The girls on the left, snapped at Epcot during the Epcot International Flower and Garden Festival, are holding World Showcase ‘passports.’ The cast member on the right is stamping their passports.

One of several “Touch Point Tools” Disney developed, the passports encouraged guests to visit all the World Showcase country pavilions. Guests, when at those locations, got their passports stamped. In the process conversations took place.

In an earlier issue, What Samantha Knows – MIC Key™ Snaps V1 I8, we examined two other Touch Point Tools. Samantha’s nametag included the college she was attending and a ribbon announcing that she was “Earning My Ears”.

These Touch Point examples, and many more, create INTERACTION opportunities. It’s an intentional strategy Disney has employed to get cast members and guests talking to each other. In the process, lifetime relationships with the Disney brand develop.

What about your organization? Have you developed Touch Point Tools for your customer-employee INTERACTIONS? They could encourage exploration of your offerings, rewards for finding items in your store, trying different restaurant menu items. Frequent patron clubs are one common way businesses connect with customers. Add something more personal. If you are a restaurant with a wait list, why not share the party’s name with the server before the server approaches the table. Or, why can’t the doctor’s receptionist, who knows when someone is a repeat patient, welcome that patient back by name? Or, why not pass out frequent customer stickers? Even if these specific ideas do not apply to your business, the point remains: the better the INTERACTIONS, the more loyalty your business will build.