When it comes to knowing how to best serve your customers, the Walt Disney Company is on the top of the list. Through all of its mediums of family entertainment including its theme parks, consumer products, and interactive online sites. The Walt Disney Company continues to outshine its’ competitors when it comes to customer service and staying up to date, producing the highest quality consumer experiences.
In 2012, Walt Disney World released their “My Disney Experience” website and mobile app. This innovative and efficient new addition to the Walt Disney Company has since received countless praises. The website and app enable families planning and enjoying their vacations to view current attractions, character greeting times and locations, restaurant menus and reservations, ride wait times, and more. The GPS enabled app also allows users to navigate Walt Disney World efficiently and select or modify their “fast pass” experience.
Along with the website and phone app, the Walt Disney Company has released Magic Bands for each customer visiting the Walt Disney World Parks. These GPS enabled, waterproof, colorful, all-inclusive wristbands serve as your hotel room key, admission to Disney theme parks and water parks, fast pass entrance, Disney photo pass, and credit card connection at dining and merchandise locations.
These new releases relating to a Walt Disney World vacation experience, are all ways in which the company is connecting more with customers and serving their needs directly. Disney saw families frustrated with keeping track of all kinds of tickets and passes, long wait lines, and planning their trips. They innovatively came up with solutions, in keeping with their core competency, that serve their customers even more completely.
These digital additions to the 91 year old company are vitally important to its’ continued success in an increasingly digital world. The Walt Disney Company is staying on top of its marketing engagements by finding avenues, such as “My Disney Experience” to interact with consumers and let them be in charge of their own experiences. This form of mass customization is similarly imperative to its continued marketing strategy.
In what ways do you think that The Walt Disney Company might increase its digital focus even more entirely to engage in its’ youngest generation of consumers?