Issue 9 / February 2010 Disney Magic:
Personalising the Customer Experience
by Rob Scott,
Research & Innovation, Strategy & Architecture
robert.c.scott@rbs.co.uk
Disney Magic:
Personalising the Customer Experience
In times of economic and
A decade ago Disney was suffering year When deciding to holiday in a Disney Data at the heart of personalised Consolidating customer data
media pressures, there may
on year falls in attendance figures and Resort certain things can normally be customer (guest) service across all Disney businesses
decreasing revenues – attributed to a taken for granted. The booking will be a promises even greater potential
be a temptation for financial
flat economy
1
, growing anti-American straightforward and un-stressful process
Disney Parks and Resorts manage a
to provide relevant insights in
services organisations to sentiment and a lack of capital investment and the information provided will be
database containing tens of millions
the future. Being able to identify
focus on just keeping up with
in park attractions. Manipulation of prices, extensive and relevant. On entering
of customer records
2
. In 2005, Disney
someone’s favourite Disney character
the “pack”. However, often
first upwards then downwards, had been the resort guests will be met by an ever
embarked on a major initiative to bring
through their movie or ebook purchases
used in an attempt to boost revenue - helpful and empowered multitude of
together the customer data held by all
could significantly increase the
lessons can be learned from
ultimately unsuccessfully. Guests had “cast members” whose demeanour will
the different Disney businesses not only
effectiveness of personalised marketing
further afield, and sometimes
reached the “psychological limit” of not change throughout the course of the
to reduce duplication and overload of
material for Disney Resorts. As a result:
from surprising sources.
what they would pay for a theme park guests’ stay. After the holiday an array
messages sent to customers but also
experience. In 2003, Disney’s CIO, of opportunities to continue the Disney
to give Disney a more rounded Customised marketing
• printing and storage costs have been
cut by half – previously, with large batch
Roger Berry, considered how to better experience through other channels and
understanding of its customers
3
.
This data is used to enhance many of the
print jobs, any changes would mean
exploit his information resources and other Disney products will be available.
This better knowledge of the customer interactions Disney has with customers,
discarding any already printed material,
in doing so embarked on an effort to In the vast majority of cases Disney
includes a better understanding of their guests and potential guests. Within twenty
differentiate the Disney experience manages to deliver on these expectations.
• with more detailed information on the
likely needs and interests. Details of four hours of a past or prospective guest
from those of competitors and thereby
prospect, sales staff are on a stronger
interacting online or calling a contact centre
successfully re-invent the customer
A large part of this turnaround was due to
previous Disney resort visits are made
footing when following up on those who
a completely personalised mail is sent,
experience.
a focus, behind the scenes, on exploiting
available to the marketing teams and call
haven’t responded
their immense stores of guest data and
centre staff so they are better informed with messages and photos customised
using technology to optimise and
about the likely interests of the prospective according to the guest’s life stage and
• both response rates and conversion
personalise the customer experience.
guests and can tailor their marketing past history with the organisation
4
.
rates have doubled as prospects are
material or sales pitch accordingly.
pleased to receive the information
For corporate events, as in most
relevant to the decision they need
Data gathered during the booking process, organisations, sales teams used to send
to make.
coupled with information on previous out generic pre-printed packs of pamphlets
visits (shows attended, restaurants eaten to anyone who contacted them regarding
Other examples of how personalisation
in, etc.) can be accessed throughout the booking a conference or other corporate
has been applied in practice are the free
organisation. On check-in, the concierge event at one of the Disney resorts.
DVDs available from their website, which
can inform guests of particular shows, However, since 2006 each prospect
can be customised to hold personalised
promotions or restaurant opening hours receives a full-colour twenty four page
park maps and to-do lists
6
, or elsewhere in
in which they are likely to have an interest booklet tailored with all the information
the Disney empire, the simple example of
without having to ask for additional required (and only that information which
being able to search the newly launched
information. These other events may not, is relevant). Those who ask about booking
Disney Digital Books through a child’s
in themselves, be income generators for a smaller meeting space only receive
favourite Disney character
7
.
the company but can provide an improved information regarding services related
customer experience and consequently to smaller venues. The booklets are
enhance the potential for income customised from 3,000 combinations
generation through repeat business. of text and images, and will be further
personalised by including the name of the
interested party and that of the proposed
event throughout. Print runs are produced
twice a week, and the material is mailed to
the prospects within 72 hours
5
.
8 / Perspectives on the future Perspectives on the future / 9
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