On Monday 25th February 2013, East Lothian businesses came along to the annual East Lothian Council Tourism Conference. This year's topic was customer care and speakers from VisitScotland, John Lewis and Disney spoke about the importance of putting the customer first. These are the slides from the event.

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2. 2

3. Customer Rules OK Conference
The customer journey – a VisitScotland perspective
Monday 25 February 2013,
The Brunton, Musselburgh,
Riddell Graham, Director of Partnerships
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4. Tourism Strategy For Scotland
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5. What does the strategy say about service?
“Customer feedback tells us that there are areas
we could do better....”
“Today’s travellers are expecting a high level of
service at each and every turn.”
“Yet in Scotland quality still varies from one
provider to the next”
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6. Opportunities in 2013 and 2014
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7. Homecoming Scotland 2014 - Themes
FOOD &
ANCESTRY ACTIVE CREATIVE NATURAL
DRINK
Commonwealt Music, Arts & Natural
Whisky Golf
h Festivals Environment
Food Historic
History Adventure Dance
Festivals Environment
Eating and
Diaspora Walking Art & Design Sustainability
Drinking
Literature/
Anniversaries Cycling Wildlife
Burns
Ancestral
Digital Media
Tourism
Fashion and
Textiles

8. The Visitor Economy
Life Sciences
Arts & Crafts
Attractions
Financial Activities, Visitor Creative
Culture Travel Sport
Services Events & Spend Industries
Festivals
Retail
Accommodation
Food &
Drink
Energy

9. The Customer Journey
Loo Book Travel Stay Tell Keep in
k touch
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10. Important factors when choosing Scotland
as a destination
5 - Very important 4 3 2 1 - Not important Mean score
Scenery 66 24 6 21 4.5
The number of things to see and 4.3
47 40 9 31
do
Ease of travel to the destination 39 37 16 5 2 4.1
Ease of travel around the area 39 37 15 6 3 4.0
Attitude of the locals 39 33 17 6 4 4.0
Culture and traditions 36 34 22 5 2 4.0
History 38 29 22 8 2 3.9
Quality of food 30 36 18 9 6 3.8
Nature and wildlife 35 30 20 8 5 3.8
Standard of accommodation 30 33 23 6 4 3.8
Customer service 25 35 27 8 5 3.7
0 20 40 60 80 100
% of respondents
Q11: I would now like you to tell me on a scale of 1 to 5 where 1 is not important and 5 is very important, how important the following factors
were to you personally when you chose Scotland as a holiday / short break destination?
Base: All respondents (651)

11. Satisfaction Levels With These Key Factors
Mean
5 - Very satisfied 4 3 2 1 - Not satisfied
Scenery 80 15 4 4.8
The number of things to see and do 57 34 8 4.5
Attitude of locals 60 29 9 1 4.5
Ease of travel around the area 45 39 13 21 4.2
Customer service 36 47 14 11 4.2
History 53 29 14 21 4.3
Culture and traditions 47 35 16 2 4.3
Ease of travel to the destination 42 37 16 41 4.2
Standard of accommodation 39 40 14 41 4.1
Natural and wildlife 47 32 13 32 4.2
Opportunity to speak to locals 36 36 22 41 4.0
0 20 40 60 80 100
% of respondents
Q12: I would now like you to tell me on a scale of 1 to 5 where 1 is not satisfied and 5 is very satisfied, how satisfied were you with the
following factors?
Base: All respondents (651)

12. What Could Have Been Done To Improve Satisfaction?
Total UK International
(135) (57) (78)
Better weather 19 28 12
Better accommodation 10 12 9
Better/more value for money (too expensive) 9 7 10
Better quality food 8 5 10
People being more welcoming/interacting 7 7 8
Better service 7 5 9
Improve transport ( any - cheaper/arrangements/
6 4 8
punctuality etc )
More time 5 2 8
Cheaper food / drinks 5 7 4
Longer opening hours/ close too early 5 2 8
More variety of food 4 4 4
More advertising/ information on
4 7 1
attractions/activities
Better exchange rate 4 - 6
NB: All others less than 3%
Q41: What could have been done to make you feel very satisfied about your recent holidays?
Base: All UK respondents that were not very satisfied (57); International (78)

13. Complaints
Top 10 Reasons for Complaint All QA Accommodation Sectors
(Jan - Dec 2011) 440 complaints received against 378
establishments, representing 6.0% of
Standard of Facilities… 21%
Attitude Of Staff 20%
Efficiency Of Staff 18%
Standard of Facilities… 16%
Housekeeping… 15%
Attitude Of Owner 14%
Housekeeping… 13%
Booking - Inefficiency… 13%
Standard of Facilities… 11%
Misrepresentation 10%
0% 5% 10% 15% 20% 25%
% of Total Complaints Including Specified
13

