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Designing the New Disney Springs: How Place Impacts the Customer Experience

May 10, 2016 by Bruce Jones, Senior Programming Director, Disney Institute

What can be learned from those great grocery stores chains that have long used elements of physical place to shape their customer experience? Where everything from product location to shelf layout, packaging, store lighting, background music and signage are all intentionally designed to influence the customer’s perceptions and behaviors.

Defined as wherever your customer meets you, we have seen in some organizations that place can often be underestimated as a contributor to the customer experience. However, we continue to believe that the customer’s perception of the “where” is a significant contributor to their overall experience and, for us, can be summed up in two words: everything speaks.

In 2013, when Disney began the re-imagining of Downtown Disney in Florida into Disney Springs, certainly the concept of “place” was an important consideration in designing the Guest experience. Going far beyond the scope of a traditional retail expansion, the project not only includes the addition of new shops and restaurants, but also rich details, unique architecture and special touches that bring a unique story to life.

As the Disney Parks Blog recently shared on the subject of designing the new springs: “the story…immerses guests into the rich heritage and natural beauty of Florida through unique architecture, color schemes, horticulture and more. At the heart of Disney Springs is Town Center, featuring a bubbling spring…that represents not only the power and beauty of nature, but optimism and possibilities. More than a century ago, this spring attracted the first settlers and over time, the town of ‘Disney Springs’ grew around the spring…”

In the video below, Theron Skees, Executive Creative Director, Walt Disney Imagineering, talks about how much thought went in to the physical details to create the story at the heart of Disney Springs. According to Skees, the team is “committed to deliver something as authentic as possible.”


So, why, for example, are the various materials used to create the new body of water at Disney Springs given such attention?  As we’ve shared in past Talking Point posts, even small details can have a big impact, and our attention to detail lets guests know that they’re worth the effort.

As the Town Center portion of Disney Springs gets ready to debut on May 15, 2016, everything from the creation of authentic-looking waterways to a new Disney Springs water tower marking the entryway have been intentionally designed to deliver details that exceed our Guests’ expectations and positively impact the customer experience.

Think about it—what small details in your business or organization can you change or enhance to positively impact your customer experience?

We’d love to hear from you! 
Post your response below, or respond to us on Facebook or Twitter using Hashtag #DThinkBlog.


Disney Institute is ready to help you apply strategic rigor to your customer experience efforts - call us at 321.939.4600 or complete our Contact Form




Posted in Quality Service | Tagged Quality Service, Service, Customer Service, Customer Experience, Place, Disney Springs, Town Center, Bruce Jones, Theron Skees, Talking Point


Designing the New Disney Springs: How Place Impacts the Customer Experience

May 10, 2016 by Bruce Jones, Senior Programming Director, Disney Institute

What can be learned from those great grocery stores chains that have long used elements of physical place to shape their customer experience ...where everything from product location to shelf layout, packaging, store lighting, background music and signage are all intentionally designed to influence the customer’s perceptions and behaviors?

At Disney Institute, we define place as wherever your customer meets you. And, in our work training organizations and business professionals, we have observed in some other organizations that place can often be underestimated as a contributor to the customer experience. However, we continue to believe that the customer’s perception of the “where” is a significant contributor to their overall experience and, for us, can be summed up in two words: everything speaks.

In 2013, when Disney began the re-imagining of Downtown Disney in Florida into Disney Springs, certainly the concept of “place” was an important consideration in designing the Guest experience. Going far beyond the scope of a traditional retail expansion, the project not only includes the addition of new shops and restaurants, but also rich details, unique architecture and special touches that bring a unique story to life.

As the Disney Parks Blog recently shared on the subject of designing the new springs: “the story…immerses guests into the rich heritage and natural beauty of Florida through unique architecture, color schemes, horticulture and more. At the heart of Disney Springs is Town Center, featuring a bubbling spring…that represents not only the power and beauty of nature, but optimism and possibilities. More than a century ago, this spring attracted the first settlers and over time, the town of ‘Disney Springs’ grew around the spring…”

In the video below, Theron Skees, Executive Creative Director, Walt Disney Imagineering, talks about how much thought went in to the physical details to create the story at the heart of Disney Springs. According to Skees, the team is “committed to deliver something as authentic as possible.”



So, why, for example, are the various materials used to create the new body of water at Disney Springs given such attention?  As we’ve shared in past Talking Point posts, even small details can have a big impact, and our attention to detail lets guests know that they’re worth the effort.

As the Town Center portion of Disney Springs gets ready to debut on May 15, 2016, everything from the creation of authentic-looking waterways to a new Disney Springs water tower marking the entryway have been intentionally designed to deliver details that exceed our Guests’ expectations and positively impact the customer experience.

Think about it—what small details in your business or organization can you change or enhance to positively impact your customer experience?

We’d love to hear from you! 
Post your response below, or respond to us on Facebook or Twitter using Hashtag #DThinkBlog.


Disney Institute is ready to help you apply strategic rigor to your customer experience efforts - call us at 321.939.4600 or complete our Contact Form




Posted in Quality Service | Tagged Quality Service, Service, Customer Service, Customer Experience, Place, Disney Springs, Town Center, Bruce Jones, Theron Skees, Talking Point


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