MILAGROS

TARUN
ANAHID
PAULINE
PROBLEM

• Long lines as long as two hours for the games, restaurants and food stalls. -> FRUSTRATION
• High ticket prices (psycological limit of willingnesss to spend)
• Decreasing revenues
• Low hotel occupancy rates
• Antiamerican sentiment because of September 11th -> les visitors
• More expenses -> Inssurance premiums double after 11th
• Capital expenditures of the park were down
• Internal conflicts
CRM STRATEGY

• Use of IT convergence (combined with satellites, Smart sensors, Wireless tech and mobile
devices)
• More perzonalized environment
• Databases tracking transactions and interactions, preferences and online histories. Digital CRM
• Multipled electronical communication channel and technologies to enhance CRM.
• Develop CRM
 HOW THEY CUSTOMIZED THEIR CRM

• MyMagic+ -> personalized (precise habits and preferences)

- reservation system
- book specific ride times
-all-in-one park tickets
- hotel keys
- credit cards = guest experience
- Socilal media strategy (like for discounts)

- RFID chips -> monitor people

RESULT

• = spend more time and money at the resort

• Wearable technology -> change way people play and spend
• Give better service (when to add more staff, which souvenirs stocked, preferences)
• Hassel free consumer experience
• Better interactions