1、An Investigative Report Analysis on the Customer Care Strategy in DisneyTable of ContentsIntroduction 3Section1 3Section2 6Section3 8Section4 9Conclusion 10References 11Appendix 12IntroductionWalt Disney Parks and Resorts run the world wide Disney Theme Park and Resort, design and construct the Disn
2、ey resort project. It belongs to The Walt Disney Company. Walt Disney Parks and Resort attracts millions of people around the world.It includes Disneyland Resort in California, Walt Disney World Resort, Tokyo Disney Resort, Disneyland Pair Resort, Hong Kong Disneyland Resort and Disney Cruise Line.
3、Disney creates special memories and amazing attractions at the Parks for people all over the world.Section1The customer care strategy of Disney is provide the best entertainment and happiness for all. Because of the Disneys core value is create joy. It showed its mission clearly. It is provide happi
4、ness for different ages and different geographic location through best entertainment. From their promise, the customers various needs and expectancy can be meeting and exceeding.In 1955, Disney put forward its we are providing happiness strategy from the beginning of Disney Theme Park founded. Happi
5、ness is a humanistic slogan which was the customers need. The strategy was proved successfully and made an innovation in 1971. It is drew bestentertainment into the old strategy. The introduction of thebest is recognized in the turbulent times there is also a market competitive. In 1990s, Disney has
6、 recognized that below the world market, the varianceneeds of potential are more and more important. So they improve the strategy and provide their customer service for different ages and geographic locations. After 2001, Disney observed the customers various need and changes their service theme. At
7、 last, they proposed provide the best entertainment and happiness for all strategy.The main competitors of Disney in China are Happy Valley and Merry Land. They just satisfied Major Chineses expectancy and dont provide variance service. The quality of service is also being complained. Disney serves
8、and satisfied all customers expectancy instead of major. It helps Disney created magical successful in the world.After Disney review its customer care strategy and compare with its competitors. Disney should ensure the implementation of Disneys strategy. It concerns nine factors. They are humanity,
9、efficiency, empathy, service variance, preference, innovation, expectancy achieved, accuracy and trustworthy. Humanity means Disney pay great attention on customer care. Disney adds values and provides all ages entertainment experience and satisfied their joy. Innovation is emphasized from the begin
10、ning of the Disney Company. The company has grown to cartoon and films. It gradually expands its business, extend product lines and embark on the diversified development road.Undertake the different entertainment mode such as online games, theme park, stage musical, toys and audiovisual products. Th
11、is is a product innovation strategy to expand the scope of the Disneys revenue, and occupy big marketing share. Disney should also ensure establish positive relationships with customers through Customer Relationship Management which was made up into Customer Relationship Planning and Customer Intera
12、ction System. The Customer Relationship Planning includescustomer analysis, campaign management and relationship optimization. The Disneys customer relationship management has two components. They are Pal Mickey and customer information database. After Disney classify and analysis the customer expec
13、tancy by customer information database. Disney used Pal Mickey in the campaign management to provide special service and experience. As a result, it satisfied variety customers expectancy and improve the perception. The two waysare beneficialfor Disney to enlarge its markets size. The relationship o
14、ptimization makes the customer care strategy more transparency. Disney provides its strategy thenthe customers evaluate and understand it. It reflects harmony optimization and fairness. After Disney empathy to the customers, there will happen a trustworthyrelationship. Disney would like to use custo
15、mer to use the Customer Interaction System which is including four channels. They are field sales, telephone sales, call center and wed. Call center and web are more helpful and suitable for the globalization. The institutions can see the information directly by them. Field sales and telephone sales
16、 are effective. The Customer Relationship System shows Disneys customer focused tactics and establishes positive relationship with all customers. It also improves the efficiency of communication and feedback system.In order to maintain the potential market value, Disney uses customer focused flat sy
17、stem. It helps Disney to develop the customer care strategy. The staff was training in a democratic management style. Staff has face to face communication to customers and provides service for them. The managers are sitting below staff and sustain them. It is specialized management system and has ma
18、ximum empowerment for staff. Staff is having ownership in Disney. After this, it helps Disney to fill the service gap and get first-hand information. After encourage the staffs creativity and technical ability, the services and products of Disney will be innovated. It will result a high quality and
19、team cohesiveness and reduce the waste of human resource. The managers also use salary plus encourage motivating the staff.Provide the best entertainment and happiness for all strategy directs Disney uses emotional delivery from customers point to retain customers and bring repeat business. It also
20、has a unique customer care culture to make the strategy more customers focused.Section 2After Disneys strategy is made, there must establish a customer care standard. The industry standard will monitor whether or not Disney are meeting the standards. Itformulates and implement of various strategies
21、and provide important support. The main function of Hong Kong Tourism Board also makes a reference of customerscharacteristic, preferences, variety and consumption data. Based on the industry standard, Disney develops its own institution standard, SCSE service idea. SCSE concerns four aspects. They
22、are safety, courtesy, show and efficiency. Safety means tourists can use the recreational facilities, purchase goodsand eat rest assured. This is the first service factors should be considered by institution. Courtesy is a strict attitude. There will have to rule to be observed on service and not be
23、 careless. Show means the Disney show is not only the staffs performance but also tourists enjoy join and interact. Tourists realized that Disney brings happiness. Efficiency refers to Disneys staff must help tourists solve problems on time. Staff should know every details of customers need in order
24、 to meeting and exceeding their needs.In China, because of the customer variance, Disney makes adjustment to make its current standard more suitable. Because of the Multi-division structure, Disney pays attention the unification of standardization and localization during the process of the internati
25、onal expansion. The culture issue leads Disney analysis the market, consumer consumption level and purchasing power, and then adopts a different pricing strategy. In Disney Pairs Resort, the designer not only retained the characteristics but also made an innovation and joined the local elements; suc
26、h as the Disney animation city was add up the special castle style. It was unusual and met localization. In China, the managers of Disney adjust prices to adapt to the market of China. Tourisms can afford the reasonable price. After all the adjustment, the influence and perception of Disney will imp
27、rove and the whole revenue will increase.Section 3When the adjustment made successfully, Disney should gather and analyses information from customers with respect to customer impressions of its customer care.The information can be gathered from both customer perspective and institution perspective.
