Enhancing Consumer Experience Strategy for Disneyland Paris

This report focuses on the consumer experience strategy that can be followed by Disneyland Paris to improve consumer experience. It includes a brief background of Disneyland, customer segment profile, digital influences, customer journey map, and two consumer strategies to enhance consumer experience.

Consumer experience strategy

Table of Contents.
INTRODUCTION ..........................................................................................................................3
MAINBODY....................................................................................................................................3
Task1- Providing a brief background of Disneyland and critically evaluating digital CX
activities and its net promoter score.............................................................................................3
Task2- Providing a profile for customer segment in Disneyland Paris and formulating the clear
consumer persona.........................................................................................................................4
Task 3- Identifying and evaluating the digital influence for showing the clear understanding of
consumer requirements................................................................................................................4
TASK4- Developing customer journey map and evaluating key digital influences on the
customer journey of Disneyland..................................................................................................6
Task5- Formulating two consumer strategy that will helps to enhance the consumer experience
in Disneyland Paris......................................................................................................................8
Task6- Proposing the Key relevant KPI and analytics that can be used for evidence- based
decision-making in order to enhance the consumer strategy.......................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The consumer experience strategy is referred to the process that includes the process
where in the organization take a wide approach for improving consumer experience at each
customer touchpoints throughout its journey at that particular place such that it helps that
organization in meeting the business goals (Scussel, 2019). The Disneyland Paris is a resort
which includes hotel, shopping centres, dinning, Disney nature resorts and the entertainment
complex. There is one more theme inside Disneyland that is Walt Disney Studio park (Littaye
and Ghez, 2019). In this report we will focus on the consumer strategy that can be followed by
the Disneyland Paris in order to improve consumer experience inside it.
MAINBODY
Task1- Providing a brief background of Disneyland and critically evaluating digital CX activities
and its net promoter score.
Disneyland, a theme park based in California was opened in 1955. This park was
designed by a very creative team which was hand-picked by the owner Walt Disney. The idea
behind creation of Disneyland was generated when Waltz observed a tourist attraction building
in front of the office (Mittermeier., 2020). Inspired by the tourist attraction, Waltz with the two
daughters visited various kind of amusement parks in order to make a personal park with much
bigger infrastructure. The main concept of the Disneyland comes from the tour of Griffith Park
of Los Angeles. Disney land has the most number of visitors than any other park and has around
720 million visits till now (Gordon., 2022). The entire theme park has all the rides and shows
that are created by Walt Disney and is also the second most visited park in the whole world after
Magic Kingdom.
Digital customer experience is engaged with the opinion of the customers for the brand.
These happened to be build by the interactions that a brand or any place makes online by using
the mode of social media, emails and live chat, websites etc. Disneyland is engaged in providing
its customers with the best knowledge of the park and also shows all the activities and customers
experience of the past visitors from the park, through various advertisements that come on the
television, radio, newspaper etc. The net promoter score tells the experience of the customers and
would they recommend the product to the fellow people or not (Fan., Qu and Wen., 2021).
Disneyland holds a net promoter score of 42 which encompasses 62%promoters, 20% detractors
and 18% passives.

