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So, Dorothy Had Her Magic Ruby Slippers - By John Hendrie

2013-01-14

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LRA Worldwide Brought to you by the company which deals in memoiries, Disney, catch the latest marketing wonder – the experience bracelet, your entry to their world with a mere flash of the wrist.

Disney is absolutely great with their thinking – an all-purpose bracelet which allows the wearer to enter their grounds – Disney World, their hotels and rides, entertainment and refreshment. It sure beats plastic or punch cards. Plus, we are already used to wrist accessories – Lance Armstrong’s Cancer support, friendship bracelets from our children at camp, even hospital stays. Don’t forget our watches, too. Nothing unusual here, other than perhaps some latitude. But, as Thomas Staggs, Chairman of Disney Parks and Resorts, said in a recent New York Times article, “The Digital Kingdom” (dated January 7, 2013), “If we can enhance the experience, more people will spend more of their leisure time with us”. More time, greater spend!

The full program is packaged as My Magic + and includes a new web site, a mobile phone app and the all-encompassing magic bracelet. To give some depth here, Disney World has 47 million visitors a year, and this program was three years in development at a cost of $1 Billion. Disney does not go idly into that good visitor’s night. As Mr. Staggs was quoted in the Orlando Sentinel (dated January 7, 2013), “Over the past few years, we've devoted considerable time and resources to create a more immersive, more seamless and more personal experience for each and every guest who spends time with us. This collection of tools is another step forward in the ongoing evolution of our guest experience, giving us even more ways to help friends and family create the unforgettable Disney memories that they want most." Again, more time, greater spend!

So, we now have greater visitor ease, based upon improved consumer information and technological advance, theoretically. The more I provide Disney with my behavior - likes and expectations, the more they can design an Experience to meet my needs. Sounds almost Orwellian, but all of us in the experience business, which is Hospitality, are licking our chops, as we watch this transformational development unfold. Let your mind drift off to Fantasy World in terms of application to your business.

This is a new frontier in terms of interactive experience. It is awesome, personal yet unsettling, as well. Disney has led the way for so many years in terms of technology, customer service, and creativity. Hold on to your Mouse ears as we course along the Magic Mountain!

LRA Worldwide is a leading research and consulting company in the emerging discipline of Customer Experience Management (CEM). We work with our clients to help them design and deliver consistently exceptional customer experiences in order to drive customer satisfaction, loyalty and advocacy, and company growth and profitability. We have built a range of quality assurance, mystery shopping, research, training and consulting solutions to help them do so.

Today, we are a growing company operating in more than 120 countries throughout the world, servicing our clients from offices and resources in the Americas, EMEA and Asia Pacific regions and helping clients such as Starwood Hotels & Resorts Worldwide, the National Football League, Avis Budget Group, Madison Square Garden, the Cosmopolitan of Las Vegas and Mandarin Oriental Hotel Group deliver exceptional customer experiences. Every touch. Every time. For more information, visit us at www.LRAworldwide.com.

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