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




Abstract
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 NOTES |
MYMAGIC+ SYSTEM |
MAGIC BANDS |
A WIN-WIN TECHNOLOGY |
THE OTHER SIDE |
LOOKING AHEAD | EXHIBIT |
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