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MIS5102: Process Improvement and Innovation

Just another Master of Science – Digital Innovation in Marketing site

Fox School of Business

Unlocking the Magic of Processes with Disney

June 7, 2018 By Christine May 6 Comments

Last night in our breakout session, a group member brought up that she has an upcoming trip to Disney. We all started chiming in with our own associations with Disney. And the more I thought about it, the more I realized that Disney is the king of continual process improvement. If you haven’t been on a Disney vacation in the past few years, then you may not be familiar with Disney’s MagicBands.

What is a MagicBand you ask?

Photo credit: Walt Disney World (Matt Stroshane, photographer)

Disney has eloquently defined MagicBands as:

Your Key to a More Carefree Visit

MagicBands and cards are secure all-in-one devices that allow you to effortlessly access the plans and vacation choices that you’ve made with My Disney Experience.

MagicBands are colorful, waterproof wristbands—resembling a watch or bracelet—that you can quickly and easily touch to a sensor called a touch point. Cards work in a similar fashion, but physically resemble a plastic credit card or driver’s license. Both MagicBands and cards allow you to travel lighter throughout your vacation.

You can use your MagicBand or card to:

  • Unlock the door of your Disney Resort hotel room.
  • Enter theme and water parks (with valid admission).
  • Check in at FastPass+ entrances.
  • Connect Disney PhotoPass images to your account.
  • Charge food and merchandise purchases to your Disney Resort hotel room (only available during your hotel stay).

This one small band just improved numerous pain points for guests and probably has even more customer journeys and process maps to understand the complexity of how it all works. Disney continues to innovate and design their processes to make guests have more personal experiences. The technology is impressive (hence the “magic”), as the bands double as the park ticket, room key, Fastpass+ reservation, credit card, and much more. The idea behind them is to make all aspects of your Disney vacation as seamless as possible. No wonder its called the Happiest Place on Earth. I wonder what this process map looks like 🙂
Feel free to share other companies that you think are also continually improving processes.
Cited: From https://disneyworld.disney.go.com/plan/my-disney-experience/bands-cards/

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Filed Under: Uncategorized Tagged With: Business Process Improvement, Customer Journey

Reader Interactions

Comments

  1. Brian Ravenna says

    June 8, 2018 at 1:06 pm

    Having just been to Disney a few months ago, I absolutely agree that they really are improving pain points for all customers. The Fast-Pass, in my opinion, is a game changer when it comes to waiting in line. My family and I flew past hundreds of people waiting for 2+ hours to get onto Avatar. While the bracelet doesn’t exactly get you right on the ride, it bypasses a vast majority of the line.

    Reply
  2. Kiersten Shank says

    June 9, 2018 at 11:16 am

    I LOVE this Christine. I am going to Disney with my partner in October, over Halloween week, and in planning our vacation he was stunned that it’s basically all done for you. I called, I said this was what I wanted time wise and price wise and they gave me suggestions and made me aware of the current promotions going on. He was like okay great “what do we do next”, and the woman said now you just have to pick your dinners from your dining plan, and fast passes when they become available 30 days prior to your trip. That was literally it. Their processes are so automatic it’s unbelievable. Anyway, back to your point haha, I think that Instant cart, which I use often, is doing this exceptionally well. I pick what I want, and then I have it delivered to my door during a certain time. They charge me for what the actual cost is after the food is delivered, and during the shopping process if there are any changes (such as an item being out of stock), the person texts me to let me know what they can replace it with and is that okay. This is the most seem-less shopping experience I have had since Amazon!

    Reply
  3. Stephanie says

    June 9, 2018 at 12:41 pm

    Hi Christine,
    As soon as I saw the title of your post, I was elated with joy. I went to Disney a few years back with my son and to this day I tell people that Disney is like a little city or a well oil machined, because the process is really so seamless. We did not have the band we had the cards, but they worked relatively the same way. The fast pass is essential because it saves you so much time. For the amount you pay to get in there, I would expect nothing less. It really does free up the aggravation and it allows your to plan your itinerary with more efficiency.

    Reply
  4. Steven Sclarow says

    June 11, 2018 at 6:34 pm

    Disney’s Magic Band certainly enhances the customer experience and is a great example of using RFID technology. This is a great follow-up to our conversation about Amazon Go and process integration. How many of the parks processes do think were impacted by the bands? Here’s another article that you might enjoy: https://www.wired.com/2015/03/disney-magicband/

    Reply
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    January 4, 2022 at 2:12 am

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    Reply
  6. dorama vip says

    January 28, 2022 at 3:25 pm

    thanks for posting such a unique article
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    Reply

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