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Improving Customer Flow

April 24, 2012 by Stephen O'Neil, Marketing Associate, Disney Institute

What is the most frequent complaint heard in the theme park industry? You probably guessed it, “These lines are too long!” Walt Disney has been addressing this issue since Disneyland’s opening day and while lines are likely to be a long-lived reality, there are ways to ease the anxiety. Consider the following:


- Optimizing the operation of the product and service processes: This means delivering new methods of managing your assets in a way that minimizes waits. Perhaps this means giving your customers earlier or later access to your facility or maybe it is extending access on a selective basis to your best customers. Regardless of your decision, reducing flow at peak times will enable a better experience for the end users.

- Optimizing guest flow: This is the way in which you enable your customers to better manage their movements themselves. Give your customers the gift of time by helping them make decisions up front, before they are caught in a wait. An example of this is the tip board located in every park, which gives guests an estimated wait time for all major attractions.

- Optimizing the queue experience: At some point avoiding a queue altogether becomes unrealistic. Keep the wait pleasant and manageable by staying under the maximum estimated wait time and using the opportunity to educate, inform and entertain your customers.





Posted in Quality Service | Tagged Customer Service Techniques, Customer Experience Improvement, Creativity in Business, Walt Disney | 1 Comments


1 Responses to Improving Customer Flow

  • Mary Ellen says:

    on April 24, 2012

    I appreciate and completely agree with the concepts here : you do what you can to alleviate the issue, and when that's not possible, taking just a little bit of time up front to inform customers can alleviate a lot of unhappy feelings. This is true whether your customer is in line for an awesome ride, or just waiting on the phone in silence as you wait for your data base info to load. LOVE reading this blog on FB, and looking forward to more.


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