Mobile CRM at Disney World – A Case Study

Synopsis/Executive Summary
In Past guests of Disney Passed through entrance turnstiles. This problem was resolved by
introducing the mobile CRM called MyMagic+ which drastically changed the scenario and
improved customer experience while his/her to Disney.

Findings
In the past, guests at Disney World (https://disneyworld.disney.go.com) passed through
entrance turnstiles, redeemed paper tickets, decided which rides to take and brought
food and merchandise with cash or credit cards. They could also use Disney hotel key
cards to charge items. People would race to Fast-Pass kiosks, which dispensed a
limited number of free line-Skipping tickets. However, gridlock quickly set in and people
waited and waited.

Discussion

Disney has introduced a mobile CRM called MyMagic+ that has drastically changed the
way Disney world guests(some 30 million People per Year) do just about everything.
The intent of MyMagic+ is to make the experience of visiting Disney parks less difficult
and more reflective of modern customer behavior. Disney is betting that MyMagic+ will
make guests happier and less stressed, so they will spend more money at company’s
park.

Advantages:-
1) My Magic+ allows users of new Website and app- called My Disney Experience-
to preselect 3 FastPasses before they leave home. Customers can use this
passes for rides or V.I.P seating for parades, fireworks display etc.
2) With MyMasic+, Disney World has no turnstiles and guests donot need
cash.Guest Magic Bands are enclosed with credit card information so that they
can buy Mickey Mouse ears with the tap of wrist.
3) Smartphone alerts signal when it is time to ride Space Mountain without standing
in line.
4) MagicBands are also encoded with personal details which allow customers to
interact with Disney employees in more personalized manner.
5) Disney World also use these data to make waiting areas for rides less boring.
Implementation
The logical challenge involved in deploying MyMagic+ and MagicBand were considerable.
Disney World has 60000 employees, many of whom had to be retained to use the new
technology. Disney World had already installed Wi-Fi, so Smart phone users can access the
My Disney experience app more readily.

Conclusion and Results

Good News:- MyMagic+ helps Disney track its guests as they move about its park,
enabling the company to manage and allocate its workforce more efficiently. MyMagic+
allows guest to plan in advance how they will tour the parks. Hopefully, this capability will
discourage them from, for example, making impromptu visits to universals Wizarding World
of Harry Potter. This process will cut down on long lines and wait tiomes.

The Bad News:- The new CRM system places Disney in the middle of the debate on
privacy and personal data collection. Like most major companies, Disney wants to collect as
much information about its customer’s preferences as it can, so that it can market to them
more efficiently. Disney is aware of potential privacy concerns, especially regarding
children. However, Disney has decided that MyMagic+ is essential to its marketing and
CRM strategies.

References
Compiled from B.Barnes, “Billion-Dollar Bracelet is Key to Magical Kingdom,” New York
Times, April 2, 2014.

Prepared By
Mrs. Rashmi Thakur
Domain In charge
Software Development and Information Management System