The art of moving people
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Transcript of The art of moving people
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The art of moving people Raising the bar of Customer Experience (Inspired by Disney)
Rob van Vlokhoven Twitter; @robvanvlokhoven
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10%, 20%, 30%, 40% discounts. Half off everything! Buy one, get one free. Free financing for a year. Guaranteed lowest prices…
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Product variety has not necessarily resulted in better consumer experiences
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Also business has grown hopelessly out of touch with the people it should be serving
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That’s why we are experiencing a commodity-trap
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While we are constantly looking for inspiration and new experiences to help us to position ourselves
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And to realize our dreams!
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So… In order to stay competitive organisations have to reinvent themselves as EXPERIENCE innovating BRANDS, oriented to meaningful value co-creation in an evoking mode
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A theoretical framework;
Don’t worry nice pictures will follow!!
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Co-creation of Value
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New frame of reference for value-creation
Prahalad and Ramaswamy (Future of Competition)
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Experience co-creation
Raswamy (Creating value through Customer Experiences)
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Progression of economic value
Pine and Gilmore (The experience economy)
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In this paradigm the firm and consumer co-create value at different points of interaction
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Value configuration space
Vargo (Toward a transcending conceptualization of relationship)
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Encounter process
Storbacka and Suvi (Customer relationships and the heterogeneity of firm performance)
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Co-creative interactions
Ramaswamy (Creating value through Customer Experiences)
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Key findings
New competitive advantage is all about value co-creation Interaction is at the heart of value co-creation Every event/ experience is a trigger for interaction Remarkable interactions build relationships Experiences become the means to guide personal and business transformations Quality depends on the infrastructure for interaction
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A change in value creating logic
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Value in Context
Vargo and Lusch (Service Dominant Logic)
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Migrating to co-creation experiences
Prahalad and Ramaswamy (Co-creating unique value with customers)
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Design thinking
Boland and Collopy (Design matters for management)
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Co-created experiences are all about contextual relationships, individual involvement and personal meaning
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The brand as stimulus for co-creation
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Brand = Badge
Smith (Managing the customer experience)
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Badge = The way a brand is built inside the
minds of people
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Brand = Experience
Ramaswamy and Prahalad (Future of competition)
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Experience = A set of all events in a narrative
Hans Bouwknegt
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Like a story brands evolve through experiences
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Brand = Identity
Hatch and Schultz (Elements of a corporate brand)
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Identity = Knowing who you are
Morel and Van Gils (Identitymarketing)
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Brand = Promise
Roscam Abbing (Brand driven innovation)
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Brand promise = The value you commit to co-create with your customers
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Brand = Relationship
&Samhoud (Organizational Relationships in a Value profit chain)
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Relationship = Role of the moment (Contextual)
Black swan
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Relationships are about… PEOPLE PEOPLE PEOPLE
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So… What relationship would the world miss if your company didn’t exist?
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Discover your Core Ideology
Collins and Porras (Building your company’s vision)
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By the way…You CANNOT fulfil a purpose
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Requirements of a brand promise
Orientation Animation Authentic Simple
Based on Cummings and Wilson & Pine and Gilmore
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This way a brand promise becomes a meaningful and evoking design theme
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A brand sets in motion a process of change
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Now before continuing… Do you fully understand the type of business you are in?
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Do you really??