14. What does a successful business look like?
• Knows its customers and competitors
• Answers enquiries
• Is innovative and stands out
• Invests in quality and skills
• Embraces digital communications
• Works with others – including VisitScotland
• Provides a quality customer experience
• Provides value for money
• Is positive
14

15. What does great customer service look like?
?
15

16. Some lessons from others
• Pride
• Knowledge
• Attitude
• Commitment
• Service Excellence
Listening to our visitors
16

17. Some thoughts
• Experience your own customer service
• Create a customer service culture
• Be better than average – all the time
• Learn when things go right
• Pay attention to details
• Make the most of social media (Generation Y)
• Make it personal
• Be easy to do business with
• Remember customers have CHOICE
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18. Don’t just listen to me
• It is not the strongest of the species • In the world of Internet Customer
that survives, nor the most Service, it’s important to remember
intelligent, but the one most responsive your competitor is only one mouse click
to change. away.
Charles Darwin Doug Warner
• Spend a lot of time talking to customers • I won’t complain. I just won’t come
face to face. You’d be amazed how back
many companies don’t listen to their Brown & Williamson Tobacco Ad
customers. • If you do build a great
Ross Perot experience, customers tell each other
• Customer satisfaction is worthless. about that. Word of mouth is very
Customer loyalty is priceless. powerful.
Jeffrey Gitomer Jeff Bezos, CEO Amazon.com
• If you make customers unhappy in the • Customers don’t expect you to be
physical world, they might tell 6 friends. perfect. They do expect you to fix
If you make customers unhappy on the things when they go wrong.
Internet, they can each tell 6,000 Donald Porter, V.P. British Airways
friends.
Jeff Bezos, CEO Amazon.com
18

19. Thank You
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21. 142nd Open Championship
14 - 21 July 2013

22. Golf‟s Greatest Prize
World 1-2-3
170,000 spectators
35,000 Friday admissions
No capacity

23. Els Victories „A Decade Apart‟

24. A Major Tourism Asset
AB demographic-
67%
Average age - 48
years
Average household
income - £65,000
Average commercial
bed nights 100,000+

25. Well Watched
250,000+ under 16 free
admissions
Household reach on global
television - 500 million

26. Exposure on Televison

27. Official Hospitality Programme
Recruitment fairs for
1,200 temporary staff

28. Science and Film Festivals

29. The Open in the
Square 11-13 July
2013

32. 180,000
170,000
160,595
160,000
150,413
139,189
140,000
131,610
120,000
Attendance at 100,000
Muirfield 1966-2013 80,000
84,847
60,000
40,182
40,000
20,000
0
1966 1972 1980 1987 1992 2002 2013

33. Group £ Millions
Players and entourages 1.2
Spectators 12.3
Media 1.1
Estimated Event staff 2.5
economic impact Patrons 1.2
2013 Sub-Total 18.3
Organisers 0.9
Direct Expenditure 19.2
Multiplier 1.3
Economic Impact 25.0

34. 2010 2013
2011 2012
Type Scotl EL /
Kent Lancs
and Edin
Economi £24.1 £27.6
£47.7 £25.0m
c Impact m m
Economic m
Impact in Place
context £52.6 £36.8
Marketin £52.6 £45.0m
m m
g m
£100. £77.7 £64.4
Total £70.0m
3m m m

36. 36

37. The John Lewis
Partnership
Judith Hunter
John Lewis Partnership

38. Our History
• 1864 John Lewis opened first shop
• 1929 John Spedan Lewis first formal profit-
sharing scheme was approved
• 1937 Waitrose purchased
• 1950 Transfer of all shares
• 2013 A growing Partnership

39. The John Lewis Vision
To be the most trusted retailer
where customers love to shop
and Partners love to work

40. Our way of doing business

41. Our customer service starts with
Recruiting The Right Partners

42. Our Six Behaviours
• Takes Pride in Ownership
• Makes Things Happen
• Delivers Excellent service
• Works Together
• Develops Self and Others
• Is Open to and Adapts to Change

43. Knowing Our Customers

44. Service Seekers -
who look for service
and quality

45. Solution Demanders
who need speed
and solutions

46. Shopping Enthusiasts
who enjoy shopping
and brands

47. Hug Your Customer

48. A Retail Revolution

49. Measuring our Customer Service
• Staff make you
feel valued
• Staff available
when needed
• Fast service at
the tills

