Enhancing Consumer Experience Strategy for Disneyland Paris

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