“Magic is Made by Optimizing the Mundane:” Disney’s Approach to Customer Experience

Among all the things Disney is known for, their brand loyalty is notorious. In fact, first time Disney theme park visitors have an average return rate of 70%! But what makes a visit to Disneyland or Disney World so special? Perhaps the answer can be found in the company’s approach to customer service continually improving their processes. As Walt Disney himself once said:

Disneyland is something that will never be finished. It’s something that I can keep developing. It will be a live, breathing thing that will need change

Below are several example of how Disney creates the ‘magic’ reputation they strive for:

  1. Turning misfortune into a positive encounter. Although the park tries to convey height limits up front, often a young child will wait with a parent to go on a ride only to find out he or she isn’t tall enough. Disney noticed that this ruined the experience for children, thus they give staff members the ability to hand out a special pass when this happens. This pass allows the child to skip to the front of the line on his or her next ride.
  2. Ending the experience on a strong note.  At the end of a busy day at the park, many guests had trouble getting on the correct trams to take them to their cars. To solve this hiccup, tram drivers now keep a simple list of what rows they work each morning, which is distributed to team members at the end of the day. Guests can thus simply note the time they arrived, and the tram drivers will know which location the guest parked in.
  3. Fulfilling unique needs.  Disabled guests were sometimes frustrated as they had to constantly remind staff they were disabled, and it was challenging to do so discretely. Disney decided to make Special Assistance passes and provided their cast with a wide variety of training to  make sure the staff could fulfill the needs of disabled guests without invasive questions.

Like the Disney company, MRI Software is also committed to continually improving our client experience. In fact, before the end of 2014 we will be unveiling browser freedom, a brand new user-friendly interface, and other exciting product features and enhancements! Stay tuned to see our very own brand of MRI magic make its debut!

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