28、The methods are similarity. The institution decides the content of information and customers testify and evaluate the investigation through feedback. The result of collect information from institution is predicative and from customer is applicable so that the institution can get the most valuable in
29、formation.There is a excellent complaint culture in Disney, it Provide a department to deal with complaints and helped Disney reduced the complaint rates which is 17% in 2001.The channels to gather information in Disney is Customer Information Database, which classified into customer statistics info
30、rmation and psychology statistics information. They help Disney tofinepotential customers, the business level will increase. After Disney made customers classification of purchasing power, customer demands analysis. It provides a customization service. Customization concerns several factors such as
31、humanity, empathy, care, fairness, attention and so on. Humanity is emphasized by customer-focused tactics service and care reflects Disney establish positive relationship with all customers. During 1970s, Disneys management isconservatism. It affected the marketing share and revenue. After the new
32、manager Michael Eisner was appointed as a new CEO. He made an innovation and let Disneybecome a strong trademark. The whole income increased from 16.5 million to 254 million.After gather information, Disney found put that the implementation of tem may have some deficiencies. Disney diagnosed the def
33、iciency and then classifies it into internal problem and externalproblem. The internal deficiency must about the management system loops and the external must about customer variance. After Disney has done well in implementation of customer care strategy, Disney found a large market in China especia
34、lly in Shanghai accurately. Disney will have the marketing share about 76% in the world.Section 4After the Strategy has been reviewed and evaluated the improvements are subsequently made and implement. Disney should analysis the deficiency of customer service and solves some problems of management s
35、ystem. Disney collects the complaint by questionnaires, interview in the park, becoming customers, long queues and so on.The most high frequency complaint happen in Disney is long queue. It leads customers experience badly. Disney provided optimal operation of programmed namedsurprising morning and
36、easy travel night. The two programmed reduce the quantity of the tourism through cheap ticket in the morning and night. Disney also offersaguidebook to the tourism to improve the efficiency of sightseeing. The communication between tourism and staff is an important way. Tourism find helps from staff
37、 directly. The managers should empower to them in order to make the relationship between tourism, staff and manager more flexibility. The managers should pay more attention to Human Resource Management; Staff qualification is directly influences the service. In 2001, Disney dismissed four thousand s
38、taff and about 350 million dollars were saved.Customer service is in fact a part of customer care. And the customer care benchmark is deal with all customers. Disney should transfer the customer service to customer care. At the same time, Disney trained staff strictly by TQM in order to promote the
39、staffs skills and abilities. They will have clear responsibilities.ConclusionDisney has done well in China as well as in the whole world. It is a leader of entertainment. Although there are some problems in the external and internal, Disney has the clear management structure to solve them effectivel
40、y andaccuracy. At the same time, the empowerment staff established positive relationship with all customers. Throughthem, Disney will increase the revenue, profit and prestige and customers can enjoy themselves in the park. There will have a win-win situation.Referenceshttp:/ overview of Walt Disney
41、Since its founding in 1923, The Walt Disney Company and its affiliated companies have remained faithful to their commitment to produce unparalleled entertainment experiences based on the rich legacy of quality creative content and exceptional storytelling. Today, Disney1 is divided into four major b
42、usiness segments: Studio Entertainment, Parks and Resorts, Consumer Products, and Media Networks. Each segment consists of integrated, well-connected businesses that operate in concert to maximize exposure and growth worldwide.The Walt Disney StudiosThe Walt Disney Studios is the foundation on which
43、 Disney was built, and at its heart are world-renowned animated features and live-action motion pictures. With the creation of Mickey Mouse and Snow White and the Seven Dwarfs, the worlds first full-length animated feature, the Disney name quickly became synonymous with quality entertainment for the
44、 whole family.The Walt Disney Studios distributes motion pictures under Walt Disney Pictures - which includes Walt Disney Animation Studios, Pixar Animation Studios and DisneyToon Studios - Touchstone Pictures, Hollywood Pictures and Miramax Films. Walt Disney Studios Motion Pictures International s
45、erves as the studios international distribution arm. Walt Disney Studios Home Entertainment distributes Disney and other film titles to the rental and sell-through home entertainment markets worldwide. Disney Theatrical Productions,one of the largest producers of Broadway musicals, also includes Dis
46、ney Live Family Entertainment and Disney on Ice. Disney Music Group distributes original music and motion picture soundtracks under Walt Disney Records, Hollywood Records, and Lyric Street Records. Advancing its strategy of developing outstanding creative content, Disney acquired renowned computer a
47、nimation leader Pixar in an all-stock transaction completed in May 2006. In February 2007, The Walt Disney Studios joined forces with Academy Award-winning director Robert Zemeckis and his ImageMovers partners/producers Jack Rapke and Steve Starkey to form ImageMovers Digital, a new state of the art studio devoted exclusively to the production of performance capture projects.Parks and ResortsDisneys Parks and Resorts is not just home to Disneys beloved characters but the place “Where Dreams Come True.“ The segment traces its roots to 1952, when Walt Disney formed what is today known as Walt
