How does Disney get so good at what they do? One of their secrets is that, for Disney, the competition is anyone the customer compares you with. 

Think of it this way.  One of the ways that people experience Disney is by telephone.  Disney gets thousands of calls every day.  Many of them from the same people who call FedEX.  So… when people call FedEx or L.L. Bean, or anyone with superior telephone service, Disney understands that they are being compared to the service people get when calling FedEx or L.L. Bean.  Disney then does what they need to do to "compete" with L.L. Bean telephone service.

Many years ago we were like everyone else who sold supplies and fixtures for retail stores to retailers.  We got an order one day and it shipped two to three days later.  I called one of our good lients, Caleba’s, to order some fly-fishing supplies and they told me the order would ship that day. 

Back then, same day shipping was almost unheard of, but using the Disney principle that the competition is anyone your customer compares you with we decided to do what was needed to reach the Caleba’s same day shipping standard.

Now, same day shipping has been standard for us for many years.  If we get your order within about 30 minutes of the Fed Ex pick up and the product is in stock it will almost always ship that same day.

We learned Disney’s philosophy; the competition is anyone the customer compares you with from Tom Connellan's book "Inside the Magic Kingdom - Seven Keys to Disney's Success".  It is one of 5 books that every American Retail Supply team member is required to read.  It is an excellent, entertaining book that can enhance the success of any company.  Peter Johnson, the manager of our Computer and Tech Support department was so excited after reading "Inside the Magic Kingdom - Seven Keys to Disney's Success" he asked if he could share his thoughts when I told you about the book. 

Here’s what Peter says, "Yeah, I know what you're thinking... another dry business book.  'Inside the Magic Kingdom' is anything but. When Keith made this required reading for everyone here at American Retail Supply, I was thinking that I would have to struggle through it.  The book is inspirational, full of amazing stories and a fast read.  I ended up trying to squeeze in chapters on breaks.  I soaked up the motivation." 

Peter Johnson, POS Manager Tech Support.

You can get “Inside the Magic Kingdom - Seven Keys to Disney's Success” here, or you might want to wait until Tuesday, Oct. 7 when I announce how you can get all 5 of my favorite customer service books for free.

Yep – FREE… but you need to wait until Oct. 7 and the free books will only be available from Oct. 7 through Oct 19.  Here are the 5 books that will be free starting that day:

• Out-Nordstrom Nordstrom – Creating the World’s Best Customer Service.  Keith Lee - $13.97
• The Simple Truths of Service - Inspired by Johnny the Bagger. Ken Blanchard and Barbara Glanz -  $15.40
• Inside the Magic Kingdom - Seven Keys to Disney’s Success. Tom Connellan - $20.60
• W.A.Y.M.I.S.H. Why Are You Making It So Hard for me to give you my money. Ray Considine and Ted Cohn -  $20.00
• Customer Satisfaction is Worthless, Customer Loyalty is Priceless. Jeffrey Gitomer - $30.90