1. A theme park where “parents and children have fun – together”
2. Memories created at Disneyland last a lifetime not
just because Disney tells a story like no other, but
also because the 150,000 cast members across all
Disney Parks and Resorts work carefully to craft this
magic for their guests.
Here are the three major things I think they do at
Disney to make this happen…
3. Investing in people – the
ones who actually create
the magic
Every Disneyland cast
member – including the CEO
– attends Traditions, a
legendary training programme
that initiates every member of
staff on the ethos of Disney
and empowers them to do
what it takes to create magic
on ground.
As Disney puts it,
“We don’t put people in
Disney. We put Disney in
people.”
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4. Attention to detail. By design.
Nothing is left to chance at
Disneyland. The company seeks to
continually perfect the customer
experience and is often quoted as
an example of customer service par
excellence.
Even the location and design of the
trash cans is based on careful
observation of how far people are
willing to carry a piece of trash and
how the design of even a mundane
object can add to the ambience of
the park.
As Disney puts it,
“Everything speaks.”
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5. Consumer-centric service
development and
innovation
A mantra Disney lives and
breathes.
Take the Disney Magicband and
PhotoPass for example…
“It’s in our best interest to put some of the old
rules aside and create new ones and follow the
consumer – what the consumer wants and where
the consumer wants to go.”
- Bob Iger, CEO, Walt Disney
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6. Disney MagicBand
The MagicBand wristband provides
guests with seamless access to the
park’s many services.
For the company, this innovation is a
tool to gather behavioural insights
that help the team “craft” just the
right experience.
7. Disney PhotoPass
Responding to changing consumer
behaviours like the need for
immediacy and “social sharing”, the
PhotoPass delivers professionally
captured memories of consumers’
trips to their smartphones, in real
time.
Not only does it enhance the actual
experience by taking the pressure of
capturing memories off of peoples’
minds, it inserts Disney yet again in
the process of creating memories
that last a lifetime.