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Promise delivery
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Brand behaviour is manifested in its touchpoints
Mark Churchman – Senior global creative director Philips
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Consumers preferences and motivations are far less influenced by the functional attributes of products and services than the subconscious sensory and emotional elements derived by the total experience
Gerald Zaltman
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Being an experience innovating brand therefore requires an holistic approach
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Attention to the Customer Journey
Marc Stickdorn and Jakob Schneider (Service Design Thinking)
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Context Mapping
Innovation is served – Dutch ministry of economic affairs
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Experience Mapping
Starbucks Experience Map by Eric Berkman
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And Experience Design
Lego via Bruce Temkin
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The point is to deliver a deliberate customer experience consistently
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Naïeve to Natural Model
(Beyond Philosophy)
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Remember to keep your experience innovations in sync with your brand promise
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Delighting your customers with your experience innovations will boost your business
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The service profit chain
Heskett, Jones, Loveman, Sasser and Schlesinger
(Putting the service-profit chain to work)
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The service profit chain (a different view)
Chip Conley – Joie de Vivre
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Yet most of all… successful experience innovation is a leadership issue
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“It is kind of fun to do the impossible”
Walt Disney
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Steve Jobs
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“You don’t learn to walk by following rules” – Richard Branson
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“Delivering Happiness” – Tony Hsieh
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Therefore it is a leader’s challenge to push managers from their zone of comfort to a zone of opportunity
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And to stimulate internal and external connectivity-concepts
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Connection = The stimulus you provide + the
response provided by the listener
Iain Carruthers (How to move minds and influence people)
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This requires attention to the art of storytelling
Kirby Ferguson – Everything is a Remix
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And gamification
Jesse Schell – TED Beyond Facebook
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Key findings
If quality depends on the infrastructure for interaction, then companies need to focus on experience platforms where they can co-create value through transformative dialogue To start interacting a trigger is needed, so in order to build relationships companies need to know what value they want to co-create with their stakeholders Now with co-creation being found at multiple points of interaction it is our challenge to come up with new connectivity-concepts which are in line with our brands
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A Business Case; WALT DISNEY WORLD
!
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A start of a Magical journey
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The Disney Brand
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Disney on Branding
Having a brand means having a clear proposition in the market, so that people know where you stand for. That identity can make you stand out in markets that are increasingly cluttered as companies around the globe compete for the same customer base. You need to have people who know who you are and that is having a brand. Part and parcel to that is having customer relationships. Having people who come to your brand and who you go back to because you know them and they know you. Sustaining building those customer relationships overtime can give you a huge competitive advantage.
Matt Ryan - Senior Vice President Brand Management Disney
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Vision statement
Walt Disney World will always be dedicated to making dreams come true. In this magical world, fantasy is real and reality is fantastic. A wonderful sense of community awaits where all are greeted as welcome guests who become cherished friends. For all who work and play here, Walt Disney World will be a source of joy and inspiration.
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Essence statement
Walt Disney World is a magical passage into a world of fantasy and adventure. Here we can wish upon a star, experience the impossible and bring our dreams to life. Together, treasured friends discover a wonderland that dazzles, delights, and renews through all the seasons of a lifetime.
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Mission statement
Our mission is to honour our heritage and continually reinvent Walt Disney World. “Disneyland will never be complete. It will continue to grow as long as there is imagination left in this world”
Walt Disney
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Brand Values
Honesty We deal with each other in a sincere and straightforward manner
Integrity We act in a manner consistent with words and beliefs
Respect We treat others with care and consideration
Courage We pursue our beliefs and perseverance
Openness We share information freely
Diversity We respect, appreciate and value everyone (R.A.V.E.)
Balance We strive for stability and vitality in our lives
“When values are clear decisions are easy”
Roy Disney
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Disney’s brand promise; Creating happiness
!
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Brandpromise = Creating Happiness
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Remember; You CANNOT fulfill a purpose
You cannot create happiness, but you can create the circumstances in which happiness can occur
Chip Conley (Joie de Vivre)
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At Walt Disney World happiness is found in personal transformations
!
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Transformations have always been at the core of Disney’s purpose
!
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Cinderella http://www.youtube.com/watch?v=xFKN_dz8YBE
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Pinocchio http://www.youtube.com/watch?v=tefyCG5Yftk
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The Little Mermaid http://www.youtube.com/watch?v=2BZp2dxpwF8
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Princess and the frog http://www.youtube.com/watch?v=10Phb-uDdx8
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Beauty and the Beast http://www.youtube.com/watch?v=ms05La1pDIU
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How does Disney know that an experience innovation is in line with their Brand?
