The Disney Difference: Why No One Beats Disney in Customer Experience

Our family loves theme parks, and it’s been a joy watching our kids become thrill-ride junkies over the years.

Given our background, it’s no surprise that Disney parks hold a special place in our hearts. Both my parents built long careers there, my brother and I worked there too, and many of our family members have been part of Disney’s story. On top of that, we are annual pass holders and spend an unreasonable amount of time and money in the parks year after year.

  

But it’s not just Disney.  We love going to Universal Studios, Islands of Adventure, and SeaWorld too. We’re certainly lucky to live so close to these amazing parks.

Over the past year, we decided to venture out and we visited Carowinds in North Carolina and this past weekend we visited Six Flags Over Georgia to celebrate my son’s 8^th birthday. We have had a blast at each park and discovered some incredible thrill rides that we all enjoyed.

Still, as we left Carowinds and Six Flags, I never had the same thought in my mind that I (and millions of others) have when leaving Disney: “When can I come back?”

While I enjoyed the rides, once or twice was enough. There was nothing about the experience that made me eager to return.

For our kids, however, it’s a different story. They’d go back in a heartbeat. The rides were thrilling, and to them, that is all that matters at this point in their lives. And I recognize this sentiment holds true for many people of all ages. Affordable entry and fewer crowds make it a fun day out with friends and family.  But for many of us, a theme park experience has to offer more than just rides.

In a world that’s as competitive and commoditized as ours, I can find similar rides at theme parks almost anywhere. It is increasingly challenging to compete on price and product alone because there are so many options.

That’s what Disney figured out a long time ago. They knew they’d never be able to compete on rides all by themselves because there are so many options out there for thrill rides. Although other parks offer thrill rides that might be more intense, Disney World still consistently ranks as one of the top tourist destinations in the entire world.

And it comes down to the experience that Disney delivers. This is not to say that the experience at these other parks is bad because that’s not the case. Universal Studios comes the closest but there is a wide gap between Disney and the other parks I’ve mentioned previously.

Why Disney Stands Out from Other Theme Parks

1) The People: Disney Cast Members are Magic Makers

More often than not, Disney’s Cast Members are wonderful. This doesn’t mean they don’t have issues, because they do. I’m well aware that there are some that are just going through the motions but the overwhelming majority are doing everything they can to provide the best possible service. They understand that their role contributes to the overall Disney experience.

By contrast, in my observations at parks like Carowinds and Six Flags, the opposite was true. We encountered a couple of team members who were enthusiastic, helpful, and genuinely interested in assisting us. However, the majority appeared to be on autopilot and were just going through the motions. The interactions felt minimal, and there was no sense of connection. Most spent time talking with other co-workers as opposed to connecting with us.

It's no surprise that this is an area where Disney excels. They invest heavily in their Cast Members and this commitment to training is obvious in their interactions with the guests.

2) Consistent Knowledge Builds Trust

Disney Cast Members aren’t just friendly – they’re knowledgeable. They’re trained in everything from Disney trivia to park navigation and dining recommendations. This means that guests can rely on them for accurate information. Over the years they’ve installed several Guest Information stations throughout the parks to make sure they’re visible and available to assist with anything you might need.

And what I’ve come to appreciate is that the information they provide is likely to match what any other Cast Member would tell you. Instances when information contradicts what another Cast Member told you are quite rare.

What I have found at many other parks is that we could ask the same question to 10 different team members and receive 10 different answers. Often, their instructions directly contradicted what another team member had told us.

One example, in particular, drove our party crazy at Six Flags.        

We had a large group of about 13 people and we had purchased the “Flash Pass” to skip the lines. As we walked up to the “Flash Pass” line, the employee working out front told us that we needed to go around the corner and enter through the exit of the ride. This seemed strange considering she was standing at the Flash Pass line but we followed her instructions. It wasn’t a short walk either. It took almost 5 minutes to get to the ride exit as it required going up a long hill with several stairs.

For the kids, this wasn’t as bad as it was for us older folks and the grandparents in the group.

But when we got to the exit, the employee told us we weren’t allowed through that way. Now, there was no one waiting in line and we were only about 10 steps from being able to board the ride. But his team lead refused to let us pass, even after we explained that another team member had directed us to this entrance.

So, we made our way back to the front of the ride and the same team member who originally told us to go through the exit ignored us and offered no apologies when we told her they wouldn’t let us in through the exit.

We had all been looking forward to riding the “Superman” rollercoaster but by the time we got on the ride, we were all too frustrated to even enjoy it.

Adding to it, their “safety checks” prior to launching the ride left a lot to be desired and didn’t enhance our confidence as it took off. No one opted to ride that one again.

These experiences highlight a huge gap in training and communication. The poor safety checks and the incorrect information on how to enter the ride are more than an inconvenience – they disrupted the entire experience. And if these were the only issues, they might be overlooked. But when those become the norm, building a loyal following is next to impossible.

3) Immersive Storytelling Creates an Emotional Connection

One of Disney’s most defining qualities is its commitment to immersive storytelling. Every detail is meticulously planned out. Everything works together to pull the guests into the story. Even waiting in line becomes part of the experience.

This attention to detail and the level of immersion are big reasons why people remember their visits to Disney for years. It’s not just about the attractions, it’s about transporting guests to a place where fantasy and reality blend.

At many other parks, there are typically minor attempts at theming a ride or an area. The connections are rather flimsy and do little, if anything, to enhance the experience. The focus is almost entirely on the thrill itself.

And there’s nothing wrong with that if you are simply selling thrill rides. But the problem is that once that thrill is over, there’s not much that makes you feel as if you’ve experienced something unique or memorable.

The Disney experience becomes unforgettable because, on top of the excitement of their rides, they’ve created an emotional component that makes you feel like you are a part of something special.

Final Thoughts on the Disney Difference

While this is far from an exhaustive list of what makes Disney special, it was those three things that stood out to me during our visits to other parks over the past year. Sure, the rides were fun. But I can get those rides anywhere.

The Disney difference isn’t about just having fun rides. Yes, the rides need to be great. But they have mastered the art of creating a day (or a trip) where guests feel valued, entertained, and part of something bigger than themselves.

It’s because of this that they have built a massive loyal following of guests who are eager to return time and time again.

How to Apply Disney’s Magic to Your Own Business

Whether you own and operate a theme park, a retail store, a restaurant, or a consulting firm, there are lessons to be learned from Disney’s approach to service. Think about your customer’s journey through their lens of doing business with you. How can you make each interaction as seamless, enjoyable, and memorable as possible?

Once you’ve identified those touchpoints, now it’s time to make sure everyone in your organization is aligned. Invest in your people, train them to be consistent and engaged, and create an environment that invites customers to want to come back.

In the end, price and product are important, but it’s the experience that people value most.

About Snow & Associates, Inc.

At Snow & Associates, we specialize in guiding organizations to elevate their customer service standards, helping teams craft experiences that not only meet but exceed customer expectations, fostering loyalty and satisfaction. If you’re ready to embark on a transformative customer service journey, we’re here to help you every step of the way. You can reach out to us anytime at https://snowassociates.com/contact.

If you’d like to read more articles by Danny Snow, be sure to check out the following;

What are the Key Qualities of Good Customer Service? - https://snowassociates.com/blog/what-are-the-key-qualities-of-good-customer-service

How To Have Fun At Work: Practical Tips For A Happier Workplace – https://snowassociates.com/blog/how-to-have-fun-at-work-practical-tips-for-a-happier-workplace