EXPERIENCE
THE DISNEY
When someone talks about the biggest amusement park in the world, we automatically think about Cinderella's Castle and Mickey Mouse ears, right? But why? How did Disney build such a strong brand memory? Is it because of the park's toys, attractions, or size? No, it's all about the experience.
Have you ever thought: "Well, how can I build this experience?" Disney's book "Be Our Guest: Perfecting the Art of Customer Service" emphasizes the importance of GUESTOLOGY, where you discover visitors' needs, wishes, stereotypes, and emotions.
But before knowing about your guests, it's important to know about YOUR COMPANY. Why does your company exist? Disney has a well-defined purpose, which is TO CREATE HAPPINESS. This purpose is shared by everyone, from the managers to the cleaners. Everybody works together to deliver the happiness that visitors dream of, and they make sure that this happiness is delivered with excellence to all Disney visitors every day.
For an unforgettable experience, you need to surprise your clients and exceed their expectations. Why? Because this way, your brand will capture both the mind and heart of your clients. Who doesn't like a great surprise? It's very important that you work with REAL data instead of guesses, so that you can be more precise. You can get to know your audience through research, listening posts, customer feedback, social media data, and online data (such as Google trends and search tools). The key is to OBSERVE your clients.
The demographic data that you need to know includes gender, age, income, country, and so on. It's really important to define what you want to learn about your clients and what you can do with this data. In addition to the data, you need to understand your clients more deeply – their pain points, desires, and needs.
To understand your clients at a deeper level, you must ask yourself, "Why would people buy my product?" For instance, why do people choose to spend their vacations at Disney? Because they want to have fun and not just an ordinary vacation. They seek new experiences, an enchanted world, and the opportunity to share amazing moments with family and friends. By understanding this, Disney delivers a magical experience and much more, evoking emotional responses from visitors just thinking about returning to live this unforgettable experience again.
Pay attention to the needs your clients are looking to meet when they buy your product or service. Find out which experiences they desire to have when using your product or service, which wishes and stereotypes they have when imagining this experience, what they expect from the place, attendants, music, food, and every little detail that can make a difference when creating an unforgettable experience. It's important to rely on real data, not guesses, to understand your audience and observe your clients through research, listening posts, feedback, social media data, and online data (such as Google trends and search tools). By doing this, you can gain more insight and make more informed decisions.
Thinking about making memorable experiences for your clients, is a big step to delight them and turning them into fans. Remind that the customer is the main focus, and their feelings and emotions are the front door to build a relationship and brand memory.
To create a complete unforgettable experience, from ticket sales to returning to the hotel after a magical day at the Disney park, you need to track the entire customer journey, from the moment they leave home to their behavior at the park. You need to consider how they get to your establishment, whether by bus, car, or plane, and what you can do to deliver an experience even before they arrive. This can include plates on the streets, airports, and highways, exclusive buses, and merchandising actions that excite customers even before they arrive at the main destination.
It's also important to pay attention to details, such as how much time it takes for customers to arrive and what you can do to ensure a safe and enjoyable trip. Consider what kind of sensation you can give to your customers when they buy tickets. For example, Disney creates collectible tickets with Disney's favorite characters on them, making them emotionally valuable. Remember, the details make each experience unique and amazing.