Task2- Providing a profile for customer segment in Disneyland Paris and formulating the clear
consumer persona.
The customer segment in Disney land Paris should be divided into following for attracting the
particular segment .
 The first prime target of Disneyland Paris should be the children in the age of 4-12 years
as they are more attracted towards Disneyland and is most excited about the brand. They
are the ones who experience thrill of rides, and other adventure activities, and they find
Disneyland as the source of entertainment. The target market can be attracted by
increasing digital media campaigns through, television, YouTube, Instagram and other
social media platforms. These have been proved in various data reports that on average,
this segment spends his seven hours and fifty-one minutes daily on some or the other
media platforms. YouTube and Google are the prime sites among them. Thus, advertising
Disneyland on social media platforms helps to engage and attracts children towards
Disneyland.
 Disney’s secondary market is the people in the age between 35-55 years old. These
segment is considered necessary to focus on as they are the ones who will cater the needs
of the children. Appealing this segment ads money to Disneyland. According to the
reports the people in the age of 35-55 are the ones that had child centric upbringing, they
like travels and destinations and seek fun. Not only this, they are the people with good
income source.
Disneyland primary and secondary target is very clear and is also trying to offer no. of online
services like online games so that consumer gets attracted towards the product. The only barrier
regarding Disneyland Paris is the Food and Alcohol culture that should be addressed. So that,
consumer around the world can take fun and experience of Disneyland Paris.
Task 3- Identifying and evaluating the digital influence for showing the clear understanding of
consumer requirements.
Digital influence means an ability to create effect, change opinions and the behaviour of an
individual through social media networking (Backaler and Shankman, 2018). Travellers while
deciding their journey gets influenced by the social media platforms and various other things that
is present today on the digital world. The various social media platforms has influenced their

requirements before actually going there. Some influences are given below that helps an
individual while deciding his journey.
Websites and other social media platforms- The first and the most important thing that influence
people are the website and social media platforms like- Instagram, Facebook and other like
YouTube (Giao, Vuong, and Quan, 2020). Website influences tourism industry as it create the
perceptions and the impressions of the place and that in the end will decide their will to go to that
destination or not. To attract more tourist more information, pictures and videos should be
provided in order to attract more consumer and the visitors. This is the first and the most
important step that any traveller has before starting his journey. Disneyland has various social
media platforms that they can use in their favour by posting clear information about the place for
its visitor through photos, videos and others that will eventually help them in gaining consumer.
Reviews and ratings about the place- The another important factor that lead in deciding
consumer journey is the ratings and the reviews of the place that they are going to visit (Luo and
et.al.,2020). Ratings and reviews not only has power to influence the people's journey to some
pace but also has power to increase organization reputation and the creditability in the market.
Consumers are likely to spend more at products and places that have excellent reviews. Bad
reviews and even the average reviews decrease the willingness of consumer to spend his money
for that product and the place. Disneyland Paris should try to increase his reviews and the ratings
by providing them great and memorable experiences (Gavilan, Avello and Martinez-Navarro,
2018).
Online booking- Buying tickets online is the easiest and the fastest way that have influence on
consumer because no consumer likes to spend his important hours in queue. The easiest is the
process of buying tickets, the better the consumer experience. Disneyland is already providing
various app and sites from where consumer can easily buy tickets, book reservations of dinning
and other for enjoying Disneyland. Disneyland has been providing tickets not only for entering
inside it but also for resorts, rides and other that are inside the park. This results in better
experiences. Online booking system has emerged few years ago but has greatly influenced the
people's journey while travelling.

TASK4- Developing customer journey map and evaluating key digital influences on the
customer journey of Disneyland
Customer journey refers to the interactions that a customer has with a particular business
or brand. These interactions can be both, direct and indirect. For every business it becomes very
important to make its own customer journey map as that enables the business to learn more about
the customers experience and how the business can interact with the customers even more (Dey.,
2019). Disneyland has also made its own customer journey map, it helps the business of the park
to create its services in a much better way. Here is the customer journey map of Disneyland,
which involves 5 phases.
Awareness phase- This phase is engaged with the awareness and ease to collect information.
Many customers face a problem where they are looking for the answers but are not even able to
find one. So to erase this problem and easily interact with the customers, Disneyland has come
up with easy websites and live chat options where all the problems of the customers are
addressed properly. By this awareness phase Disneyland is able to achieve good customer
experience and is able to attract more of them.
Consideration phase- This phase is engaged with delivering something extra to the customers in
order to beat the competition and gain more customer loyalty. Customers have a tendency to look
and compare the prices and everything that a similar business has to offer. Here, it is the
responsibility of the business to deliver something extra and mend the policies in a way that it
attracts a huge crowd towards itself (Villani., 2018). Disneyland believes in doing the same and
has kept a different team for CX department where the team is always engaged in improvising its
features of the products and services of the park. Through various improvements and services the
park can enable the customers understand better about their offerings and can also count them in
the upcoming customer journey.
Purchase or decision-making phase- In the above two phases, the team of the business does the
work of attracting customers towards itself. But when the customers finally come to decision-
making phase, it is said as lead generated. Disneyland deliver all the necessary information in
order to bring the customers to this final phase. After the customers reach this phase, Disneyland
has planned all the sales techniques and best promotional activities which automatically attract
the customers to buy the tickets to the park.

