Integrated Marketing Communications for Dreamworld Theme Park
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This paper discusses the customer experience and journey map for Dreamworld theme park in Australia. It also highlights the relationship with customers and provides recommendations for improving operations.
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Running head: INTEGRATED MARKETING COMMUNICATIONS Integrated Marketing Communications Name of the Student’ Name of the University Author Note
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1INTEGRATED MARKETING COMMUNICATIONS Executive Summary The purpose of the following paper is to build upon the customer journey map. The chosen organization for this paper is Dreamworld theme park in Australia. The customer experience for this theme park has been described here. The customer experience is a very important issue for the organizations to gain the loyalty from the customers. The customer journey map for the organizationDreamworldhasbeenhighlighted.Therelationshipwiththecustomersfor Dreamworldhasbeendiscussedhereaswell.Therecommendationsforimprovingthe operations of the theme park are also given an overview in this paper.
2INTEGRATED MARKETING COMMUNICATIONS Table of Contents Introduction......................................................................................................................................3 Customer experience.......................................................................................................................3 Developing the persona and customer journey map........................................................................4 Customer relationship with the company and services....................................................................7 Recommendations............................................................................................................................8 Conclusion.......................................................................................................................................8 References and Bibliography.........................................................................................................10
3INTEGRATED MARKETING COMMUNICATIONS Introduction The following paper deals about the customer experience for the chosen organization Dreamworld and the products and services offered by them. The research will have to be done on the chosen organization and the experience of the customers will have to be evaluated here. The customer experience is a very important issue in this context. This is why it is extremely important for the customers to understand what the organization is offering to them to meet their demands. The experience of the customers largely depends on the facts of how the customers can gain the trust of the organization. The organization must provide the customers with the best products and services in a timely manner so the customers do not have to opt out of their disposal and seek help from their competitors or the rivals. This is why the customers’ experience or the customer journey map should be developed along with a persona. The recommendations will be given regarding this as well. Customer experience The experience of the customers will have to be evaluated focusing on the services or products or Dreamworld (Dreamworld.com.au, 2018). It is a theme park that provides the customers with some special adventure shows and others. The activities of the organization will be to provide the customers with several wildlife shows on poisonous snakes and other animals. The bird shows are also arranged by the organization as well. They give the advertisements on social media and other channels so they can get the best response from the customers. They have to attract the customers by promoting several shows for the children mostly. They also declare the dates on which the special shows will be shown. It is a great aspect that the organization also provides the customers with several 3D and 4D products as well (Dreamworld.com.au, 2018). Here the two aspects related to media are paid media and owned media. The customers want
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4INTEGRATED MARKETING COMMUNICATIONS such practice regarding the organization that they can avail the best products with safety. One of the most important issues in this context is the sustainability of the organization (Smith, 2012). The customer groups for this organization have seen the company’s initiatives on saving the tigers. The organization Dreamworld has realized the fact that the sustainability issues should not only rely on stopping the carbon emissions or the using the non-fossil fuels. As tigers are getting rare, the community should be very much protective about the tigers. Dreamworld has always catered to provide the customers with the best experiences for providing their services on time (Hill & Gale, 2016). The main targets of the customers are to make the company utilize all their channels effectively so they can utilize these channels. The demands of the customers will have to be understood. This is how they will be able to gain the sustainability within the organization. The organization must be able to do their works in a customer-centric manner (Tax, McCutcheon & Wilkinson, 2013).Then only they can provide the valuable considerations on how they can improve their business. The customers will need to assess whether their liked company is doing the business ethically. The sales and support channels for the organization should grow properly indeed. This would ensure on how they can they get the best support from the company through their services (Ferrell & Fraedrich, 2015).The company must be able to satisfy the demands of their customers in a better way. In this context, one of the most significant things is the customer journey map (Lemon & Verhoef, 2016). Developing the persona and customer journey map The developing of the persona is a five step process. The necessary things about this process are developing the skills and interests of the persona, identification of the needs and
