The 'Disney Way' being taught to businesses in need of customer service overhaul

The sputtering economy has placed more emphasis on customer needs, and the rise of consumer review sites can single-handedly make or break a company's reputation.

To manage customer relations, companies need to devise new business marketing approaches to service, and many are turning to a well-known brand that is typically known for its cheerful attitude - Disney.

The Walt Disney Corporation's Disney Institute - a consulting division of the cartoon empire - offers businesses alternative philosophies for customer service using techniques that harness "The Disney Way," which is far more than just making customers smile.

For instance, Disney is so meticulous with its customer analysis that it has placed trash cans every 27 paces at Disney World - the average distance a visitor carries a candy wrapper before throwing it away.

Disney has worked with large companies such as Haagen-Dazs International and United Airlines, as well as more local entities like three Subway restaurants in Maine, a Michigan hair salon and a Boston youth counseling center.

"We're putting our people on planes all day every day, domestically and internationally," Jeff James, who runs Disney’s consulting branch, told the news source. "Some clients are in great shape and want to improve even further, and some are truly clueless."

Some tactics suggested by Disney consultants include engaging with children at eye level by crouching and speaking to them, following theatrical metaphors by greeting customers "on stage," smoking cigarettes or chewing gum "off stage" and welcoming customers using an entertaining approach.

According to its website, the Institute allows clients to step into a "living laboratory," and takes them on field experiences of Disney destinations around the world to see the approach in action.