The document discusses enhancing customer experience in amusement parks through the integration of technology, emphasizing the importance of personalized and unified digital experiences. It outlines consumer expectations, such as convenience and customized content, and suggests methods to improve discovery, planning, and post-visit engagement through advanced technology and data analytics. The focus is on creating seamless experiences via unified systems, interactive catalogues, and gamification to engage users effectively.

1. T E C H N O L O G Y F O R B E T T E R
C U S T O M E R E X P E R I E N C E I N
A M U S E M E N T P A R K S

2. What do
digital
consumers
expect
2

3. 3
• Physical and digital experiences are deeply intertwined, not isolated
• Each consumer is expecting a personalized experience
• A unified experience is key delivered through technology, content and
data insight
INSIGHTS

4. WHAT CONSUMERS EXPECT IN THE DIGITAL AGE
Convenience
 Common portals
 Minimum clicks
Personalization
 Customized deals
 Curated content
Options
 Multiple Channels
 Multiple Devices
4

5. HOW AMUSEMENT PARKS CAN MEET THESE NEEDS
Enterprise Technology
 Unified Systems
 Seamless Experience
 Cutting-edge features
Quality Content
 Engaging and Informative
 Search Optimized
 Good Distribution
Big Data Analytics
 More gathering
 More insights
 Data-Driven decisions
5

6. CONSUMER JOURNEY IN AMUSEMENT PARKS
D is c o ve r y
Finding out about it
P l a nni ng
Making itinerary
E x pe r ie ncing
P os t- Vis it
E nga ge m ent
Exploring and evaluating Booking Tickets
Visiting the park
Having a great time
Sharing online
Engaging with brand
6

7. How can we
improve
consumer
experience
across this
journey?
7

8. DISCOVER
Y
8

9. Assisted
Discovery
TWO MODES OF DISCOVERY
Self-
Exploration
Travel Agency Call Centre
Marketing Channels Website App
9

10. ASSISTED DISCOVERY
How to improve customer experience?
Customer Agents
HOW DO I REACH the
park?
WHERE should I STAY?
WHY is this park BEST
FOR US?
WHAT ATTRACTIONS
are there at this park?
WHO is this park
SUITABLE FOR?
WHEN is the BEST
TIME to visit?
Technology Framework
Extensive Content
Agent Website
CRM
system
Knowledge
Mgmt. System
Call Center
VoIP System
FAQs
Park Information
Catalogue
Brochures
Booking
Calendar
10

11. SELF EXPLORATION
Data-driven
Customer Targeting
Marketing Channels Website/App
How to improve customer experience?
Optimize Website
Usability
Optimize Web
Content
11

12. SELF EXPLORATION - TARGETING
How do you implement it?
Targeting customer
segments
Customize for different ages
Target
Websites
Target
Keywords
Customize for different groups
Location-specific
sites/keywords
Vernacular
Languages too
Promotions Analytics & Testing
Social Media Listening
What is the right strategy? 12

13. SELF EXPLORATION - WEBSITE USABILITY
A More Visual Layout
Large Banners Summary Callouts
13

14. SELF EXPLORATION - WEBSITE USABILITY
Offer Tiles Embedded VideosCategory Tiles
A More Visual Layout
Graphics
14

15. SELF EXPLORATION– OPTIMIZED CONTENT
Categorization
Short & Crisp Description
Large Images
Reading Cues
Tagged Categorized
Concise TextVisual Centric
Call to ActionCues and Alerts
15

16. SELF EXPLORATION– ENGAGING CONTENT
Immersive content types
POV Action Videos
Interactive Maps
User-Generated Content
Testimonials
Online Review Forums
Image Galleries
Discussion Forums
16

17. PLANNING
17

18. PLANNING PROCESS – PARK WEBSITE
How to improve customer experience?
Finalizing plans Choosing a
package
Choosing
Add-ons
Booking
Tickets
Modifying/
Canceling
Itinerary Planner Interactive Park
Catalogue
3rd Party
Integrations
Unified Booking
Window
18

19. PLANNING – INTERACTIVE CATALOGUE
Create User Avatars
(everyone in the family/group)
Enter Basic info of each
Filtered Catalogue, based on
user details and preferences 19
*Source
of Data

20. PLANNING – ITINERARY PLANNER
Booking Calendar Packages/Offers Catalogue
Events/Attractions
Catalogue
“Add to Cart”
option
Eligibility
Check
Multi-Parameter
Rating Create Activity Queue Get Social Feedback
20
*Source
of Data

21. PLANNING – BOOKING
3rd Party Integrations
Cab Services
Payment Gateways
Travel Booking Services
Unified Booking Window
Meals Pickup/Drop
Park Tickets Event TicketsRooms, Banquet Halls
21

22. PARK
EXPERIENCE
22

23. PARK EXPERIENCE – APP
Experiencing the different attractionsExploring the park Sharing experiences online
Interactive Map
(with GPS)
Interactive
Catalogue
Voice
Assistant
Companion
Content
Safety
InstructionsHyperlocal
Alerts
Express Queue
(QR Code) Park e-Wallet
Park Media
Cloud
Social Media
Plugins
Photo spots -
Alerts
23
Image/Video
Filters
*Source
of Data
*Source
of Data

24. POV Cameras take your Pictures/Videos
Step 1 Step 2 Step 3
The media appear in your
App via cloud
Enter Ride, scan to register location
PARK APP – MEDIA CLOUD
24

25. 25
PARK APP – SMART WRISTBANDS
Wristbands embedded
with RFID Chips
Digital Experience possible for
all family/group members
RFID Scanners installed
all over the park
Scan for entry Scan for payment Track Location
*Source
of Data

26. POST-PARK
ENGAGEMENT
26

27. 27
POST PARK ENGAGEMENT
Merchandising GamificationData-driven messaging
Online Store
Gift Cards
Cross-Sell
Different Parks
Remind of Missed
Attractions
Target Micro-
Moments too
Gamifies
ReferralsTarget Major
Life Moments
Create a
web/mobile game
to engage children
Medium for
Promotions
*Source
of Data
Gamifies Loyalty
Points

28. OVERALL TECH
STACK
28

29. AN ENTERTAINMENT PARK STACK
29
AGENT PORTAL
ITINERARY PLANNER
Website/App
CHECKOUT/
PAYMENTS
WISHLIST/ REVIEWS
REFERRALS/
REWARDS
CONTENT MANAGEMENT
ORDER MANAGEMENT
Park ERP
ECOMMERCE PLATFORM
Marketing Layer
CUSTOMER MANAGEMENT
PROMOTIONS MANAGEMENT
APILAYER
External
Platforms
POS SYSTEM
CRM
Analytics & Business Intelligence Layer
CALL CENTER
SOFTWARE
LOGISTICS MANAGEMENT
PAYMENTS RECONCILIATION
RESELLER
CHANNELS
PERSONALIZATION ENGINE
3RD PARTY
SERVICES
BUSINESS INTELLIGENCEDATA REPOSITORY BI ENGINEANALYTICS ENGINES
INTERACTIVE
CATALOGUE
MEDIA CLOUD
SOCIAL MEDIA
IOT ANALYTICS

30. 30
• Physical and digital experiences are deeply intertwined, not isolated
• Each consumer is expecting a personalized experience
• A unified experience is key delivered through technology, content and
data insight is the way forward
TO SUMMARIZE

31. THANK YOU
31