Surprising & delighting customers in Disneyland Paris
22 April 2024
Once upon a time… there was an 8-year-old young lady who dreamed of a princess-style stay and dining in a real castle. Luckily for her, her godmother is not only a customer experience fanatic but also a huge Disney fan. And yes, that is certainly also due to the love for the customer experience profession that Disney embodies. Sometimes I dare to surprise clients with such a field trip, but this time I took my godchild and BFF along—a very critical audience!
A fairy tale about managing, fulfilling, and exceeding customer expectations
Disney is the prime example when it comes to customer experience. That is nice, but it also implies that the bar is always set high. To give you an insight into our customer experience, I describe below, for each major phase, what we perceived as good and less good.
Phase 1: From booking to arrival
Let me start right away with a point of criticism: I am not a big fan of the online booking process. The website has so many options and bells and whistles that it is unclear exactly what you can book and when. That being said, once booked, you do get a clear picture of extra services and special offers through various emails. Also impressive: Disney notifies you in advance which attractions are under maintenance during your visit, thereby managing customer expectations.
So far so good. The TGV trip from Brussels also went flawlessly, and the signage from the exit to the express check-in desk in the station is spot on. For the first time at this stage, I was truly impressed by the man who welcomed us at the express check-in. With exceptional flair, enthusiasm, and genuine helpfulness, he took the time to explain everything and even added a touch of magic (in the form of a magic trick) to the first real physical touchpoint. Smooth processing and one bouncing godchild later, we were able to start our journey towards the park.
Phase 2: Discovering the parks
As far as I'm concerned, Disney delivers here time and time again: the parks are spotless, the staff are always friendly and helpful, and magic lurks around every corner. It was particularly moving to see this place through a child's eyes again for the first time. You start noticing things again that you actually no longer considered special, which is very nice. From the parade at the opening to a Winnie the Pooh hug moment, it was pure enjoyment throughout.
For this trip, I also booked several dinners in advance, including a time to have lunch with the princesses. Here, I noticed an area for improvement regarding timing. A wait of more than 30 minutes for people with small children is really too long, and the waiting area also looks a bit dreary by Disney standards. A few extra chairs for the waiting pregnant ladies wouldn't cost much either…
The experience itself, however, is excellent, as both the food and the princesses themselves were phenomenal. It is clear that at Disney, they know very well how to surprise customers and keep them captivated.
We also noticed, by the way, that the food in the parks has improved in terms of variety and quality. Lots of fresh produce, lots of vegetables, and many healthy options. Now they just need to open the coffee stands a bit earlier in the morning. 
Phase 3: Cocktails, dinner and overnight stay
The real surprise for us was the renovated Disneyland hotel. Yes, it is luxurious and brand new, the rooms are spacious and comfortable, and naturally it exudes grandeur, but that didn't make the experience.
The child-sized reception, including a fairytale book introducing the hotel… A bullseye. Especially when every staff member bowed as our 8-year-old Princess Belle passed by. And what about the Fleur de Lys cocktail bar, where children's mocktails are served on a silver platter with gloves and a cloud of house fragrance? It is in one of these hundreds of small details that Disney makes the difference and justifies the price. Training people to focus on customer experience at this level simply takes time and money.
Phase 4: What stuck a few months later?
Honestly? Mostly the whole picture. It had been a long time since I last visited the park truly as a 'guest'. My finest moment was the evening dinner at the hotel. Beautiful rooms, exceptionally attentive staff, but above all, Goofy, Minnie, and Mickey taking their time to entertain the guests present. Not a quick photo or two, but dancing and cracking jokes with the crew and dinner guests. At that moment, you could really feel the “be our guest” principle come to life. Additionally, I was impressed by how many steps they take in effortless customer experience. Granted, you often pay extra for it, but they really do it well. From dropping off suitcases to instant fast-passes for a specific attraction, it just works well. Surprising your customers is one thing; ensuring they still think back to their visit with a smile months later—that, for me, is the real art of customer experience.
Finally: 3 Disney principles that you too can apply to surprising customers
Are you thinking, "That’s all well and good, but how can I, as an SME, actually do something with this?" Get started with these 3 immediately applicable principles.
The customer journey as the basis for everything
Although the principle of surprising customers often feels like something ad hoc, Disney knows all too well what they do and when. Why? Because they have mapped out their customer journey well. They know exactly what their guests experience at every moment and what their wow moments are. And they cleverly capitalize on that.
To-do for your organization: Map out your customer journey!
Freedom to act at discretion
“You got to show the cast members (Disney language for employees, SB) what the dance floor is and you got to play the music. But don't tell them how to dance.”
It is one of the Disney principles regarding guest relations. Simply put: teach people what you mean by hospitality, customer focus, and customer experience, but leave the 'how' to them.
To do for your organization: Take a moment to assess where you stand. Too many or too few processes? And are those processes designed so that your employees have the room to deviate where necessary, or not? Do your people know the big picture, or are you still focusing too much on measurable details?
Investing in culture and education always pays off.
At Disney, every employee receives 5 (!) full days of onboarding before taking their first step into the workplace. Now, I am well aware that this is not feasible for all companies, but surely more than just an welcome brochure and login codes is advisable.
To do for your organization: Do you have a clear explanation regarding culture, values, and experience tailored to new employees? And if so, how do you convey that message? Test in advance the extent to which your employees have mastered important skills such as customer-oriented communication. Or train your people to excel in this area.
The ultimate tip
Before you take a close look at your own business processes, a visit to Disneyland is highly recommended. Look around, let yourself be surprised and inspired, and get to work with full enthusiasm to raise the bar even higher. Be sure to bring a little prince or princess along, because the truth comes from the mouths of children. I bet those little critics will immediately spot the wow moments *and* the areas for improvement.
Do you want to surprise your customers but have no idea how?
No problem, because we are happy to brainstorm with you so that you can surprise your customers in a way that suits your organization. Shall we schedule a short brainstorming session?
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