Retention phase- This phase is taken as an important phase as this involves retaining the
customers to the place. Although the customers do not wish to visit the same park again and
again, but Disneyland has proved out to be an exceptional case. It believes in retaining its
customers and every time when they come, giving them a new experience. Disneyland keeps on
promoting its business through social media platforms and also keep a continuous connection
with the customers through them. Every new feature or ride that is added in the park is shown in
the advertisements, which provides customers a different level of excitement and leave them in a
desirability to come and visit again. Through new innovations Disney plans the retention phase
and believes in enhancing customers loyalty.
Advocacy phase- This phase is engaged with the company mending its structure in such a way
that the customers start advocating on their behalf. Disneyland believes in putting extraordinary
efforts by providing the best services which results in beautiful experiences of the customers.
The customer base of the park is huge and is completely happy by the services, the park is
offering. Here the customers are the supporters of the park and are always advocating it behalf
after gaining the experience.
KEY DIGITAL INFLUENCE DISNEYLAND HAS ON ITS CUSTOMER JOURNEY
There is not just one factor that influences the customers to buy the tickets or instigate
them to visit the land as soon as possible despite, there are a lot of techniques that are used by
Disneyland to influence the people to come and visit. As the technology has evolved there are
various trends and methods that have taken place and reformed the entire culture, of which,
Disneyland chooses and makes the best use of marketing technologies (Littaye and Ghez., 2019).
The key influential factor which attract most of the customers and leaves a good impact on the
customer journey is the artificial intelligence which is used by the Disneyland on its E-commerce
site in order to give the customers a feel of personalized experience.
Disney is always planning on creating a unique and interactive experience for the tourists
which make the park stand out in all the aspects. Disney land also uses the source of the best
advertisements which involves all the fun animated stories, in order to attract more and more
tourists towards itself. The park targets most on the children and families so in order to get them
to the park and sell the highest number of tickets, the park also uses platforms such a Disney
channel, which is the most used television platform by the kids and also by giving
advertisements on the social media platforms, which involves showing the small-time parts of

the stories. To keep them entertained throughout at the time of visiting, Disneyland also has
magic bands which are provided to the visitors of the park and keep them engaged the entire
time. Thus making the best use of the resources and using the best digital tools to influence the
entire journey of the customers.
Task5- Formulating two consumer strategy that will helps to enhance the consumer experience in
Disneyland Paris.
There are various strategies that can be followed in order to improve consumer experience in the
tourism place as improved consumer experiences results in improving profits for that
organization. Disneyland should follow consumer experience strategy that are given below in
order to increase his consumer experience-
Collecting Feedbacks-
If Disneyland Paris wants to improve consumer experience at regular level it will need
continuous improvements taking in mind the needs and the requirements of the consumers
(Agag, and Eid, 2020). The data is collected from various sources face to face research, from
websites and social media, direct guest communications and from talking to the employees that
are working in Disneyland Paris. These helps Disneyland Paris in assessing the consumer-
centric mechanism by having frequent communications with the consumers and the employees
working in Disneyland Paris. Constant improvements are the need of the organization in order to
relate with the consumers and these can only be achieved through feedbacks. These feedbacks
can be captured before, during or after the journey. But there is considerable difference between
collecting feedbacks and actually implementing it to increase consumer experience.
Creating purpose-
The purposeful brand always works in the favour of the company as it helps in building
emotional contact with the consumers and that at the end improves consumer experiences.
Disney's brands vision is to create happiness through Disneyland around the world (Quinn and
Thakor, 2019). This should be trained in employees as well in order to improve the consumer
experience in Disneyland Paris. Although it isn't enough to create purpose, working towards
purpose with constant efforts will actually leads in increasing the consumer experiences.
Happiness is big concept which includes constant improvement in themes, design, food, rides
and at the same time includes the behaviour of the employees. This means that consumer
experiences will improved when Disneyland Paris is working towards its purpose.