5INTEGRATED MARKETING COMMUNICATIONS goals,describingaboutthesocialenvironmentofthepersona,ashortbriefaboutthe demographics and personality, the social environment of the persona, finding the burning questions in this issue, identifying the three important reasons for the persona to engage with the product and three reasons for not engaging with the product (Howard, 2014). However, the customer experience in Dreamworld has been a very important issue in this section. This is why the organization is trying to recover from the River Rapids tragedy. The organization has proposed several ways to improve their customer experience through the inclusion of the new offers for products and services (Norton & Pine, 2013). It was a terrifying matter when the high- risk rides in the park had to be closed down for several reasons. The fatal accident had taken place and this was a very important thing for the customer experience of the Dreamworld. The managing of the rides has been in question indeed. If the customers lose the faith on the customers, this will have a negative impact on the services of the company (Rawson, Duncan & Jones, 2013). The personal template will be discussed here in the following section: Persona nameMe(demographicsand personality) Thedemographicsinmy community is mainly low-middle class income families. Some of them are very enthusiastic about takingtheirchildrentothese theme parks. They focus on the personality development of their children as well. This is why they will need to focus on the proper Threereasonsforengaging with the product Thestrongbrand reputationofthe company Themarketing campaignsmadeby the company Thetimelyofferson several shows for the
6INTEGRATED MARKETING COMMUNICATIONS sustainabilityofthecompany indeed. children My job, skills and interests I am a journalist by profession. Oneofmystrongskillsisto collect the important news about theentertainmentfield.As Dreamworldisathemepark, thereare manyscopesforthe entertainment.Ihavehigh interests in the adventures like theme parks and all. My social environment I live in a social environment that belongs to people belonging from different cultures. Some of these people have high interests in this field and some of them do not have any interest at all. Three reasons for not engaging with the product Thesafetymeasures arenotproperly implemented I think Dreamworld is not engaging with the customers to get their feedbacks Ialsobelievethe customersexpect frequentoffersfrom themthatarenot alwayspossibleto provide. My needs and goals Mygoalistodevelopa frameworkinwhichthe managers of the company will be dedicated to put more focus on the safety of the customers. I will try to raise the awareness among My burning questions Can Dreamworld will beabletobuilda customer-centric networkand implement it properly? My pain points The customers must be given the proper safety in the theme parks. Theadventureshows andothershows should be provided at a
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7INTEGRATED MARKETING COMMUNICATIONS thecustomersthroughmy articles so they can raise their voice in this matter. WillDreamworldbe able to provide the best safetymeasuresto their customers? cost-effective rate. The customers should provide their feedback to the company in an effective manner. Persona Name: Mary Age: 35 Education: MBA in Marketing Management from Chicago State University Family: Married with 2 children, aged 12 and 9 Location:Chicago, Illinois Environment: Plans for the trips to the theme park as early by using her laptop in her house Goals Frustration s Tech Background and Usage RolesAttitudesDevicesExpectations The purpose ofthe individuals istospend Thestress willbeon the individual The kids and elders shouldbe ableto The individual selected here, Mary, Shehasthe adaptability ofusingthe socialapps Mary has a Apple iPhone7s thatshe Sheusesthe deviceto navigate from oneplaceto
8INTEGRATED MARKETING COMMUNICATIONS some quality timeinthe Dreamworld amusement park.The family members wouldbe ableto spendsome qualitytime in the time. The individuals shouldbe able to plan the needs of thejunior membersof thefamily according to their preferences properly. elderswhen theywill have to look afterthe safety of the childrenand appointing thelogistics for safeguarding thechildren andkeeping thechildren entertained all the time. experience thebest ways through connecting throughthe GPRSmaps andsocial networking apps.The latest updates shouldbe kept through forthe personal use at Dreamworld themepark as well. will look to planthe family vacations properly. She chooses the spotand buysthe ticketsas well. formaps availablein the parks. She alwaysfinds herway throughavail the entertainment. takeswith her all the time.Her husband andsin have Samsung Galaxy J7. otherplaces. She will also manageher way to get the emtertainment thatshewill be get for her children.
9INTEGRATED MARKETING COMMUNICATIONS Customer journey map Start with research Define behaviour alstages fromthe customer’ s perspectiv e Capture customer consideratio ns Detail every touchpoi nt Mapout the customer pain points Chart the changing custome r emotions Consid er what other detail canbe added tothe map Outlineany opportunities for improvement The manager should begin the research work for the betterme nt of the theme park about the technical , financial andall The different behavioral stages fromthe customers’ perspectiv eare making the customers awareof the services, purchase ofthe The customers will effectively considerthe various aspectsof theservices and products. This will be highly important for judgingthe quality of the products. The brand awarenes softhe services, the location ofthe theme park,the waysof purchasin gthe tickets and managing The customers arenotat allhappy withthe pricingof the rides of thetheme park Dreamworl d.They havealso complaine d about the waitingto time to get The ticket availabili tyfrom thee- commerc esites would lower down the services ofthe company. Ifthe company doesnot The details likethe average time for getting intothe rides would be include d.The price of the tickets and The recommendati onsforthe improvement could be given likemaking strongerPR strategies, writingblogs inthesocial media, adaptingthe word of mouth marketing strategycould beincluded
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10INTEGRATED MARKETING COMMUNICATIONS other aspects. services at theright cost, getting the best services and knowing aboutthe various services. thecost ofthe tickets. toeach rideand theonline availability ofthe tickets. havethe proper public relations strategies ,this would havean impact onthe customer s negativel y. offers could be detailed as well. here as well. Customer relationship with the company and services The company Dreamworld should always provide the best services to their customers in order to enhance their services in a positive manner. They provide the customers with several rides and attractions that are generally provided in the theme parks. The company provides the customers with the fun they will need in the mix (Kumar & Reinartz, 2018). They also have the biggest LEGO store in the country. The products that they provide are mostly very hard to find. This is why their product offerings are unique in range. Some of the most dangerous rides in Dreamworld are Giants Drop and the Tower of Terror II. Through these various products, they gain the attraction of the customers indeed (Wang & Feng, 2012).
