In this study, we aim to study and evaluate the implementation of customer relationship management strategy in Hong Kong Disneyland. Hong Kong Disneyland is a famous international company over the world. It vision is to provide the quality service on the ceremony to customers and to provide them special unique experiences. We have conducted an interview with a supervisor of customer relationship management department of Hong Kong Disneyland concerning their special customer management strategy. For example, how it provides the best services to its guests and why it would succeed. At the final section of this report, we have also made some recommendations to them.
Customer segmentation and customer knowledge to refine marketing process It is generally that the Disneyland uses the behavioral patterns to segment its customers. According to the result of the segmentation, there are two types of customers can be defined.
Customers who visit one time only and will not visit again. They refers to the foreigner and Mainland visitors.
Customers who visit the park repeatedly, such as once or twice a year. It is not difficult to deduce that they are mainly local residents and annual passage users.
Concerning the customer knowledge is used by the firm to refine its marketing process, the fact that is the firm collects and analyzes the feedback which from the customers who visited the park so as to adjust the price of the tickets as well as to offer the premium to annual passage users.
Use of direct marketing
The firm has put lots of efforts on direct marketing. It uses various forms of direct marketing method to access the customers, for example, Web-based catalog, E-mail and Fax mail.
For Web-based catalog, the firm has placed it to its own website already. People who are interested to visit can buy the tickets through this catalog.
For Fax email, the firm sends mails to the travel agency directly. It offers attractive packages with discounts for the agency to take the customer coming to the park.
For Email, the firm sends the mail to the annual passes users so they can know the latest news, special offer and other massages.
Elements in creating value for customers
Disneyland is a fantasy world for customers to relax, there are many amusements rises and cartoon characters. They want to let customers feel that they are just like leaving the real reality and entering a dream world, have fun and feel pleasure there. In addition, they realize that customers are not paying money to buy the service, but to buy the things that can create value to satisfy their needs and meet expectation. So, Disneyland considers customer perceived value is very important. They try to serve every customer uniquely and create customer-unique value to them. Disneyland treat customer as individual, they deal with them with different approaches for every single customer. For example,
Measurement of customer satisfaction and loyalty
Customer’s feedback collected by Disneyland is through two ways, face-to-face interview survey at the exit gate and online survey. They will be asked some questions about the frequency visiting Disneyland and how they feel the tour. Web page is also set for visitors to send email and comment and give suggestion to Disneyland for further improvement.
According this survey, data are collected to measure the customer satisfaction, and their loyalty to the company. Also, some customers have bought annual passes; the company database would record their frequency visiting the park, so Disneyland can utilize the record and do measurement.
Frequency of conducting survey
Survey will be conducted daily by a specified team with visitors and tourists who are ready or planning to leave Disneyland. The team members are located in the entrance of the park and will pick some guests who are willing to do the survey. The survey will be performed in form of...
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