{"id":665,"date":"2021-03-15T23:09:06","date_gmt":"2021-03-15T23:09:06","guid":{"rendered":"https:\/\/staging.tedtopping.com\/?page_id=665"},"modified":"2021-03-18T00:09:48","modified_gmt":"2021-03-18T00:09:48","slug":"benchmarking-disney-we-became-disney-cruise-customers-without-booking","status":"publish","type":"page","link":"https:\/\/staging.tedtopping.com\/index.php\/benchmarking-disney-we-became-disney-cruise-customers-without-booking\/","title":{"rendered":"Customers Without Booking"},"content":{"rendered":"

We Became Disney Cruise Customers Without Booking<\/h4>\n

With the 2011 cruise ship season wrapping up in Vancouver, British Columbia, my partner and I made one final visit to Port Metro Vancouver to witness the September 20 departure of the Disney Wonder<\/strong>.<\/p>\n

Our personal experience \u2013 coupled with the amazing emotional experience that we shared with literally hundreds of other people on the pier that afternoon \u2013 effectively made us Disney Cruise Line<\/strong> customers long before we had consciously thought seriously of booking a ticket.<\/p>\n

There are lessons here for any business that wants to sell something more than an undifferentiated commodity.<\/p>\n

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At Port Metro Vancouver, the Disney Wonder stands ready for its 2011 repositioning cruise from Vancouver to Los Angeles.<\/h6>\n

South for the Season<\/strong><\/p>\n

We had marked on our calendars well in advance. The Disney Wonder<\/strong> would depart at 5:00 pm for a five-night repositioning cruise that would take it from Vancouver to Los Angeles, with stops in Victoria, British Columbia and Ensenada, Mexico.<\/p>\n

This marked the end of Disney\u2019s first Alaska cruise ship season, but you would never know it from the appearance of the vessel. The Wonder<\/strong> literally sparkled in the sun after a week-long refit in Victoria that included work on the underwater hull, painting and maintenance on the ship\u2019s stabilizers and propellers, plus testing and maintenance of the ship\u2019s lifesaving equipment.<\/p>\n

Even as we arrived at the cruise ship terminal, Disney Cruise Ship cast members were spray-washing windows and metal surfaces at the bow, and touching up any imperfections in the white paint. We noted with interest that even while working in their yellow coveralls, these Disney cast members were wearing name tags.<\/p>\n

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Something more for Guests to discover: the scroll on the starboard side includes a wonderfully Hidden Mickey.<\/h6>\n

Floating Theme Park<\/strong><\/p>\n

In many ways, the Disney Wonder<\/strong> reminded us of a Disney theme park \u2013 a self-contained environment where\u00a0essentially everything except the weather is directed toward a Guest\u2019s fun, happiness and satisfaction.<\/p>\n

At a basic level, this plays out in the design elements of the ship. The bow includes an elaborate metal scroll that features Mickey Mouse as Steamboat Willie, the first Disney cartoon with a post-produced soundtrack. And, because Disney always<\/strong> leaves something more for Guests to discover, the scroll on the starboard side also includes Pluto, Mickey and Minnie on a Sea-Doo, and a wonderfully Hidden Mickey.<\/p>\n

Guests do not see these details while they are on the ship, but they certainly do as they go ashore and later return to the Wonder<\/strong> at every port of call.<\/p>\n

We noticed a second Hidden Mickey on this visit, too. It sits right beneath the ship\u2019s bell, fully visible from both the Bridge and the Guest Fitness Center one deck above.<\/p>\n

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The willingness of an adult to come out and play is an important part of the Disney customer experience. <\/h6>\n

Family-friendly Experience<\/strong><\/p>\n

Just by waking the length of the ship, we were able to get a sense for the kinds of people who were making this voyage: couples both young and old, and families with children.<\/p>\n

This mix of generations also reminded us of a Disney theme park, which means that the brand is consistent across its various offerings.<\/p>\n

Always ready to play when Mickey is around, we made a wordless connection with an on-board family that included two youngsters \u2013 both of whom were wearing appropriate Disney ear hats. Noticing our enthusiastic efforts to photograph the group, the parents helped their children to climb a little higher so that they could wave to us above the protective railing.<\/p>\n

