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



Case Details Case Introduction 1 Case Introduction 2 Case 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....

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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

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