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Disney Finds Magic in Customers' Words
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Sentiment vs. Behavioral
  • 10/24/2013 12:26:30 PM
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I think the mymagic wristbands can provide interesting feedback about actual behavior in the park but it lacks the sentiments around that behavior. Did you like that ride? How was the wait? What did you think of the lunch? Disney is in a unique position because it owns the market to icons for children, so even if the parental sentiment is negative, parents tend to do anything for their kids--- including enduring negative experiences. I would have lots of suggestions for them on how to improve the customer experience and increase their revenue based on my last few visits to the park.

Re: Listening in real life
  • 10/23/2013 1:22:54 PM
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I recall reading -- maybe even writing about (but I can't find evidence of that) -- the MyMagic wristbands it uses as a convenience perk for visitors but also to gather loads of data about them as they move through the parks. I would imagine following visitors around the park via wristband is much more accurate than the data an army of survey-takers could collect!

Re: Listening in real life
  • 10/23/2013 7:05:51 AM
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From talking to people who work for the Mouse it does sound like they take feedback from inside the parks but I wonder about their decision process.  How do they determine what is a valid concern and what is just people complaining.  My kids and I frequent another park in the area and they have people with clipboards in a handful of places that do on site interviews about the park.  It's hard to tell from the questions though if it's a customer satisfaction survey or if they are looking to streamline some parts of the park.

Re: In his own words
  • 10/23/2013 12:29:50 AM
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There was a great quote I wanted to pull out and comment about, but the video's been taken down. I don't remember what it was about, but I knew the timestamp it was in the video...

Really interesting
  • 10/22/2013 4:33:23 PM
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I find this is a really interesting way to approach the problem. I am willing to bet that as they go on they will gain all kinds of insights that may not have been expected from the start. I would love an update on this in another 6 months.

Re: Listening in real life
  • 10/22/2013 1:34:50 PM
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@kq4ym yes, I'm sure it will take a lot of work to finetune the algorithms and filters necessary to extract meaning from all that data.

Re: In his own words
  • 10/22/2013 9:11:27 AM
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CandidoNick -- thanks! Did you listen in at all? If so, what struck a chord for you?

Re: Listening in real life
  • 10/22/2013 8:34:23 AM
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It's early in the game they say, and I think that can't be overstated. With lots of real life listening to pour over, Disney and other large corporations can easily get overwhelmed or at the least spin the wheels trying to discover the Holy Grail of customer relations.

Listening in real life
  • 10/22/2013 7:53:36 AM
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I'm not saying that logging chat sessions is a bad thing but I think they also have a lot of opportunities to listen in real life.  Being local to Disney World and having been there more often than I really wanted to there are patterns that develop which are very easy to see.  I've read and heard about some of the things that Disney does to ease the pain of a long day with kids but in some cases it seems like they are only half listening.   Maybe it's a matter of diminishing returns but maybe the combination of the online chats and the IRL chats will help them polish up those processes.

Re: In his own words
  • 10/21/2013 9:47:54 PM
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Beth, your embedded video wasn't showing up on my browser, so I've reposted it here (Day 1 at least)

"When we think of Disney, I don't know if everyone thinks of Analytics, but you should."

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