50. “People may not remember what
you looked like, they may not
remember what you said, but
they will remember how you
made them feel”
Maya Angelou

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52. THE CUSTOMER RULES
with Gene Columbus

53. In the Words of Walt Disney at the
opening of Disneyland in 1955:
“To all that
come to this
happy
place, welcome
!” THE CUSTOMER RULES
with Gene Columbus

54. Creating a Happy Place
• If the customer has to choose between a
happy, friendly place or one that is less
friendly and happy –
• What would you do?
• Our “Theme” for today is to look at a basic
business approach of taking care of the
customer…
• and those to serve the customer.
THE CUSTOMER RULES
with Gene Columbus

55. “The Customer Rules”
Customer:
1. One who buys
2. Especially one who buys regularly
Also called:
1. Clients
2. Purchaser
3. Patron
4. Shopper
5. Consumer THE CUSTOMER RULES
with Gene Columbus

56. Agenda
• My Background
• Applying what was learned at Disney
• What does Quality Service look like?
• Creating a positive atmosphere in your
business, your community and your
future
• Questions and Answers
THE CUSTOMER RULES
with Gene Columbus

57. 10 Years of Performing Career
My Headshot (1964)

58. Motion Pictures

59. Elvis Presley

60. Dr. Dolittle

61. Doctor Dolittle

62. The Lucy Show Television Shows
The Steve Allen Show The Jerry Lewis Show

63. Musicals

64. Out of bad came some good!
• Got injured!
• Couldn’t work!
• Got bored!
• Went back to school!
Opportunity – Preparedness

65. Los Angeles Civic Light Opera
• Performing Assistant Stage Manager
• Assistant Stage Manager
• Stage Manager
Call From the Walt Disney Company
Valentine’s Day 1970

66. Disney On Parade
1970 1973
1971 1972

67. Cinderella’s Prince
And a Stage Manager

68. Nationally and Internationally
• USA – Canada – Mexico
• Australia – New Zealand
• South & Central America
• United Kingdom
• South Africa

69. Then Came Walt Disney World
• 1977 - I arrived at the Magic Kingdom

70. Epcot
Announcement
Ground Breaking
Dedication

71. More at Walt Disney World
• 1984 - I moved to the convention resort area

72. A great honor to represent
the members of our team
that did some amazing
events.
No one does it alone – it
takes excellent people to
do excellent events!

73. • Through the years I was responsible
for staffing – My role was to find and
develop tomorrow’s leaders!
• February 29, 2008 - Retired to be
Executive Director of Orlando
Repertory Theatre
• Waited four years to celebrate the
first anniversary of my retirement!

74. • Many opportunities to share what I have
learned from my 38 years with Disney
• Perhaps none of us can be “Disney,” but there
is much to be learned from the processes and
systems
• Will share the impact on The REP using the
Quality Customer Service as the guidelines

75. What I learned about
East Lothian
• This is a quiet, tranquil county close to Scotland’s
historic Capital City of Edinburgh
• A place in which tourism is of primary
importance
• With world-class golf opportunities, the focus is
on continuing to develop the expansion of
world-class customer service
THE CUSTOMER RULES
with Gene Columbus

76. WE MUST HAVE A
UNIFIED GOAL
• To ensure that East Lothian is an ideal place
to live, work and play!
• Always doing what is best for the
COMMUNITY and CUSTOMERS we serve
• To explore NEW and EXCITING opportunities
for our businesses that will create and
enhance the customer experience
THE CUSTOMER RULES
with Gene Columbus

77. How Quality Service
Changed The REP
“The Orlando Repertory Theatre
creates experiences that
enlighten, entertain and enrich the lives of
families and young audiences.”
THE CUSTOMER RULES
with Gene Columbus

78. We Started With the Old
Mission Statement
• To inspire new connections between
children, adults, parents and educators through the
shared experience of art and literature as theatre.
Goals:
• To create family audience theatre productions that
enlighten, entertain, and enrich both children and
adults. To challenge our audiences with culturally
diverse, intergenerational programming. To open
doors and illuminate new worlds for our audiences by
producing theatre of exceptional quality.
THE CUSTOMER RULES
with Gene Columbus

