Disney World Customer Experience Design … a Difference Maker
Feelings have a critical role in the way customers are influenced.
- David Freemantle
Ever been to Disney World? With most of our family living 50 miles away, we often felt like tour guides. Not a bad thing though. Lots any business can learn from Disney‘s customer experience design and operations. A real difference-maker.
Disney puts a tremendous amount of attention to its parks’ customer immersion and customer experience … in fact; one could say the Disney theme park mystique is 100% about immersing the customer in the culture of Disney movies and character history. Over 150,000 employees are employed ‘on stage’ each day at Disney parks to help create this customer experience immersion.
What are the ways Disney uses its park designs and ‘on — stage’ employees to create the best possible customer experience? Consider Disney’s explicit operations and design principles:
Care for Customers
In front of nearly every ride was stroller parking — and in Magic Kingdom, there were plenty of strollers because nearly every group had some small children. There were areas set aside for stroller parking, and clear instructions for where to park your stroller. Guess what? Customers still managed to ignore them. In most places, this might create chaos. At Disney, they have a “stroller guy” whose entire job it was to pick up after lazy customers. We have seen them organize strollers into lines, put errant Sippy cups back into cup holders, and keep his little area of the park neat and organized. All customer-facing employees are responsible for ensuring parks remain clean, friendly, organized, and most of all, fun.
Immerse Customers in Brand
At Disney, you can’t look in any direction without seeing the Disney branding all around. In the park, it works to surround you with the Disney experience at every moment … even when some parts of the park are under construction. Not to mention the side benefit of Disney likely negotiating some discount on the construction work from businesses in exchange for allowing them to put their brand on the signage seen by millions of park customers.