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Nobody owns the customer, but someone can always own the moment.

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This awesome quote comes from Scott Hudgins, VP of Global Customer Managed Relationships at the Walt Disney Company. They recently announced their “MagicBand” wristband to understand/track visitors’ behaviors at the park. I think this is a great example of how user behaviors are being integrated into an entire user experience! It reminds me of when I visited Epcot as a kid and at the beginning of the E.T. ride, they’d scan your wristband so at the end of the ride, E.T. could say goodbye to you personally.

Bruce Lemkin shares some examples of what Disney does throughout the lifecycle of the visitor include:

  • When someone is thinking about a trip, Disney will send a DVD. This allows people to make their own customized maps of the parks — which, in return, provides Disney with data on their preferences.
  • Disney sends these “shoppers” a personalized email (with more than 1 billion permutations) right away. They’ve found that success of those emails drops 20% per day.
  • After the shopper books a trip, they send a welcome mailer to reinforce the decision and reduce buyer’s remorse. This has reduced about one-quarter of the cancellations.

It’s not easy but it certainly is a great approach towards making each moment, each interaction with the customer worthwhile to them. How do you that? Empower your employees with the knowledge and ability to delight the customer. That being said, check out the below infographic for the profile of a “customer-obsessed enterprise”:

(source: bluewolf)

Jill Rubin

Jill is a senior marketing and business development executive with experience leading successful teams in both large companies and startups. She has taken companies from early stage to strong revenue growth and propelled established businesses to industry leadership positions.

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