Lesson Two: What Time is the Three O’clock Parade? Is Not a Stupid Question.

Remember from the book Lessons from the Mouse, when guests at Disney asked what time the three o’clock parade was, they were really asking what time the parade got to a particular spot. There is usually a question behind the question and it's our job to find out what that is. We must put out the burning need to feel superior and stop dismissing questions that we believe to be stupid. That need is damaging to customers (the ones calling you and the ones you work in the office with), businesses, and those who harbor it. Don't forget the Disney philosophy, “The guests may not always be right, but let’s allow them to be wrong with dignity.”

In the HVAC Industry:

Applying this lesson could mean explaining things to our clients in words they understand. We may have a great technical knowledge, but if we don't take the time to share that with our clients and ensure that they understand what is going on at their facility, what good is it? If we’re going to create or sustain customer loyalty, we have to look at every situation through the eyes of the client.

Question: Think about some of the common yet bizarre customer questions or behaviors that sometimes occur in our world. What is the question behind the question, or the issue behind the issue?