The Total Brand Experience

Disney is the master of experience. From the first click to the last day at the park, they grew from an animation studio into a worldwide corporation that has redefined exactly how we think of omnichannel experiences. Year after year after year, they underline just how crucial it is to keep customers engaged no matter where they are doing business with the mouse.

The Omnichannel

disneylandIn its most basic definition, an omnichannel is a multiple angle approach to a seamless experience for the customer as provided by the company. It’s a way that leads to continued engagement through the phone, website and in-person. Even so, that doesn’t mean constant engagement is always successful. There are a few stipulations that have to be followed to ensure the omnichannel experience works correctly.

Unification

Above all, the continued experiences have to be the exact same no matter the medium. Customers that go to a website expecting one thing and are greeted at the door with another will become confused, frustrated and even angry for being lied to. This is why some businesses are portrayed as a villain. Their website paints then out to be a company that cares about its customers, yet any customer that has ever tried to deal with customer service has been met with horrible service.

Disney, on the other hand, has every single channel perfected so that customers expect the same treatment no matter where they run into Disney. Including color schemes, verbiage, content and ease of use, the Disney experience is immersive from start to finish.

Tiers

Once everything sends the same message, the next step is layers of interaction based on how in-depth the customer goes with the company. While remaining unified, each tier builds upon the last one creating a magical journey and rides that delights them with consistency and trust as they become newly converted fans of the brand. Such a technique is what turns a passing customer experience into a lifelong relationship.

Walt Disney said it best, “Do what you do so well that they will want to see it again and bring their friends.” Technology has really allowed Disney to adapt to this even more rapidly.  Enter the Fast Pass, where customers now had control over how long they would have to wait for a ride, making the parks a bit more enjoyable. Hotels began upgrading, becoming themed. Hotel guests were treated to special perks and transportation. Now, they have Magic Bands – a tool that has cemented Disney’s success for the next few generations.

This virtually indestructible wristband contains park tickets, acts as a hotel keycard, works as a credit card, orders food and can be used to track a lost child should the worst happen. It also allows guests to choose their fast passes for the day. In short, it has further taken what would otherwise have been a stressful trip and made it easier than ever to enjoy the parks themselves. Customers can literally forget about their responsibilities because all symbols of responsibility – hotel keys, driver’s licenses, credit cards – can now be left locked up in the hotel room. It’s a stroke of brilliance that has proven just how business changing total omnichannel experiences are.

Harnessing Greatness

As a smaller business, the task can seem daunting, but it’s not impossible. Like all things in life, it’s simply one foot in front of the other. Do what you can now and then expand outward. First, you’ll need to determine what experience you want your users to have and how you want them to be treated during the experience. This concept has to be crystal clear in order to be expanded upon successfully.

  • How do you want people to feel when the do business with you?
  • What does the journey look like as they consider you, do business with you and then refer friends to you?

Once determined, decide where you want to start. Will it be in-house with customer service or online where the majority of your audience comes from? Keep on top of customer feedback as either warning flags or signs of success. Following this, continue expanding outward until your brand is recognized and respected for its impossibly seamless omnichannel approach to the customer experience.