Disney’s MagicBand System: Leveraging Technology to Enhance Customer Experience

The world-renowned Walt Disney World (Disney) in Orlando, Florida, had always been a massive tourist attraction, and it had expanded into different sectors across the globe. Its theme parks, resort hotels, and transportation system had succeeded in attracting millions of visitors annually. For Disney, the focus had always been on improving customers’ experience at its parks and its various other attractions. It believed in taking care of the minutest details to ensure the comfort and entertainment of customers and it had always updated its services to match the demands of a changing environment.

In a bid to streamline the operations of its parks and enhance customer experience, Disney launched a vacation management system, MyMagic+ (MM+) in 2013. With its components, the My Disney Experience website, a mobile app, and MagicBands, the MM+ system was expected to enhance customer experiences through technology driven devices...