Improving Customer Flow
April 24, 2012 by Jeff James, Vice President & General Manager, 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.
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