Since 1923, The Walt Disney Company has been delighting its customers
with an enchanting and diverse approach to entertainment. As the envy of
marketers across the world, the Disney brand has become a global household name
with a mass of dedicated followers of all ages.
So how exactly does Disney do it? Simple: It focused on the
customer.
For years, Disney has worked to really understand its
customers and to develop a culture that is centered on the creation of great customer
experiences. In today’s competitive marketplace, great experiences drive brand
advocacy and revenue improvements.
The Disney customer experience can be replicated, enabling
retailers to leverage experiences as catalysts for improved advocacy. The key
to replicating Disney’s customer experience is to place the customer at the
center of brand culture. By reorienting the brand around customers’ needs and
emotions, catering to these preferences, and igniting positive emotional
bonding, retailers can achieve outcomes like Disney’s.
By following Disney’s lead, paying attention to the details
that matter, retailers can develop customer experiences that wow consumers and
differentiate their brands. According to
Retail
Customer Experience, here are some ways to make your customer experience as
unforgettable as Disney’s:
Show Clarity. Retailers
often try to create a first-rate customer experience according to their
pre-conceived notions instead of gathering customer feedback. But, the creation
of the customer experience must begin by asking the right questions and
identifying elements that hit home with consumers. These insights will allow
you to use customer intelligence to design a customer experience strategy that
reinforces your brand’s appealing qualities.
Amplify Strengths. After
you have determined how the customer experience should feel to customers, then
you must amplify the volume of your brand’s most desirable characteristics. By magnifying
the traits that make your customers feel good about buying your products, you
can better align the customer experience with customers’ needs.
Image via dailypix.me
Engage Employees. Employees
play a key role in the execution of customer experiences. Like Disney, it’s
important to empower your workforce to forge connections with customers around
targeted dimensions of the customer experience, equipping them with insights
about what draws consumers to your brand.
Outperform Expectations. Great
brands go above and beyond for their customers. In many cases, value-added products enhance
the customer experience and play a role in differentiating the brand experience
from the competition.
Create Connections. Disney
knows how to build long-term, personal relationships with its customers. By
understanding customers on a personal level, the brand has converted scores of
satisfied customers into brand advocates.
Overall, Disney’s success comes from its ability to create
customer experiences that reflect the needs of audiences. By developing a
deeper understanding of your customers through feedback mechanisms, you can
dramatically improve the impact of your customer experience strategy.
About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business
Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.
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