If you to imagine how the world will look in just a few years, once our cell phones become the keepers of both our money and identity, skip Silicon Valley and book a ticket to Orlando. Go to Disney World. Then, reserve a meal at a restaurant called Be Our Guest, using the Disney World app to order your food in advance.
Wired magazine just released a fantastic article on how Disney has invested over $1 billion on individual wristbands for their guests. The wearables market has exploded in the past couple of months and took another giant leap forward with the second iWatch event last week.
It is a great piece that ties together the two sides to a new technology argument – tracking for results a that are accepted and freak people out. I agree that if it works it is accepted.
“No matter how often we say we’re creeped out by technology, we tend to acclimate quickly if it delivers what we want before we want it. This is particularly true of context-aware technology”
From all reports the guys at Disney have really through this through and have taken care of every aspect of the experience, but the underlying principle is that they have thought about this from the customer experience up. At each and every ‘touch point’ they have thought through what would the customer what to happen here?
“It’s amazing how much friction Disney has engineered away: There’s no need to rent a car or waste time at the baggage carousel. You don’t need to carry cash, because the MagicBand is linked to your credit card. You don’t need to wait in long lines. You don’t even have to go to the trouble of taking out your wallet.”
The amount of data they are tracking must be astronomical, but what a wealth of knowledge they are gaining on their customers needs, desires and trends to better optimise customer experiences.
Creating a unique and fluid customer experience that engages your customers needs is always a great strategy no matter what you are designing or selling. The real strength in Disney’s approach is their ability to mine the data to find the elements that their customers love and hate and address those needs….and probably in close to real time in the near future.
Read the full article here