A few years ago Disney embarked on a massive customer experience journey that included the introduction of a ‘Magic Band’. Disney at that time followed (and likely still does) an idea that can be paraphrased as looking at everything through the eyes of the customer and pay attention to all details. During his 2016 CRM Evolution opening keynote Dennis Snow explained this concept and implementation in depth (see also my earlier CRM Evolution post).
Dennis talked about the Disney manner of making fantastic customer critiques, which essentially follows 3 easy guidelines
1. Design your processes with the customer in mind, not with internal/operational priorities; look through the lens of the customer
2. Pay attention to details
3. Create little “Wow Moments”. These add up to a lasting great experience and are easier to achieve than single “big” experiences.
To me the most vital message that Dennis conveyed is that the smooth things and consistency are what matters. Consistently provide little reports at some stage in the purchaser existence cycle. He underpinned this with a few examples from the ?Ordeal? Of getting out of the park and decrease again into the hotel. Everybody is exhausted, kids can be edgy, using the bus is normally now not fun. What about the bus reason pressure making a song some songs or doing some trivia? The rooms displaying some little surprise, like mainly folded towels?
Another of his middle messages modified into that a company gets loyalty and advocacy handiest with the aid of developing the ones ?Wow? Moments stated above. For this to be effective, but, it want to not fail at base priorities. Customer expectancies can get mapped to a pyramid. Every client expects accuracy and availability. These are genuinely the baseline, but. If a corporation fails at those then there will no longer be an superb consumer experience. There is likewise no hazard to create wow moments in the ones layers ? Only negative ones. Opportunities for wow moments lie at the top of the pyramid, wherein a business organisation can come to be a partner or ultimately grow to be a trusted marketing consultant.
A short time inside the beyond, on CES 2017, Carnival Cruises introduced that they, supported through Accenture, have created some thing similar to the Magic Band: The Ocean Medallion, as a way to be given to clients who e-book a cruise in Carnival?S ?Ocean Medallion Class?. The tool will connect to and be tracked thru about 4,000 sensors, along with interactive displays and plenty of others., on board and is meant to appreciably enhance the consumer revel in in advance than, during, and after the cruise. Customers can offer their profiles through a web portal pre-cruise and on board use the device to open their cabins, pay for liquids/meals or products ? Or track their own family members on board ?
It shall moreover help streamlining the boarding manner when in harbor.
On the backend the technology is driven by machine learning and an advanced analytics system that learns about preferences and over time, in order to better direct messages to the customers, based upon their preferences. Communication between the medallion and the sensor network happens in real time and it looks like, judging by the Carnival promotion video that Chris Petersen linked to his article, many processes will take advantage of this.
I can only surmise that Carnival wants to create the little wow moments that are at the heart of Disney, with a little help of technology, although there is no mention of service staff involved as the technology is a support to the ship’s crew. And as Michael Lowenstein in his column as well as other people often repeat, the employee is an integral part of delivering customer experience.
Watching said promotional video and looking at the FAQ I personally find only gimmicks that are creating a difference. Screens now show photos relating to me when I pass a screen, I can get photos pushed to my mobile phone – oops, do I really have my cell phone with me all the time on the ship? – I can order a drink to be delivered in some time to my seat in the show, etc. Ah, yes, I can track the whereabouts of my kids on the ship. Do I really want that? Admittedly it is sometimes easier to meet as a group, although here things can become positively creepy.
The rest is vintage wine in a modern day glass. Does it genuinely be counted whether or not or not I present an NFC enabled plastic card passed to me or use an admittedly extra fancy machine to open my door, or pay for a drink? Wasn?T the detection of a person being in a cabin to control the AC viable before?
The Ocean Medallion along with its accompanying technology first and foremost solves a problem that Carnival may – or may not – have. It makes it simpler for the crews to do their jobs, which is commendable in itself. Additionally it serves as a tool to drive additional revenue by probably making it even easier to buy non-essential things.
This moreover receives evidenced by using way of a assertion that comes on the forestall of the video:
“At the core of it we are taking the burden of service delivery off the crew.”
The Ocean Medallion device is an amazing piece of era. If accurately used it is able to make some elements of a cruise much less complex than they will be with out, and create wow moments. This, particularly if Carnival succeeds in delivering on the extra fundamental purchaser expectations, and follows smooth hints, much like those noted above.
It can also emerge as very creepy. Walking this great trail cautiously is essential
Comments
Post a Comment