11INTEGRATED MARKETING COMMUNICATIONS They also give the animal lovers the chance to see the Toyal Bengal and Sumatran tigers in their Tiger Island. This is also a very unique service feature for them. The company also gives their customers with the opportunity to witness the magic of movie. They also give their disabled customers with the access to different rides and attractions. They give their customers with maps for discovering the wide range of products and services they provide. They have group tour desks and a lounge for the tours. There are bilingual staffs as well who thrive to help the people speaking different languages than English. This is why the customers are quite happy with their products and services. The customer relationship is also very strong in this context. Recommendations Dreamworld will be looking to increase their services and products so the customer experience can increase as well. Some recommendations will be given to improve upon the services that they already give to their customers. These ways will surely improve the ways Dreamworld will be operating in this current competitive business environment. The managers of Dreamworld will look to focus on the quality of the rider safety. Otherwise, the customer faith will surely decrease. This will be helpful for keeping the customers in a better way when they come to the theme park. The tragedy of the accident in Dreamworld has really made the customers lose their faith. The loss of human lives while going for an entertainment ride is really an unfortunate incident. The company will have to clean the rivers to provide an environment friendly atmosphere for the theme park travelers. They can go for repairing the paddle boat facilities as well. This will be another of their value added features. The company must focus on the customer satisfaction. They should
12INTEGRATED MARKETING COMMUNICATIONS offer their customers with several coupons during the time of several festivals. Thus the customer-centric operations will lead them to grab a better market share indeed. Conclusion This paper can be concluded by saying that the customer journey map is a very important feature to identify the gaps in the company from the perspective of the customers. It is the customers who will evaluate the process of customer satisfaction in the best ways. The persona has been developed in this paper to focus on the weaknesses of the company and decide what areas will have to be improved. The customers will have to be provided with the best offers so they can give the value added features within their operations. The recommendations have been made to develop their business as well.
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13INTEGRATED MARKETING COMMUNICATIONS References and Bibliography Dedekorkut-Howes,A.,&Bosman,C.(2015).TheGoldCoast:Australia’s playground?.Cities,42, 70-84. Dreamworld.com.au. (2018). Gold Coast's BIGGEST Theme Park | Dreamworld. Retrieved from https://www.dreamworld.com.au/ Ferrell, O. C., & Fraedrich, J. (2015).Business ethics: Ethical decision making & cases. Nelson Education. Goddard, M. G. J., Raab, G., Ajami, R. A., & Gargeya, V. B. (2012).Customer relationship management: a global perspective. Gower Publishing, Ltd.. Hill, J., & Gale, T. (2016). Ecotourism and environmental sustainability: An introduction. InEcotourism and Environmental Sustainability(pp. 21-34). Routledge. Howard, T. (2014). Journey mapping: A brief overview.Communication Design Quarterly Review,2(3), 10-13. Klaus, P., & Maklan, S. (2013). Towards a better measure of customer experience. Kumar, V., & Reinartz, W. (2018).Customer relationship management: Concept, strategy, and tools. Springer. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey.Journal of Marketing,80(6), 69-96. Norton, D. W., & Pine, B. J. (2013). Using the customer journey to road test and refine the business model.Strategy & Leadership,41(2), 12-17.
14INTEGRATED MARKETING COMMUNICATIONS Rawson, A., Duncan, E., & Jones, C. (2013). The truth about customer experience.Harvard Business Review,91(9), 90-98. Smith,P.A.(2012).Theimportanceoforganizationallearningfororganizational sustainability.The Learning Organization,19(1), 4-10. Tax, S. S., McCutcheon, D., & Wilkinson, I. F. (2013). The service delivery network (SDN) a customer-centricperspectiveofthecustomerjourney.JournalofService Research,16(4), 454-470. Wang, Y., & Feng, H. (2012). Customer relationship management capabilities: Measurement, antecedents and consequences.Management Decision,50(1), 115-129.