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May 2, 2013

How Disney wins customers through details

by peterzihuazhang

I’ve been to the Disneyland in Hong Kong and Tokyo as well as the Disney World in Orlando. Having visited several of this world famous amusement park and reading this business week article about Disney, I have several thoughts about how to win customers through details.

Firstly, no one likes to wait in line. Most of the hot spots in every Disneyland have fast pass machines where you can take the ticket for free, come back at a certain period of day, and wait for less than half an hour. There are also many apps that partner with Disney which show the current number people in line and waiting times in each spot. Thus, people have more information on each of the spot and can strategically arrange their schedules.

Secondly, Disney staff have numerours ways to prevent to from getting bored when you are waiting in line. At Disney, employees are trained to strike up conversations with guests and to offer useful information about new attractions, fun facts, and upcoming show times.What’s more the environment around you when you’re waiting in line is set up to be inside the story. Thus, you have the feeling that you are getting ready for the adventure.

Thirdly, Disney is always show ready. Your “stage” communicates a lot about who you are. Disney will not tolerate trash and trains all employees to pick it up so that the resorts remain “clean, friendly, and fun.” If a leader were to walk by trash without picking it up, it would send the wrong message to staff. The founder Walt Disney used to walk around the different resorts picking up trash for customers.

For more detailed information, you can check out this article:

http://www.businessweek.com/smallbiz/content/nov2009/sb20091130_866423.htm

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