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Disney Brandweb
Via Tom Wolbers (Senior Vice President Disney Cruise Lines)
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Disney Brandweb
7 Dimensions 21 Questions Minimum score of 17
Experience; Is our experience innovation unique? 1. Is our innovation an immersive experience which
relates to all senses? 2. Does our experience innovation bring joy to families? 3. Is our experience innovation a Disney creation?
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Key learning element; A deep emphasis on STORYTELLING
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Promise Delivery
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Disney’s business model; Great leadership -> Cast excellence -> Guest satisfaction -> Business results
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Disney’s business model; People -> People -> People -> Business results
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Three delivery systems
People Setting Processes of interaction
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People
Traditions will transform daily routines into daily rituals
Growing a service culture
Cast the right people
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Train them right
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Define behaviour in terms of how you want to interact with your guests
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Learn from them (You said – We Listened)
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Provide them with the right information (Tell-A-Cast)
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Reward the right brand behaviour
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Help them to start interacting
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Realize that every role is a starring role
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Put them in your guest’s shoes
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Three delivery systems
People Setting Processes of interaction
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A gateway to…
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Another world!
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Design high touch areas – Turtle Talk with Crush
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Interactive queue at The Haunted Mansion
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Character meetings
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Design high show areas
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Hidden Mickey’s – It’s in the details
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Bring characters to life - Animatronics
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Design high tech areas - Utilidor
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Command and control centre
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Embrace virtual reality
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And other Mobile opportunities
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Such as Gamification with Gowalla
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Three delivery systems
People Setting Processes of interaction
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Disney Magic is found within interaction
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Cast – Guest interaction
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Character – Guest interaction
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Setting – Guest interaction
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Guest - Guest interaction
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Family interaction
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Community interaction – Fans
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Community interaction – Moms
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Community interaction – Families
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Community interaction – Voluntears
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Magical Moments can happen anytime, anywhere! (Contextual)
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Some of them are cleverly designed
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Magical Moment; Guest of the day programs
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Magical Moment; Honorary roles in shows
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Magical Moment; Honorary roles in attractions
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Magical Moment; Honorary badges, buttons and certificates
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Magical Moment; Hands-on activities unique to the location
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Magical Moment; Special games and activities for children
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Yet most of them happen because Castmembers know how to listen and know how to use their creativity to exceed your expectations! (take 5’s)
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Rescue of Chilean Miners
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A celebration of Life
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Magical Moment; Riding Cinderella’s horse
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Celebrating a Birthday
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Celebrating a First visit
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A big fan of Tinkerbell
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Instant Guest Assistance
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And immediate service recovery
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Newly weds
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Have a magical day Maggie
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What time does the 3:00 o’clock parade start is NOT a question about time
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Every character has a story to share
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Imagine you were Matt, Allan or Danielle… What would you say to Maggie or the big Tinkerbell fan?
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Promise Delivery An extended view
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Themes and events help to continuously reinforce the Disney Brand
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Mickey’s not so scary Halloween party
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Mickey’s very merry Christmas party
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Cheerleading and Dance Worlds Championship
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Walt Disney World Marathon
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As do new rides, shows, updates and new technical innovations
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New ride - Ariel’s adventure
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New show/ parade - Soundsational
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An old ride
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A new movie
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An updated ride
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Extended Experiences - Transformational
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Extended Experiences - Memorable
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Technical Innovation 1.0 - Fountainshow
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Technical Innovation 2.0 - Fountainshow
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Technical Innovation 3.0 - Fountainshow
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Conclusion; A branded customer experience started with Disney
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And ever since all of Disney’s innovations and aspects of design are there to support human interaction
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What’s your focus?
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Till next time!
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The art of moving people Raising the bar of Customer Experience (Inspired by Disney)
Rob van Vlokhoven Twitter; @robvanvlokhoven