79. The Finest in Family
Theatre!
THE CUSTOMER RULES
with Gene Columbus

80. Applying Disney Style to
The REP
• We can learn from Disney’s examples
• The foundation is basic: “Keep it clean, keep it
friendly…” and you will keep them coming back
• Let me add: “Keep it simple” so the customer
understands
• Walt Disney said “You can dream it, you can build
it, but it takes people…”
• The core of Disney success is people
• Your success depends on your people! CUSTOMER RULES
THE
with Gene Columbus

81. That Approach at The REP
• Focus on our goal and “Brand” by establishing “The Finest
in Family Theatre”
• Expect The REP to always to deliver top quality
• The Disney Guest always expects the highest quality
• Disney’s mission is to exceed expectations
• “To surprise and delight” - the keys to the Disney
reputation
• The REP continues to seek new ways to surprise and delight
patrons
THE CUSTOMER RULES
with Gene Columbus

82. Where Does It Start?
• Most think it starts with our staff/employees
• It must start with the leaders!
• “Do not ask others to be excited about what we are
doing unless WE are excited about what we are
doing!”
• “Treat your people the way you want them to treat
your customers!”
• “Lead by example!” Always at Disney: “Walk the
Talk!” (Do as I do, not just as I say!)
THE CUSTOMER RULES
with Gene Columbus

83. Many years ago as
summer Cast
Members at
Disneyland we
were all provided
with instructions
on expectations…
signed by Walt
Disney!
THE CUSTOMER RULES
with Gene Columbus

84. First name except for Mr. Toad
Friendly people are essential
Hosts and hostesses
Everyone is a “Guest”
Security Officers (negative vs. positive)
THE CUSTOMER RULES
with Gene Columbus

85. Artwork from Disneyland
Training Manual
EVERYONE’S A VIP
INCLUDING THE
CHILDREN!!
THE CUSTOMER RULES
with Gene Columbus

86. More Artwork from
Disneyland Training
Manual
ALL OF US THAT
SERVE THE
GUEST MUST
PROJECT A
POSITIVE
ATTITUDE!
THE CUSTOMER RULES
with Gene Columbus

87. THE CUSTOMER RULES
with Gene Columbus

88. One would think
“Please”
that this is
something we
“”Thank you”
should all be doing.
“May I Help You?”
Add a second task
“It’s been my pleasure” of providing service
and the focus might
change. It takes
training!
THE CUSTOMER RULES
with Gene Columbus

89. “The Priorities of Decision Making”
My earliest Disney training was defined by
how to make decisions:
1. The Guest
2. The Quality of the Experience
3. The People delivering the Experience (The
Cast Members / Employees)
4. The Business Results
THE CUSTOMER RULES
with Gene Columbus

90. Disney’s Service Standards
Training Today
1. Safety
If it is unsafe – it is bad for the Guest and Disney
2. Courtesy
Being helpful and courteous – Keep it Friendly
3. Show
The Show Quality – A perfect show every time
4. Efficiency
Being Efficient creates excellent business results
THE CUSTOMER RULES
with Gene Columbus

91. Bank of America
• Bank of America wanted to “define its service
culture” and looked for world-class
organizations to emulate, including The Ritz-
Carlton, Disney and Home Depot.
– From the common threads of three or four service
standards, Bank of America borrowed from these
and developed their own service standards:
Accuracy, Efficiency, Courtesy, and Show!
• What do you think good show is?

92. • Good Show means our customers and
clients – and our associates – consistently
receive our best service.
• When we help them solve a problem or
when we make even the smallest
transaction important, we serve them with
heart. No matter what department we are
in or how we touch them, good show is
just good service.

93. A Disney Example:
Disney asked the question: “When does the vacation start?”
Is it when they arrive at the Disney Resort?
• Actually, the customer told Disney it is when they pack their
bags and walk out the front door!
• Disney’s Magical Express was born! No way to get past the
security check, but once you check your bags, they are taken
care of all the way to your room!
• What are they working on now: how to make it quicker to get
into the room!
• When it is time to leave, you check your bags at the resort,
then pick them up at your home airport. All you have to carry
are those last-minute Disney items to take home with you!
THE CUSTOMER RULES
with Gene Columbus

94. What does that look
like for us?
• Making eye contact with a smile
• Greet and welcome each and every customer
• Seek out customer contact
• Provide immediate service
• Display appropriate body language
• Preserve the positive customer experience
• Thank each and every customer
THE CUSTOMER RULES
with Gene Columbus

95. WE ARE ALL IN
SHOW BUSINESS!

96. Disney Entertainment’s Mission:
• “Dream it, Create it, Deliver it; the finest
entertainment in this world or any other!”
Disney’s goal: “Make them laugh, make them
cry, most of all make them remember!”
THE CUSTOMER RULES
with Gene Columbus

