Case Study Disney
Case Study 1
The Disney Company enjoys it’s notoriety due to the commitment it has for its customers. They have a long standing goal with providing its customers with unparalleled quality and satisfaction. How are they so successful while other companies fail? They use a variety of methods, which change as needed. The one’s I will expand on are, employee empowerment, customer surveys, maintaining family image, illusion/ storytelling, and its partnerships.
Let’s begin with employees of Disney. Employees are empowered and expected to help create the illusion and tell the story of Disney characters. The parks employees dress up as Disney characters and wonder around the park. They interact with guests, signing autograph books, and posing for pictures. They can even be seen playing with the smaller guests at dinner or playing in the splash zones. This involvement helps make the experience more memorable to those who Bruce Jones calls our “secondary guests” (CITATION).
Bruce Jones is the programming director for the Disney Institute. He believes “the secondary customer experience is critical to differentiate your business from others that may offer the same or similar product or service” (CITATION). By keeping the secondary customer, aka the children in this case happy, you encourage repeat business and potentially brand loyalty.
Disney strives to remain true to its image as a family-friendly brand that emphasizes quality. This is evident in the companies that they partner with, as well as the products they produce. Mattel and Legos are just two of the companies that not only have a partnership with Disney, but also share in its commitment to quality and family.
Disney understands the customer experience is what they are selling. They pay attention to the customer’s comments and customer surveys, often resulting in changes. “For example,