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What to gain market share: Focus on Customers not Competition

March 15, 2018

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Disney the king of the customer WOW experience.

 Some argue that Disney is the king of customer care. The Disney Institute, the professional development branch of Disney, even produces research on how Disney delivers amazing experiences.

 

You can find countless examples Disney’s daunting level of service. Whether delighting customers, creating personalized experiences, or simply going ‘that extra mile,’ Disney understands how important the customer experience is to its business.

 

Today, you’re going to learn three simple strategies Disney employs to create a customer experience that makes visiting Disney or consuming any of its products awesome.

 

These ‘simple tactics’ are strategies that you can implement within your own company.

 

Here’s the first thing you can learn from Disney….

 

1. Disney focuses on creating personalized experiences.

 

Disney personalizes each and every customer’s experience at its theme parks. Where in the past, a theme park might have treated every customer the same – Disney focuses on the individual.

No longer does each Disney customer receive a standardized experience across all its rides, shows, and entertainment. By using new card technology, Disney tailors the rides and experiences to the individual.

 

For example, on the Test Track ride, you use your Disney card to customize your car with different specifications and colors. When on the ride, you race against others, and, at each checkpoint, the ride updates everyone on who is winning or performing best.

 

Upon completing the ride, you’re not finished. You extend the experience using your card to check your car’s overall performance and race against others on a video game.

 

Through the use of technology, Disney has taken a standard ride and transformed it into a personalized experience unique to the individual customer.

 

2. Disney uses digital technology to extend the customer experience beyond the theme park.

 

To stand out from the crowd, companies need to do something different.

 

Loni Stark from Adobe and Darren Smith from Intel believe that one way companies can stand out is through creating digital customer experiences that matter. They recommend focusing on creating customer value beyond the physical product or service you offer.

 

So how does Disney leverage digital customer experiences?

 

Disney has created MyDisneyExperience.com. Here, customers can make fast-pass selections and dinner reservations, check entertainment times, and purchase photos that were taken at the theme parks.

Furthermore, this online portal is jam-packed with information about all of Disney’s attractions, accommodation options, things to do, and a comprehensive FAQ.

 

Since most of Disney’s theme park customers visit multiple parks, this resource makes the whole experience prior to and after visiting a theme park a breeze.

 

Do you offer a digital customer experience that extends beyond your core product?

 

3. Disney has a clear vision and mission that embody every customer experience delivered.

 

The culture of your company is created by your people. It embodies what they value and what they see your company’s vision and mission as. Jeannie Walters, Chief Customer Experience Investigator and founder of 360Connext, believes that culture, attitude, and values are what create the experience.

 

She is an advocate of the ‘customer mission’ as opposed to the ‘company mission.’

 

She believes that management teams should create a mission focused on their customers, as opposed to their company. This paradigm shift puts employees and stakeholders on the same page and shines a light on the customer rather than on the company’s corporate objectives.

You can walk into each Disney Park and experience something totally different, something you can’t experience anywhere else. Disney combines these unique experiences, infused with rich storytelling, with a family-first attitude that brings everybody together.

 

Management does a great job of inspiring employees to adopt and embody Disney’s mission and vision.

 

Improve the customer experience to grow your bottom line.

 

I know you’re focused on numbers, ROI, and revenue.

 

Guess what? So is Disney.

 

But what is the difference between you and Disney?