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The art of moving people
Raising the bar of Customer Experience
(Inspired by Disney)


Rob van Vlokhoven
Twitter; @robvanvlokhoven
10%, 20%, 30%, 40% discounts.
Half off everything! Buy one, get
one free. Free financing for a
year. Guaranteed lowest prices…
Product variety has not
necessarily resulted in
better consumer
experiences
Also business has grown
hopelessly out of touch
with the people it should
be serving
That’s why we are
experiencing a
commodity-trap
While we are constantly
looking for inspiration and
new experiences to help us
to position ourselves
And to realize our dreams!
So… In order to stay
competitive organisations
have to reinvent themselves
as EXPERIENCE innovating
BRANDS, oriented to
meaningful value co-creation
in an evoking mode
A theoretical framework;

               Don’t worry nice pictures will follow!!
Co-creation of
Value
New frame of reference for value-creation
Prahalad and Ramaswamy (Future of Competition)
Experience co-creation
Raswamy (Creating value through Customer Experiences)
Progression of economic value
Pine and Gilmore (The experience economy)
In this paradigm the firm
and consumer co-create
value at different points of
interaction
Value configuration space
Vargo (Toward a transcending conceptualization of relationship)
Encounter process
Storbacka and Suvi (Customer relationships and the heterogeneity of firm performance)
Co-creative interactions
Ramaswamy (Creating value through Customer Experiences)
Key findings


New competitive advantage is all about value co-creation

Interaction is at the heart of value co-creation

Every event/ experience is a trigger for interaction

Remarkable interactions build relationships

Experiences become the means to guide personal and business
transformations

Quality depends on the infrastructure for interaction
A change in value
creating logic
Value in Context
Vargo and Lusch (Service Dominant Logic)
Migrating to co-creation experiences
Prahalad and Ramaswamy (Co-creating unique value with customers)
Design thinking
Boland and Collopy (Design matters for management)
Co-created experiences
are all about contextual
relationships, individual
involvement and personal
meaning
The brand as
stimulus for co-
creation
Brand = Badge
Smith (Managing the customer experience)
Badge = The way a brand is built inside the
minds of people
Brand = Experience
Ramaswamy and Prahalad (Future of competition)
Experience = A set of all events in a narrative
Hans Bouwknegt
Like a story brands evolve
through experiences
Brand = Identity
Hatch and Schultz (Elements of a corporate brand)
Identity = Knowing who you are
Morel and Van Gils (Identitymarketing)
Brand = Promise
Roscam Abbing (Brand driven innovation)
Brand promise = The value
you commit to co-create
with your customers
Brand = Relationship
&Samhoud (Organizational Relationships in a Value profit chain)
Relationship = Role of the moment (Contextual)
Black swan
Relationships are about…
PEOPLE
PEOPLE
PEOPLE
So… What relationship
would the world miss if
your company didn’t exist?
Discover your Core Ideology
Collins and Porras (Building your company’s vision)
By the way…You
CANNOT fulfil a purpose
Requirements of a brand promise
Based on Cummings and Wilson & Pine and Gilmore




Orientation
Animation
Authentic
Simple
This way a brand promise
becomes a meaningful
and evoking design theme
A brand sets in motion a process of change
Now before continuing…
Do you fully understand
the type of business you
are in?
Do you really??
Promise delivery
Brand behaviour is manifested in its touchpoints
Mark Churchman – Senior global creative director Philips
Consumers preferences and
motivations are far less influenced
by the functional attributes of
products and services than the
subconscious sensory and emotional
elements derived by the total
experience
                      Gerald Zaltman
Being an experience
innovating brand
therefore requires an
holistic approach
Attention to the Customer Journey
Marc Stickdorn and Jakob Schneider (Service Design Thinking)
Context Mapping
Innovation is served – Dutch ministry of economic affairs
Experience Mapping
Starbucks Experience Map by Eric Berkman
And Experience Design
Lego via Bruce Temkin
The point is to deliver a
deliberate customer
experience consistently
Naïeve to Natural Model
(Beyond Philosophy)
Remember to keep your
experience innovations in
sync with your brand
promise
Delighting your customers
with your experience
innovations will boost your
business
The service profit chain
Heskett, Jones, Loveman, Sasser and Schlesinger
(Putting the service-profit chain to work)
The service profit chain (a different view)
Chip Conley – Joie de Vivre
Yet most of all…
successful experience
innovation is a leadership
issue
“It is kind of
fun to do the
impossible”

