Disney’s MagicBand System: Leveraging Technology to Enhance Customer Experience
| Case Code: ITSY081 Case Length: 14 Pages Period: 2013 - 2015 Pub Date: 2015 Teaching Note: Available |
Price: Rs.400 Organization: Walt Disney World Industry: Parks & Resorts Countries: US Themes: Information Management Systems Data Warehousing Data Mining Managing Service |
Abstract Case Intro 1 Case Intro 2 Excerpts
Abstract
The case is about Walt Disney World (Disney) in Orlando, Florida. Over the years, Disney had been focusing on improving customers’ experience at its parks and various other attractions. It had taken care of minutest details to ensure the comfort and entertainment of customers and had always updated its services to match the changing environment. Moving in alignment with its focus, in 2013, Disney launched a vacation management system, MyMagic+ (MM+), which could streamline its parks’ operations and enhance customer experience. The MM+ system had three components - the My Disney Experience website, a mobile app, and the technology driven devices, MagicBands. The case focuses on the benefits and drawbacks of this MM+ system. From the customers’ perspective, the MM+ system offered a comfortable all-in-one radio-frequency identification device, MagicBands, which could deliver a more enjoyable and well-planned Walt Disney World experience, whereas for Disney, the system could track the visitors’ movements and thus help in generating a vast database....
Issues
The case is structured to achieve the following teaching objectives:
- Understanding how Disney was trying to leverage digital technology to enhance customer experience
- Understanding the various practices of service quality management and how the MagicBands can be helpful in managing service quality at Disney
- Discussing the concept of customer database, data warehousing, and data mining in line with the Disney MyMagic+ system
- Examining how customer data could help in segmenting customer market
- Discussing and debating whether the new technology driven customer service could actually be beneficial in long run. Listing out the pros and cons of MM+ system for Disney and its visitors
- Discussing the ethical implications of modern tools for enhancing customer service
- Exploring ways in which Disney can implement the system effectively
Contents
-
Introduction
Background Note
MyMagic + System
Magic Bands
A Win-Win Technology
The Other Side
Looking Ahead
Exhibits
Keywords
Leverage digital technology to enhance customer experience; Vacation management system, RFID technology; Customer service, Service quality management, Service innovation, Customer database, Data warehousing, Data mining, Self-service technologies, Monitoring systems, Customer Experience Management, Ethical implications of technology-driven customer service, Privacy, Security
Buy this case study (Please select any one of the payment options)
| Price: Rs.400 |
Price: Rs.400 | PayPal (9 USD) |
