A key element to Disney's success is their great brand recognition and trust in a family friendly image. A great example of the way they maintain this image is their theme parks. Disney has strict guidelines for their park employees to keep up an appearance of cleanliness and friendliness. To keep up morale, employees are encouraged that they are "cast members" in a show, not working. It's true, they must be in character if they are in public view, characters in costume are not allowed to talk and must make sure they are in a safe area before removing their suits so as not to crush some small child's dreams.Business Week outlined other points of Disney's strategy for a good customer environment for gaining repeat customers. This stresses the role of the secondary customer (the one influencing the core customer, but not necessarily buying anything themselves). These points include:
- "Train employees to be respectful of all customers, including children."
- "Make waiting in line an entertaining experience."
- "Be "show-ready."
- "Keep the show on stage."
- "Encourage your team to be "assertively friendly."
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