LAKE BUENA VISTA, Fla. — One of the most common questions askedby visitors to Disney's theme parks is “what time is the 3 o'clockparade?”

Cast members, which is what employees at Disney are called, caneasily roll their eyes, sigh with impatience or give a curt answer.But Kendal Jolly said there's a much better response.

“What they really want to know is, 'Where is the best seat toview the parade?'” said Jolly, facilitator with the DisneyInstitute, the external training division for Disney's themeparks.

Jolly went on to give responses to the 3 o'clock parade questionwith suggestions such as arriving a bit early and where to stand sothe Disney guest can take the best photos or standing near a shopthat has air conditioning or even the closest spot to the trainstation after the parade is over.

“You're answering the question but you're giving them more thanthey ask for,” said Jolly during a Wednesday morning NACUSOconference session on delivering exceptional service. “What is thesingle thing that members come to you asking for again and again?How are your employees trained to respond?”

Each year, Disney's cast of more than 60,000 see more than 50million guests at its theme parks, according to Jolly.

Disney uses what it describes as a compass approach – needs,wants, stereotypes and emotions, Jolly explained. While customershave needs, it's more important to address their wants.

“You have to address their wants before they become a need. Foryour members, what do they need or want from you? Members haveneeds that they come to you with but their wants are muchgreater.”

When it comes to stereotypes, how do credit unions drive amember's emotional experience, Jolly asked attendees. At thebeginning of each day at Disney, cast members are extra excited,greeting visitors with statements such as, “Good morning, welcometo the happiest place on earth.”

However, at the end of a long day of Disney rides, lines, andhopping from park to park, visitors are likely exhausted. It's then that Disney will dim the lights, cast members will lowertheir voices and the music is slowed down to accommodate thosetired guests.

Why make the effort?

“The emotional experience can drive whether folks come back toDisney. We're making an emotional connection,” said Jolly. “How areyou connecting to your members so that there is an emotionalconnection there?”

Jolly said it's doing a bit more than what people expect. Ratherthan going the extra mile, which is something Disney doesn't dobecause it takes a lot of time and resources, he pointed out, thecompany goes that extra inch.

“We give our guests a little more than what they expect.”

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