97. How Do You Communicate
Your Message ?
What are those behaviors?
• You establish “clear expectations” not just for the
staff, but for yourself
• You are open to a 360 degree review - getting
performance feedback from those reporting to you as
well as those you report to
• Ensure that you completely understand the concepts
and are capable of communicating them
• Are you a good communicator?
• Use care to not make excuses or get defensive
THE CUSTOMER RULES
with Gene Columbus

98. Make Yourself Better to
Make Your Staff Better
• Commit to praising in public and correcting in
private
• Be sure your voice is not the only voice you
are hearing
• Learn what is important to your people and
take time to listen to each of them as a person
• Create an honest bond and a shared goal of
being the best you can be
THE CUSTOMER RULES
with Gene Columbus

99. Everyday Examples:
You go to a Restaurant
• Exceptional experience
– What do you do?
• Poor experience
– What do you do?
• Expected experience
– What do you do?
THE CUSTOMER RULES
with Gene Columbus

100. The Role of Serving
the Customer
• At Disney, The REP and in East Lothian each of
us plays a role in providing quality service!
• What is your role?
• Can you perform your part better?
• Acting is also “reacting and being proactive.”
• We do not do it alone! Each employee has a
moment when they are the most important.
THE CUSTOMER RULES
with Gene Columbus

101. Positive Changes
• In the 2008-2009 Season The REP hosted 27,000
children on school field trips
• In 2012-2013 more than 43,000 are attending
• In 2008 about 700 students participate in
classes, camps and productions
• In 2012 more than 1,300 took part
• Our operating budget increased from $1,600,000
to $2,200,000 THE CUSTOMER RULES
with Gene Columbus

102. A Staff of Motivated and
Committed Individuals
• Our credibility with funding organizations
made it possible to do more than $1,000,000
of renovations to the building
• Last year we were able to provide over
$40,000 in scholarships
THE CUSTOMER RULES
with Gene Columbus

103. Promoting Our Commitment
to Quality Experiences
• The REP is not just the shows
• From Disney we learned:
Safety – Courtesy – Show – Efficiency
• From The John F. Kennedy Center we learned:
Quality Experience – Marketing – Create Loyalty –
Build a Family – Patrons into Donors – Continue to
invest in Quality (productions and people) – Great
Stories
THE CUSTOMER RULES
with Gene Columbus

104. What We Learned
• Creating loyalty - means excellent word of
mouth marketing - fans coming back time
after time
• No matter how well you did at your last
performance, the next one must be better!
• “Good is the Enemy of Great!”
• “You are only as good as your last failure,” so it
is not an option to fail.
THE CUSTOMER RULES
with Gene Columbus

105. PLAN YOUR WORK,
WORK YOUR PLAN
READY – FIRE – AIM?
• It is all about measuring
– At Disney everything is continuously measured
REMEMBER:
• If you can measure it, you can manage it.
• If you can manage it, you can improve it!
THE CUSTOMER RULES
with Gene Columbus

106. Are You A Manager
or a Leader?
FROM FORTUNE MAGAZINE:
• The manager administers, the leader innovates.
• The manager maintains, the leader develops.
• The manager relies on systems, the leader relies on people.
• The manager counts on controls, the leader counts on
trust.
• The manager does things right, the leader does the right
thing.
You must be both! THE CUSTOMER RULES
with Gene Columbus

107. Communicating Organizational
Values To Others
1. Explain your personal definition of leadership
2. Embrace that one person can have a positive or negative
impact on the customer experience
3. Define your “vision” and the purpose of the leader‟s vision
4. Communicate the vision in a manner that inspires others
5. Understand that the behavior of leaders contributes to
organized/disorganized operations
6. There are many benefits to an engaged workforce
7. Explore the barriers that prevent employee engagement
8. Share strategies which leaders can employ to engage
employees with their own performance THE CUSTOMER RULES
with Gene Columbus

108. Your Legacy
• It is not necessarily “who you are” but “what are your
accomplishments”
• In the end, you took all your thoughts and experiences
with you – or – you left it for others to benefit – is that
your legacy?
• My father’s retirement community barbershop
• I made a difference!
• We only get one chance to do it right!!
• Let’s go out and do it in East Lothian
THE CUSTOMER RULES
with Gene Columbus

109. Thank you!
gcolumbus@orlandorep.com
THE CUSTOMER RULES
with Gene Columbus

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