Task6- Proposing the Key relevant KPI and analytics that can be used for evidence- based
decision-making in order to enhance the consumer strategy.
Key performance indicators are some indicators that are measured in quantity or quality foe
evaluating the performance of company over time (Hristov and Chirico, 2019). Disneyland
should also measure KPI for measuring its performance that in turn can help Disneyland in order
to improve consumer experience inside Disneyland. Some key performance indicators are given
below-
Frequency of visit-
Frequency visit is simplest KPI to perform measures as it can provide insight into the
visitor's experience. Disneyland can be able to find visitors experience, the overall attendance
and the rate of repeating consumers. If the rate of the repeat consumer are less the rate of new
consumer in the park. There are high chances that consumer are missing something and does not
feel to return to the park and their experiences are not that great. In this case, Disneyland should
focus on improving experiences of the consumers. If the rate of new consumers are less the rate
of repeating consumer, Disneyland should focus on promotion and the advertisement.
Average spends per visitor-
One of the major KPI is to know the average time per visitor. The more the time
consumer spends inside the park the better is the experience of consumer. This is the reason that
Disneyland should invest in the technology that helps them in knowing the average time of the
visitor. Disneyland has various places inside it like theme parks, hotels, shopping mall etc. and
knowing what consumer like the most by his average spends helps Disneyland Paris to improve
it and make better for the visitors. If Disneyland is able to attract consumer but not able to retain
it, there is serious problem that should be addressed.
Marketing Reach-
In order to increase consumers, every organization spends in marketing through social
media platforms, Television and other communication platforms (Riyadi, 2019). These
Marketing activities results in high cost of promotions and high cost of the expenditure. This is
the reason marketing reach becomes important for the organization. The more the marketing
reach the more will be the consumer base for that organization. Disneyland can take this as the
KPI measure for knowing the potential that it has to attract consumers and where Disneyland is
going wrong if consumers are not attracted to the place.

Profit
The most common and the clearest KPI is the profit that Disneyland Paris is earning.
These KPI has power to override others because that every organization works for the profit in
the end. The aim of KPI is to measure the real performance of the organization and what is better
than measuring profit of the organization - if visitors only buys tickets and does not spend money
inside the park, this is high time that Disneyland address the quality of the things provided inside
the park and change some in case it is necessary. The modern techniques easily provides the
insight that will help in developing profitability comparing decisions that are been offered by the
KPI research.
Annual pass sales.
Another straight KPI is the annual pass sales. If sale of the things provided inside the
park is relatively law, there are chances consumer will not come back to the place because
maybe they think that the place is not value for their money. Annual sales can give Disneyland
idea about what people are purchasing and what they are neglecting. Do something that excite
them and force them to invest money inside the park. Annual sales are a excellent way for
measuring performance of the company.
CONCLUSION
From the report above, it has been concluded that the Disneyland Paris is the great tourist
attraction which has theme parks, resorts, large outlet centres, shopping mall etc. This report
provide information about the experiences that consumer are having inside Disneyland Paris and
the things that attracts them to purchase tickets. Disneyland Paris can improve his consumer
experiences by following some consumer experiences strategies that are given above. This report
further, tells about the journey and the key digital influence that a consumer has and give us
detail about the KPI that can measure the Disneyland's performance in order to evaluate
consumer experiences and improve them in the future.

REFERENCES
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Villani, I., 2018. Transform Customer Experience: How to achieve customer success and create
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