The best part, however, was when the mother went into the cabin for a moment and returned wearing her own<\/strong> ear hat. That willingness of an adult to come out and play with complete strangers \u2013 with whom she will never even speak \u2013 is an important part of the Disney customer experience. We just knew that this family would be having fun together on the coming voyage.<\/p>\n

And while we were enjoying our ship-to-shore wave, we overhead a conversation between two burly out-of-town convention delegates: \u201cJust look at those spoiled brats,\u201d said the first electrical worker to his associate, with a twinkle in his eye. \u201cWhat are they<\/strong> doing on that cruise ship? They should be at school and we<\/strong> should be on it!\u201d<\/p>\n

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Disney Cruise Line cast members and associates gathered on the pier near the stern to sing a version of Jamaica Farewell.<\/h6>\n

Sad to Say You\u2019re on Your Way<\/strong><\/p>\n

This sailing of the Disney Wonder<\/strong> carried a certain overtone of sadness for people who were in the know.<\/p>\n

Even before starting that season of Alaska cruises with Vancouver as the home port, Disney announced that the Wonder<\/strong> would be sailing the following summer from Seattle, Washington. The rumored reasons behind this decision ranged from higher operating costs in Canada to higher airfares for American passengers wanting to take the cruise.<\/p>\n

Whatever the reason, Disney\u2019s decision to at least partially leave Vancouver behind in 2012 dulled the enthusiasm of some locals for this season \u2013 but you would not have known that from what we witnessed on the pier as the ship sailed.<\/p>\n

First, there was the visible enthusiasm of the Guests on the outer decks.<\/p>\n

But this was matched by the enthusiasm of perhaps 50 Disney Cruise Line cast members and associates who gathered on the pier near the stern. As the lines were cast off for the final time and the ship\u2019s whistle sounded the first seven notes of When You Wish Upon a Star<\/strong>, the group started to sing an altered version of Jamaica Farewell<\/strong>: \u201cSad to say you\u2019re on your way. Won\u2019t be back for many a day…\u201d<\/p>\n

Cast members on board the ship caught the spirit and waved back with a growing enthusiasm, some rushing for their cameras to capture the moment. Even Donald Duck appeared at the railing to join in the farewell.<\/p>\n

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Cast members caught the spirit and waved back with a growing enthusiasm, some rushing for their cameras.<\/h6>\n

While the emotional reaction of the cast was impressive, the reaction of that season\u2019s security team was actually very touching.<\/p>\n

At the end of the pier, three red Canadian K9 Detection trucks were parked in salute. Their owners and the trouble-sniffing dogs that had protected Disney\u2019s Guests all season stood in front of them. They had brought huge individual letters that formed the message: \u201cThanks, Disney.\u201d<\/p>\n

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The final departure of the 2011 season from scenic Vancouver.<\/h6>\n

When we, too, found ourselves sad to see the Disney Wonder<\/strong> leave, we understood that we had emotionally just become Disney Cruise Line<\/strong> customers without ever booking a cruise. The ship would be back in Vancouver next year, but just not as often. And when it was, we stopped by to renew the friendship.<\/p>\n

Now\u2026 let\u2019s discuss the ways that\u00a0you<\/strong> can apply this Disney benchmarking experience to increase the success of your<\/strong> business.<\/p>\n

Written and photographed by Ted Topping<\/h6>\n","protected":false},"excerpt":{"rendered":"

We Became Disney Cruise Customers Without Booking With the 2011 cruise ship season wrapping up in Vancouver, British Columbia, my partner and I made one final visit to Port Metro Vancouver to witness the September 20 departure of the Disney Wonder. Our personal experience \u2013 coupled with the amazing emotional experience that we shared with […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-665","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/staging.tedtopping.com\/index.php\/wp-json\/wp\/v2\/pages\/665","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/staging.tedtopping.com\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/staging.tedtopping.com\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/staging.tedtopping.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/staging.tedtopping.com\/index.php\/wp-json\/wp\/v2\/comments?post=665"}],"version-history":[{"count":20,"href":"https:\/\/staging.tedtopping.com\/index.php\/wp-json\/wp\/v2\/pages\/665\/revisions"}],"predecessor-version":[{"id":874,"href":"https:\/\/staging.tedtopping.com\/index.php\/wp-json\/wp\/v2\/pages\/665\/revisions\/874"}],"wp:attachment":[{"href":"https:\/\/staging.tedtopping.com\/index.php\/wp-json\/wp\/v2\/media?parent=665"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}