Nailing the first and last impressions. Lessons in CX from Disney and Kimpton at #NGCE


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Next Gen CX conferenceI’m currently in San Diego for the Next Gen CX conference. While attending the event, I came across two new examples from Purple Goldfish Hall of Famers.

First Impression

Making a memorable first impression is key. Jodi Martin from Disney Stores talked about their quest to deliver the best retail experience in the world.  Jodi showed how Disney retail has changed its learning approach to focus on more dynamic and interactive processes. These efforts have allowed for better knowledge and capability building which has enabled cast members to deliver a truly exceptional Guest experience.

One example of creating experiences stood out. It was an interesting thing Disney does to open each of their 220+ mall locations each day. Disney engages customers to open their stores to officially open the store and “unlock” the magic. A brilliant first impression:

Credit: Disney Store Blog

Credit: Disney Store Blog

Here is a quote from a recent guest:



“Opening the store was really fun for the girls.  The Disney Store staff let us into the store and made a big deal about princesses, Maisy and Maren, visiting to open the store as she led the girls to the interior store entrance lock and ropes. The staff presented our girls with a giant key which they struggled to put into the huge lock that held velvet ropes. There was a countdown, and with a little help from the staff, Maisy and Maren turned the key. The velvet ropes fell to the ground with a round of applause. The staff presented our girls with a smaller keepsake version of the key, which we decided to make into a Christmas tree ornament to remember the occasion!”

Last Impression

Customers also tend to remember their last impression. Last night a group of us from the conference had dinner at Kimpton’s J-Six in the historic Gaslamp district.

J-Six San Diego

After finishing a wonderful meal we were presented with our individual checks. In lieu of your typical folio, our waiter presented each person with a book. An actual unique paperback book.

Here was my book:

image (1)

An interesting twist to the end of the meal. A signature and thoughtful last impression.

Today’s Lagniappe (a little something extra thrown in for good measure) – Wanna see other PG Hall of Famers from A to Z (Apple to Zappos)? Check out this slideshare:

Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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