Back on a customer strategy with formidable efficiency: playing on all channels, the universe of the brand continues in digital to capture, engage and retain ever more new customers. Fabien Fouqueray, Customer Relations and Data Director at Disneyland Paris, ambassador of “seamless, effortless, personalized”. fabien fouqueray The group's strategy is based on three ideas, which are all part of the optimization of the customer experience. In his words: Seamless, Effortless, Personalized.
These three concepts - including Homogeneity, Ease, Personalization - are at the heart of all the strategies developed by the group, from the management of the application fax list to that of the 17 versions of the site in 8 different languages which each day welcome between 120,000 and 150 000 visitors. "Seamless" for a fluid course adapted to each profile At the heart of the digital age, our interactions on the Internet tend to develop, and the habits of Internet users differ according to profile. Disneyland's "seamless" strategy is similar to an omnichannel strategy, which aims to make switching from one device to another very simple - from the application to the website, then to the chat and the call center for example - to allow the user to easily switch from one device to another, whatever their use. "Effortless", meeting customer needs as closely as possible.
By thus seeking to minimize the efforts – “effortless” – of Internet users and mobile users, the information is just a click away, the user journey being facilitated, and answering the questions of the Internet user even before he asks them ( What is the next step? What to do next? How do I prepare for my arrival?). “Personalized”, a personalized course for each profile His information is also recorded only once, and is available regardless of the channel on which he navigates: thanks to this information, Disneyland can also offer each user a personalized journey (“personalized”) according to his profile.