Improving Customer Experience: Dreamworld IMC Recommendations

This report assesses the customer experience at Dreamworld theme park, focusing on enhancing customer loyalty and improving overall operations. It develops a customer persona and a customer journey map to illustrate the customer's interactions and feelings throughout their experience. The report identifies pain points and opportunities for improvement, including addressing safety concerns following a past tragedy. Recommendations are provided to enhance customer service, improve communication channels, and ensure customer-centric practices. The analysis considers the importance of sustainability, ethical business practices, and effective sales and support channels. The goal is to provide Dreamworld with actionable strategies to elevate the customer experience and strengthen its market position. Desklib provides students access to similar solved assignments.

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Name of the Student’
Name of the University
Author Note

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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
organization Dreamworld has been highlighted. The relationship with the customers for
Dreamworld has been discussed here as well. The recommendations for improving the
operations of the theme park are also given an overview in this paper.

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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

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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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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

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goals, describing about the social environment of the persona, a short brief about the
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 name Me (demographics and
personality)
The demographics in my
community is mainly low-middle
class income families. Some of
them are very enthusiastic about
taking their children to these
theme parks. They focus on the
personality development of their
children as well. This is why they
will need to focus on the proper
Three reasons for engaging
with the product
 The strong brand
reputation of the
company
 The marketing
campaigns made by
the company
 The timely offers on
several shows for the

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sustainability of the company
indeed.
children
My job, skills and interests
I am a journalist by profession.
One of my strong skills is to
collect the important news about
the entertainment field. As
Dreamworld is a theme park,
there are many scopes for the
entertainment. I have high
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
 The safety measures
are not properly
implemented
 I think Dreamworld is
not engaging with the
customers to get their
feedbacks
 I also believe the
customers expect
frequent offers from
them that are not
always possible to
provide.
My needs and goals
My goal is to develop a
framework in which the
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
be able to build a
customer-centric
network and
implement it properly?
My pain points
 The customers must be
given the proper safety
in the theme parks.
 The adventure shows
and other shows
should be provided at a

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the customers through my
articles so they can raise their
voice in this matter.
 Will Dreamworld be
able to provide the best
safety measures to
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
Roles Attitudes Devices Expectations
The purpose
of the
individuals
is to spend
The stress
will be on
the
individual
The kids and
elders
should be
able to
The
individual
selected
here, Mary,
She has the
adaptability
of using the
social apps
Mary has a
Apple
iPhone 7s
that she
She uses the
device to
navigate from
one place to

8INTEGRATED MARKETING COMMUNICATIONS
some quality
time in the
Dreamworld
amusement
park. The
family
members
would be
able to
spend some
quality time
in the time.
The
individuals
should be
able to plan
the needs of
the junior
members of
the family
according to
their
preferences
properly.
elders when
they will
have to look
after the
safety of the
children and
appointing
the logistics
for
safeguarding
the children
and keeping
the children
entertained
all the time.
experience
the best
ways
through
connecting
through the
GPRS maps
and social
networking
apps. The
latest
updates
should be
kept through
for the
personal use
at
Dreamworld
theme park
as well.
will look to
plan the
family
vacations
properly.
She
chooses the
spot and
buys the
tickets as
well.
for maps
available in
the parks. She
always finds
her way
through avail
the
entertainment.
takes with
her all the
time. Her
husband
and sin
have
Samsung
Galaxy J7.
other places.
She will also
manage her
way to get the
emtertainment
that she will
be get for her
children.

9INTEGRATED MARKETING COMMUNICATIONS
Customer journey map
Start
with
research
Define
behaviour
al stages
from the
customer’
s
perspectiv
e
Capture
customer
consideratio
ns
Detail
every
touchpoi
nt
Map out
the
customer
pain
points
Chart
the
changing
custome
r
emotions
Consid
er what
other
detail
can be
added
to the
map
Outline any
opportunities
for
improvement
The
manager
should
begin the
research
work for
the
betterme
nt of the
theme
park
about the
technical
,
financial
and all
The
different
behavioral
stages
from the
customers’
perspectiv
e are
making
the
customers
aware of
the
services,
purchase
of the
The
customers
will
effectively
consider the
various
aspects of
the services
and
products.
This will be
highly
important for
judging the
quality of the
products.
The
brand
awarenes
s of the
services,
the
location
of the
theme
park, the
ways of
purchasin
g the
tickets
and
managing
The
customers
are not at
all happy
with the
pricing of
the rides of
the theme
park
Dreamworl
d. They
have also
complaine
d about the
waiting to
time to get
The
ticket
availabili
ty from
the e-
commerc
e sites
would
lower
down the
services
of the
company.
If the
company
does not
The
details
like the
average
time for
getting
into the
rides
would
be
include
d. The
price of
the
tickets
and
The
recommendati
ons for the
improvement
could be given
like making
stronger PR
strategies,
writing blogs
in the social
media,
adapting the
word of mouth
marketing
strategy could
be included

10INTEGRATED MARKETING COMMUNICATIONS
other
aspects.
services at
the right
cost,
getting the
best
services
and
knowing
about the
various
services.
the cost
of the
tickets.
to each
ride and
the online
availability
of the
tickets.
have the
proper
public
relations
strategies
, this
would
have an
impact
on the
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).

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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