexibility in your hires. Strive to hire those who are experts at what they do.
Be clear with your expectations: No one can read minds. Employees succeed when there is a clear outline of what is expected of them.
Pay your staff well: Treat your employees fairly and pay them well.

Lee points out that you want to hire someone that you would be proud to refer to friends. Not only that—with each hire, question whether or not this person would be a great leader for your grandchildren and their generation. It’s an interesting and uniquely important thought to ponder.

Excellent customer service costs you nothing… or costs you everything

A business should strive to provide sensational customer service. Being nice can go a long way and it comes at no cost to you. One of the things that sets Disney apart is their exceptional customer service. It is their #1 goal to create happiness for every person that enters their world. This is a state of mind that you want to cultivate throughout your staff.

Going the extra mile could very well create a customer for life.

Conversely, if you provide poor customer service it will negatively impact your business. Poor reviews and complaints can easily lower sales and impact your bottom line. Lee states that you want to be set apart. You want your business to be different than everyone else on purpose. So strive to be a step above and watch the magic happen.

Excellent #Customer service in your #Ecommerce business costs you nothing. Poor #Customer Service can cost you everything. @LeeCockerell joins Kevin to talk about this important topic in this episode of #MaximizingEcommerce. #CustomerExperience… Click To Tweet

Creating Disney magic begins with experiencing your business as a customer

Lee would take his grandchildren to Disney World se he could experience the wonder through their eyes. They’d give feedback on rides, food, customer service and more and he would be able to implement the changes they suggested. If he hadn’t immersed himself in his business in this unique way he may have missed the opportunity for improvement! So what are some things you can do to experience your business from a different angle?

Ask a friend to order something and relay how the process was for them.

Conduct some quality control research and find out how packages arrived and if they were damaged. Gain feedback on how packaging could be changed.

What are negative reviews saying about the quality of your product?

Problems don’t go away just because you don’t know about them. It is imperative to listen to your customers and adjust accordingly. The truth is, most people don’t complain—but you will lose their business. Kevin and Lee talk about going the extra mile for your customers, so keep listening.

Remember that people exist behind the algorithms

You may be utilizing an algorithm to determine many decisions you make in your business. Knowing your numbers is certainly an important aspect of your business. But at the end of the day, it’s important to remember that you are dealing with people and that you must treat them well. Go out of your way to turn a negative customer experience into a positive. Remember, they have a sphere of influence. You want them to tell their friends and family to buy from you, not to steer clear.

Don’t make the mistake of underestimating the influence or impact you have one someone’s life. Whether it is an employee, a friend, or even a stranger a small interaction can make a lasting impact. Disney is all about creating a moment of magic that will be remembered for a lifetime—is your business doing that?

For the fascinating story of Lee’s background and many more important details, listen to the full episode!

Always remember that real people exist behind the algorithms. Special guest @LeeCockerell reminds us of this important fact in the latest episode of #MaximizingEcommerce. #CustomerService #CustomerExperience #Ecommerce Click To Tweet

Resources & People Mentioned

Book: Creating Magic by Lee Cockerell
Book: The Customer Rules by Lee Cockerell
Podcast: Creating Disney Magic
Text “MagicPlanner” to 44222 and enter your email to receive Lee’s Morning Magic Planner