The Walt Disney Company corparate culture

The Walt Disney Company corporate culture

The Walt Disney Company is an American multinational diversified mass media corporation headquartered in Walt Disney Studios, Burbank, California, United States. Since its founding in 1923, the Walt Disney Company is committed to producing entertainment experiences based on its creative and unique storytelling. Today, Disney is divided into four major business segments: Studio Entertainment, Parks and Resorts, Consumer Products, and Media Networks. The core purpose of Walt Disney is to make people happy.  In 1955, their service theme was, “We create happiness.” Furthermore, this visionary company has five core values. They are listed as below:

• No cynicism allowed 
• Fanatical attention to consistency and detail
• Continuous progress via creativity, dreams, and imagination
• Fanatical control and preservation of Disney’s “magic” image
• “To bring happiness to millions” and to celebrate, nurture, and promulgate “wholesome American values.”

In order to deliver the best possible magical experience for the guests, Disney pays particular attention to corporate culture. 

Firstly, Disney has established the culture of customer service on a new level by introducing its traditions and core values in the training program.  For instance, Disney would require every single employee to attend new employee orientation which is taught by the faculty of Disney University. Some of the new languages they learn are:  Employees are “cast members.” Customers are “guests.” A crowd is an “audience.” A work shift is a “performance.” A job description is a “script.” A uniform is a “costume.” Being on duty is “onstage.” The special language reinforces the frame of mind Disney imposes in order to create the culture of customer service. 

Secondly, Disney enforces strict codes of behavior and conduct, demanding employers to take away any personality traits that do not fit the core values of the company.  The company’s cult-like culture can be traced to founder Walt Disney, who saw the relationship between himself and employees as father and children. He expected total dedication from Disney employees and loyalty to the company’s core values. 

Thirdly, in terms of effective communication, Disney regards cast-to-guest communication as how the guests rate the service and magic experience.  Disney’s performance guideline challenges cast members to seek out guest contact, to listen and answer questions and offer assistance. In order to help the cast members to communicate effectively, Disney provides latest information for the cast members.  For instance, a weekly newspaper, Eyes & Ears, is one way information is communicated property-wide in a theme park.  Pocket-sized fast-fact cards are distributed so that cast members have the latest information about new attractions and special events at their fingertips.  Disney even customizes their service for international guests, parents with small children, and guests with disabilities.