The MagicBand has been a highly successful wearable technology that has positively enhanced the customer experience. Disney pioneered this technology for use at its properties worldwide, most notably at its theme parks. MagicBands are worn on a guest’s wrist and use radio frequency identification (RFID) to allow guests to make purchases, access hotel rooms, and enjoy an enhanced theme park experience through interactions unlocked by the guest’s MagicBand.
While these uses are centered around creating a positive customer experience while on Disney properties, MagicBand’s have also granted Disney access to an incredible amount of previously untapped guest data. This data includes every aspect of the guest’s stay, including linked guests in their party and all location and purchasing data. Disney leverages this data to allocate resources in the park, such as streamlining traffic in guest areas and positioning cast and crew members. MagicBands are also used to create personalized experiences for guests on the property, such as displaying a guest’s name while on a ride or having cast and crew members provide real-time greetings, like happy birthday as check in to reservations.
The recent struggles of Genie+ are a good example of Disney failing to properly utilize guest data. Guests were left feeling unsatisfied and even exploited, as the app was expensive, hard to use, and did not deliver as promised. Reservations on the app were scarce and not guaranteed, even when confirmed. Additionally, guests were unable to get refunds or alternative reservation times when the app compromised their park experience. Genie+ also provided a glimpse into the amount of data Disney tracked on each guest. This contributed to customer dissatisfaction and increased distrust regarding the amount of data mining conducted by Disney, as the benefit of exchanging privacy for customer experience was not realized.
This emphasizes that data mining through tools like MagicBands is tolerated as long as consumers feel as though there is a clear benefit. Disney needs to surprise and delight guests throughout the properties with personalized, positive customer experiences. This could be through services, such as timing guest dining with ride times, or experiences, such as providing immersive experiences utilizing individual customer data or delivering highly personalized and engaging experiences. Using data in this way will have the dual benefit of delivering a positive customer experience and increasing trust in the Disney brand, as guests will see the value of the wearable technologies and the data they provide through streamlined and personalized services and experiences on Disney properties.