  Walt Disney
Steve Jobs
“You don’t learn to walk by following rules” – Richard Branson
“Delivering Happiness” – Tony Hsieh
Therefore it is a leader’s
challenge to push
managers from their zone
of comfort to a zone of
opportunity
And to stimulate internal
and external connectivity-
concepts
Connection = The stimulus you provide + the
response provided by the listener
Iain Carruthers (How to move minds and influence people)
This requires attention to the art of storytelling
Kirby Ferguson – Everything is a Remix
And gamification
Jesse Schell – TED Beyond Facebook
Key findings


If quality depends on the infrastructure for interaction, then
companies need to focus on experience platforms where they can
co-create value through transformative dialogue

To start interacting a trigger is needed, so in order to build
relationships companies need to know what value they want to co-
create with their stakeholders

Now with co-creation being found at multiple points of interaction
it is our challenge to come up with new connectivity-concepts
which are in line with our brands
A Business Case;
WALT DISNEY WORLD

                    !
A start of a Magical journey
The Disney Brand
Disney on Branding
Matt Ryan - Senior Vice President Brand Management Disney



Having a brand means having a clear proposition in the
market, so that people know where you stand for. That
identity can make you stand out in markets that are
increasingly cluttered as companies around the globe
compete for the same customer base. You need to have
people who know who you are and that is having a brand.
Part and parcel to that is having customer relationships.
Having people who come to your brand and who you go
back to because you know them and they know you.
Sustaining building those customer relationships
overtime can give you a huge competitive advantage.
Vision statement


Walt Disney World will always be dedicated to
making dreams come true. In this magical world,
fantasy is real and reality is fantastic. A wonderful
sense of community awaits where all are greeted
as welcome guests who become cherished friends.
For all who work and play here, Walt Disney World
will be a source of joy and inspiration.
Essence statement


Walt Disney World is a magical passage into a
world of fantasy and adventure. Here we can wish
upon a star, experience the impossible and bring
our dreams to life. Together, treasured friends
discover a wonderland that dazzles, delights, and
renews through all the seasons of a lifetime.
Mission statement


Our mission is to honour our heritage and
continually reinvent Walt Disney World.


“Disneyland will never be complete. It will continue
to grow as long as there is imagination left in this
world”

                                        Walt Disney
Brand Values


Honesty       We deal with each other in a sincere and straightforward manner
Integrity     We act in a manner consistent with words and beliefs
Respect       We treat others with care and consideration
Courage       We pursue our beliefs and perseverance
Openness      We share information freely
Diversity     We respect, appreciate and value everyone (R.A.V.E.)
Balance       We strive for stability and vitality in our lives


“When values are clear decisions are easy”

                                                                     Roy Disney
Disney’s brand promise;
Creating happiness

                          !
Brandpromise = Creating Happiness
Remember; You CANNOT fulfill a purpose


You cannot create happiness, but
you can create the circumstances
in which happiness can occur

         Chip Conley (Joie de Vivre)
At Walt Disney World
happiness is found in
personal transformations
                           !
The art of moving people
The art of moving people
Transformations have
always been at the core of
Disney’s purpose
                             !
Cinderella http://www.youtube.com/watch?v=xFKN_dz8YBE
Pinocchio http://www.youtube.com/watch?v=tefyCG5Yftk
The Little Mermaid http://www.youtube.com/watch?v=2BZp2dxpwF8
Princess and the frog http://www.youtube.com/watch?v=10Phb-uDdx8
Beauty and the Beast http://www.youtube.com/watch?v=ms05La1pDIU
How does Disney know
that an experience
innovation is in line with
their Brand?
Disney Brandweb
Via Tom Wolbers (Senior Vice President Disney Cruise Lines)
Disney Brandweb


