Leslie Ferraro from Disney states that they “consider every element of a guest’s visit to be part of an unforgettable show”. Disney’s brand message to “tell stories” resounds throughout all aspects of their brand and into their customer experience. Their guests are stars, their staff is cast members, and their uniforms are costumes. “In marketing, our process for innovation begins by understanding our guests and consumers.”
What makes Disneyland so successful is their yearning to understand what drives their customers to spend time there. To seek the reasons why your company is needed and what role it plays in your customers’ lives will help you to truly understand them. To then build on these insights will create a great customer experience and help your company to raise its bar on customer experience.