Delivering World-Class Customer Service Begins with Leadership Excellence
As a leader in service and leadership excellence, the MagicMakers Group has the privilege of working with experts like Allie Braswell and Mary Beth Crawford, who believe that leadership and customer service are inseparable. Their careers, spanning from Disney to other world-class organizations, have taught them that delivering exceptional service always starts with leadership.
Throughout his career, Allie has had the privilege of leading and developing teams in diverse environments. “Whether in the Marine Corps, Disney, or other organizations, one core principle remained constant: service excellence. From client-facing roles to internal collaborations, my teams were encouraged to ensure every interaction left a lasting positive impact. We believed that each engagement—whether with a teammate or a customer—was an opportunity to create a moment of excellence. It wasn’t just about fulfilling a task; it was about making people feel valued and special. What made the difference? Leadership in action. Leading by example became a cornerstone of my approach. Leaders set the tone—whether demonstrating empathy during challenging moments, showing initiative in problem-solving, or simply being present and encouraging the team. It is crucial that leadership reflects the service standards we expected. Encouragement was another key element to my approach. Great service doesn’t happen by accident. It’s the result of continuous support, empowerment, and a shared vision. As leaders, we need to uplift our teams so they can deliver their best, knowing their efforts contribute to something bigger. It’s that shared vision that I help clients develop every day. At the end of the day, service excellence isn’t just about the external customer; it’s about creating a culture of care, respect, and pride within the team. That’s leadership in action.”
Mary Beth shares the following story from her Disney archives: “The year was 1996, and Disney’s newly named president wanted to see WDW’s strategic plan. Here’s a secret from the vault: We didn’t have one. At least one that ticked all his boxes. At the time, WDW was wildly successful (some speculated we were printing money in the Magic Kingdom tunnels). The new president believed long-term growth needed a plan with more than pixie dust, and he was coming to Florida to see it. It seemed like a really good time to write one. In a wonderful stroke of fortune, as a young senior manager, I was tasked with facilitating WDW’s first strategic plan (thank you, Geoff and Matt!). This included interviewing Steering Committee members and creating a framework for the 55 Business Initiatives already in progress. As we worked, it became clear that Leadership and Cast Excellence were truly at the core of Guest Satisfaction. During a SWOT analysis, we discovered a strong link between Leadership, Cast Member Experience (EX), and Guest Experience (CX). For example, when Cast Members said, “my leader communicates,” guests consistently reported “Cast Members are knowledgeable.” Think about it: When a Cast Member shares helpful information from their leader, guests walk away happier. This made something crystal clear – leadership wasn’t just influencing employee morale; it was shaping CX. Leaders who communicated well with Cast Members empowered them with a confidence that enhanced guest interactions. Gallup research supports this, stating, “Managers account for at least 70% of the variance in employee engagement.” Engaged leaders create a ripple effect. Gallup also found, “employees who are engaged are more likely to improve customer relationships, with a resulting 20% increase in sales.”
Investing in Leadership and EX isn’t just about morale—it’s smart business. It creates a positive work culture, translating into customer loyalty and increased revenue. In fact, here’s another secret from the vault: it’s the key to the magic.
