Chris in Disneyland

How does an organization like Disney create such a remarkable reputation? What can we learn from it?

On a recent family visit to Disneyland, I aimed to gather clues to their success. As with each visit (this being the fourth in as many years) I was again impressed by the organization’s quality of execution.

What can Disneyland teach us about experience optimization?

“Walt Disney made it clear we could never rest on our laurels, so continuous improvement has been an integral part of our culture”
- Julie Hodges, Vice President, Organization and Professional Development, Walt Disney Parks and Resorts. (source)

Here are a few observations that were good reminders for me.

Systematize for contingencies
It rained for the first hour of our three-day visit to the Park. While we grabbed breakfast at a Disney bakery, I watched as the rain-contingency plans were executed.

During a rain spell, souvenir shops are instantly transformed into rain-preparation shops with ponchos, umbrella hats and stroller covers appearing at the front of the stores.

As soon as the clouds passed, a “Cast Member” with a squeegee the size of an industrial broom pushed the water off the deck in an efficient pattern beginning with the highest traffic areas.

It wasn’t until then that I noticed that the pavement texture throughout the Park was selected to provide texture for wet grip and yet be smooth enough for an effortless squeegee.

The secret here is that no discussion is needed when rain happens. Everyone knows the plan and it is executed quickly.

• Does everyone on your team know exactly what to do when the inevitable challenges happen?
• Do you have written and rehearsed contingency plans?

Communicate with personality (always be in character)

Communicate with
personality

Disney uses each interaction to reinforce the brand. For example, imagine the traumatic experience of parents being separated from their child in the Park. The “lost parents” area at Disneyland reminds us that: a. the kids are in charge, b. everyone is safe, c. even a terrifying event can be turned into fun.

• What is your communication personality? Fun, precise, innovative, empathetic, trustworthy, formal, knowledgeable, refined, aggressive, personable? Pick 2-3 and set the tone for the organization.

Manage expectations

Manage expectations

In the high season, wait times for popular rides are notoriously long. Disneyland manages expectations by posting wait times at the front of the line that are a little more than the actual wait times.

• Are you setting expectations that you can’t meet or not setting expectations at all?
• If you promise a 24 hour response time, why not have a real response time of 2 hours?
• If you have shipping costs, why not tell your visitors before they get to the shopping cart?

Turn downsides around
You would be surprised if you calculated the ratio of ride to waiting ratio at Disneyland. One of their greatest innovations has been making lineups nearly enjoyable with themed audio & video surroundings. The themed waiting experience adds to a sense to anticipation rather than boredom.

• Do you know what the biggest pain points are for your customers’ experience with you? How can you turn them into a benefit?
• Can longer delivery times equal better quality, like a fine restaurant?

Segment your audience
For the “professional riders” that aren’t interested in the lineup experience, they’ve added the “Fast Pass” system. You have the option of taking a Fast Pass from each ride, which gives you a time of the day to return and move to the front of the line. If you’re an adrenaline enthusiast, you can play the system and minimize your wait times.

The more relaxed visitors can still enjoy the themed lineups at their leisure.

• Can you segment your experience to appeal to major visitor segments or personas?

Provide a consistent experience every time

Consistent experience

Disneyland doesn’t have “bad days”. They make every day feel special with parades, special characters and full ride service. Have you noticed the street litter at Disneyland? There is none!

If you have a services business, you know that consistency of service is one of the biggest challenges. Nobody is “on” every day, right?

Disneyland has found the most reliable way to increase consistency: acting. Their staff are called “Cast Members” and they are trained to perform every moment that they are in the park. This isn’t just a job; it’s a performance. When you perform, you can ignore how you’re feeling and put on a different persona.

Frame your value proposition
Disneyland doesn’t just provide rides and attractions; they provide an interactive theatre experience. It is an escape into an fairy-tale world. Their ride planners are called “Imagineers” and their staff are “Cast Members”.

With this perspective they consequently need to pay attention to the details. To provide an escapist experience, there can be no holes in the canvas, and that is what makes Disneyland so spectacular.

• What need are you actually filling for your customers?
• Do you provide rides, or an escape from reality?
• 2″ drill bits or 2″ holes?
• Retail clothing or “looking great”?
• Business software or “looking indispensable”?

Be extraordinary
When Disneyland creates a fireworks show, it’s like nothing you’ve seen before. They don’t just light some off-the-shelf fireworks timed to some music. They invent new ways of using fireworks to tell their story. They mix, lasers, surround fireworks to colour the sky, actors suspended from high wires, projections onto buildings, flame torches and custom- designed fireworks. There’s a standard of excellence that they won’t compromise.

Commit to Continuous Improvement

Continuous Improvement

Imagine if you had created a “Magic Kingdom” that was the pioneer and envy of all worldwide theme parks. Would you feel motivated to tear up a ride and build a new one?

Much like the WiderFunnel Kaizen Method for Website Optimization, Disneyland is continuously improving and updating the experience. They survey visitors year-round to learn which rides are attracting visitors to the Park, and they continuously “Imagineer” new ones. There’s even a building that shows their development plans and sketches for the next three years.

• Are you too comfortable with your current level of success?
• How can you foster new ideas that could shake up the status quo for your website experience?

Have fun!
You can’t leave Disneyland without being inspired to have fun.

Life is too inexplicable, random and short to take too seriously. A scientific approach to continuous improvement should not remove the wonder and excitement of life’s discoveries. Disneyland shows that discipline and fun can live under the same roof.