7    Dimensions
21   Questions
Minimum score of 17

Experience; Is our experience innovation unique?
1. Is our innovation an immersive experience which
   relates to all senses?
2. Does our experience innovation bring joy to families?
3. Is our experience innovation a Disney creation?
Key learning element;
A deep emphasis on
STORYTELLING
Promise Delivery
Disney’s business model;
Great leadership -> Cast
excellence -> Guest
satisfaction -> Business
results
Disney’s business model;
People -> People ->
People -> Business results
Three delivery systems



People
Setting
Processes of interaction
People
Growing a service culture




Traditions will
transform daily routines
into daily rituals

Cast the right people
Train them right
Define behaviour in terms of how you want to interact with your guests
Learn from them (You said – We Listened)
Provide them with the right information (Tell-A-Cast)
Reward the right brand behaviour
Help them to start interacting
Realize that every role is a starring role
Put them in your guest’s shoes
Three delivery systems



People
Setting
Processes of interaction
A gateway to…
Another world!
Design high touch areas – Turtle Talk with Crush
Interactive queue at The Haunted Mansion
Character meetings
Design high show areas
Hidden Mickey’s – It’s in the details
Bring characters to life - Animatronics
Design high tech areas - Utilidor
Command and control centre
Embrace virtual reality
And other Mobile opportunities
Such as Gamification with Gowalla
Three delivery systems



People
Setting
Processes of interaction
Disney Magic is found
within interaction
Cast – Guest interaction
Character – Guest interaction
Setting – Guest interaction
Guest - Guest interaction
Family interaction
Community interaction – Fans
Community interaction – Moms
Community interaction – Families
Community interaction – Voluntears
Magical Moments can
happen anytime,
anywhere! (Contextual)
Some of them are cleverly
designed
Magical Moment; Guest of the day programs
Magical Moment; Honorary roles in shows
Magical Moment; Honorary roles in attractions
Magical Moment; Honorary badges, buttons and certificates
Magical Moment; Hands-on activities unique to the location
Magical Moment; Special games and activities for children
Yet most of them happen
because Castmembers
know how to listen and
know how to use their
creativity to exceed your
expectations! (take 5’s)
Rescue of Chilean Miners
A celebration of Life
Magical Moment; Riding Cinderella’s horse
Celebrating a Birthday
Celebrating a First visit
A big fan of Tinkerbell
Instant Guest Assistance
And immediate service recovery
Newly weds
Have a magical day Maggie
What time does the 3:00 o’clock parade start is NOT a question about time
Every character has a story to share
Imagine you were Matt,
Allan or Danielle…
What would you say to
Maggie or the big
Tinkerbell fan?
Promise Delivery
An extended view
Themes and events help
to continuously reinforce
the Disney Brand
The art of moving people
The art of moving people
The art of moving people
The art of moving people
The art of moving people
The art of moving people
Mickey’s not so scary Halloween party
Mickey’s very merry Christmas party
Cheerleading and Dance Worlds Championship
Walt Disney World Marathon
As do new rides, shows,
updates and new technical
innovations
New ride - Ariel’s adventure
New show/ parade - Soundsational
An old ride
A new movie
An updated ride
Extended Experiences - Transformational
Extended Experiences - Memorable
Technical Innovation 1.0 - Fountainshow
Technical Innovation 2.0 - Fountainshow
Technical Innovation 3.0 - Fountainshow
Conclusion;
A branded customer
experience started with
Disney
And ever since all of
Disney’s innovations and
aspects of design are there
to support human
interaction
What’s your focus?
Till next time!
The art of moving people
Raising the bar of Customer Experience
(Inspired by Disney)


Rob van Vlokhoven
Twitter; @robvanvlokhoven

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