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thebadbatchness · 3 years ago

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Is Walt Disney World Still the Happiest Place on Earth?

My family and I are utterly addicted to Disney World. My parents live in Florida, and one year when the kids were younger, we decided to extend our Christmas vacation and visit Disney World. We left with a love of the Disney brand. Was everything perfect? Of course not. But Disney World did precisely what it set out to do with every guest, to make us brand loyalists. And we were sold.

I wasn't a stranger to Walt Disney World – I lived in Florida for a while, but once I got to be about 16, well, Disney wasn't "cool" to me anymore. But man, it was great to rediscover it once I had kids. And my husband and I both plan to, one day, go there without them (shhh, do NOT tell them that!)

So back in January 2021, while still in quarantine, we took a gamble and decided we needed something to look forward to. I missed seeing my family for Christmas last year, and this year we would add another Disney trip to the vacation. Having that excitement rush back to the family meant everything when we were all tired and desperate for any ray of hope in the middle of the pandemic.

Having worked in hospitality, I'm very aware of the pandemic's damage to the industry. A highly cultivated and curated brand like Disney takes time, dedication, and effort to build and maintain. It's made them the undisputed gold standard of hospitality. And Disney magic is an authentic, tangible thing for their guests and cast members.

See, you CAN see Disney magic!

But Disney is also a publicly-traded company with shareholders, and the past 20 months has not been kind to the theme park business. Their other ventures like Disney+ or their movie studio felt the pandemic crush or eeked out a profit. The pressure is on Disney, as it is for every brand in the hospitality and entertainment industry – they cannot afford another quarantine or another park closure.

Disney had to lay off tens of thousands of workers early on in the pandemic. I'm not sure what percentage they have been able to hire back since being fully operational, but it's probably a safe guess to say that there are many new cast members at the parks.

And the need for people to get out is surging, just as another variant has come along. I say all this because I get it. The pressure from the public, shareholders, and virtually everywhere for Walt Disney World is almost beyond comprehension. And it is Disney World's 50th Anniversary to boot.

It is a gorgeous view!

But as a marketer, the brand is showing signs of cracking.

Our trip was good, basically ok.

OK?! For Disney World should be a red flag. That means we might consider Universal Studios next time around or keep it local for our next trip.

Two smaller events made me concerned about the state of the parks and the training or positivity of the cast members.

One great thing about Disney is you can return anything, no questions asked. Like anywhere. I could buy a mug in Disney Springs and return it at Epcot. No issue.

I purchased a 50th Anniversary pair of Minnie Ears for the higher price of regular Minnie Ears, and a few hours later, the glue that held on the part of the ears came off. My husband said to go back to the Emporium and exchange them. I met a cast member who said, sure, no problem. Through the store, I saw a different pair of ears (that cost less) and said, "Can I just get those instead?" "Sure," was the reply, "We'll just need to get a manager." Great.

She brought me to a cashier and left. The cashier said, "Can I have your receipt?"

"I don't have it," I replied.

"Well, I need the receipt to do a transaction like this."

Our Disney trip will forever be remembered in my family as the trip where we lost EVERYTHING. When I bought the ears, my kids got light-up Christmas bulb necklaces (see above), and I purchased the Mickey bag instead of a regular plastic one. When I went to get our Christmas ornament ordered, somehow we lost that bag. I went to Town Hall and everything to put a lost claim on it. That is where the receipt was, and I explained it to the cast member.

"I'm not sure I can help you with this if you don't have the receipt."

That is DISNEY POISON right there. The cast member unwittingly took our interaction down to a Dollar Store level discussion at the happiest place on earth.

He then realized he needed to get the manager, and everything was fine. But that moment stuck with me.

Ok, so no big deal. He is a young kid, and crazy Disney families have overrun him during the holidays. I get it.

The second incident cost us money.

Disney has implemented a system called Genie+, and within it, you can purchase "Lightning Lane" passes to go on specific rides. We were at Epcot and left Soarin', having purchased Lightning Lane passes for the family to go on the Frozen ride, equaling $40. In the Land pavilion, there is a ride, "Living With the Land," that takes guests behind the scenes to see how Disney is growing food and integrating technology to do it more sustainably and responsibly. It's a cute little 10-15 minute boat ride. We decided to use Genie+ to get right on the ride, approximately 45 minutes before our Frozen reservation.

Halfway through the boat ride, the boat stopped. The boat behind us hit us, and we had a domino effect. I'd say there were probably 50 of us or more stuck in the middle of the ride. The P.A. came on to announce to stay in the boat; it would be moving momentarily. After a few minutes of that, a cast member came out and asked us in the front boat if we could rock back and forth vigorously, as that may fix the logjam. We laughed and did it. The P.A. system blared, "do not get out of the boat and keep hands and feet in at all times." It repeated itself just enough times to be annoying to everyone stuck. Another cast member came out and then pushed our boat, then said to the first cast member, "Yeah, we're going to have to call maintenance."

Gaaaawwww.

The cast members didn't come back after that, and instead, they made announcements over the P.A. so loud to the point that none of us understood what they were saying anymore. All told, the people in the ride were stuck for about a half-hour.

At least the view was spectacular and if stuck forever, we would be able to feed ourselves.

When the boat started moving again, we realized that we would have to miss Frozen to make our dinner reservation ($25 per person for a no-show). That's ok, you adjust. I fully expected cast members to greet our boats when we came around with a "we are so sorry."

Instead, no one except the cast member who told us to get out of the boat was there. There was no sorry for the inconvenience. No nothing. I immediately popped out a tweet about being stuck there, and my fellow passengers liked the tweet.

As we ran to dinner, I looked for any cast member I could find who might have any authority. I spoke to one who was very nice, but she was not a manager. She told me where to talk to someone, but we had dinner, it started to rain, I got tired, etc. But I was still raving mad. Being the pain the ass I am, I wrote a note to customer service last week about the incident via email. So far, no response.

I get it. It is not the cast members' fault the ride broke or that my Minnie Ears were defective. I don't even expect that they understand the fine art of guest recovery, but plenty of managers at Disney know how to right wrongs. If you aren't guiding and empowering your frontline people to go above and beyond for the customer – especially in bad situations, you are risking ruining the foundation of your brand.

It's a lesson that I think any marketer should learn from – your brand is only as good as the person representing it one-on-one with the customer. The values of your organization must be well-known from the top down. It has to be heartfelt at every level and reinforced in positive ways. That is not an easy feat – not many brands are in that elite category. Disney is. And I hope they are aware of the problems (a quick look at Reddit, and I would think they are WELL aware) and are working on ways to make improvements. Last I heard, the average wait time to speak to a Disney representative on the phone is 9 hours.

The adage is that a satisfied customer will tell 1-2 people about their experience, but a dissatisfied customer will tell up to 10 people. Heck, I wrote a blog post about it. Take care of those who report to you – if they aren't inspired, work as hard as you can to get them to that point.

I still love Disney. I know we will be back. Hopefully, they will work out the post-pandemic kinks soon and not lose too many brand advocates in the process.

#branding #marketing #walt disney world #hospitality #disney #customer service #brand loyalty

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newtshirtcom · 5 years ago

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