Decoding Disney’s NPS Insights and Its Impact on Customer Retention

Huge castles, mouth-dropping rides, joyful cartoon characters, a grand parade, and a brightly lit evening of fireworks – all of it makes every moment at Disney World Parks worthwhile. 

But how do they manage to give such a wonderful experience every time? Well, they truly take care of customers’ needs by delivering what they expect. As their evocative tagline says: Where dreams come true. And now it is The Most Magical Place on Earth. They indeed offer a magical experience. They ensure to give personalized experiences to each person so that they revisit them and share their wonderful experience with friends. This repeat business and increase in positive word of mouth marketing drives Disney’s business. 

And to measure how loyal these customers are, they use Net Promoter Score (NPS).

But what is Disney NPS, and what are the factors contributing to enhancing customer experience that makes millions of people visit these world parks? 

What is Disney NPS?

Disney NPS is 38, having 60% of Promoters, 18% of Passives, and 22% of Detractors. Being a global brand having such a great score highlights that their customers are real fans. 

Securing 13th rank globally in the media and entertainment industry is also compelling. 

But how does Disney keep their score so high? 

Well, this impressive NPS is nexus to the everlasting reputation for delivering delightful customer experiences and exceeding their expectations. They constantly focus on tailored customer service to create memorable experiences for each visitor. Not just that but multiple factors are helping in increasing their NPS score. Let’s have a glance at them here. 

Factors Contributing to Disney’s High NPS

Here are the 6 key factors that are contributing to Disney’s rising NPS score: 

1. Deliver Exemplary Customer Service

Disney always gives great customer service because they have set the purpose of all employees. They give 6 months of training to their new employees to make them understand their goal of – making customers happy. With this training, they are responsible for making effective decisions to serve their customers best and make their experience better. Also, Disney has 4 key basics that each employee has to take care of. They have to 

• ensure their guests are safe. 
• be courteous and respectful to all guests
• stay in character and be happy every time. 
• use time and resources efficiently.

With these services, they offer exceptional customer service constantly.

Gauge your employee satisfaction and performance by customizing SurveySensum’s readymade pulse survey template for free.

2. Magical Experiences with Technology

One of my colleagues, Glordiya, recently visited the Walt Disney World Resort in Orlando and she shared her experience of wearable MagicBands. These bands are used for almost everything – room keys, park tickets, FastPasses for rides, and even payment methods for food and merchandise. Also, she could easily customize it to her personal preferences by changing colors and choosing her favorite Disney character.  

This is how Disney is leveraging technology to curate simplified and personalized customer experiences. 

3. Commitment to Give Quality Consistently

Did you know each team member of Disney from Snow White to the caretaker is trained to pick up trash if they see it? 

Disney trains their employees to be always helpful, happy, and friendly. From backstage areas at the Magic Kingdom equipped with mirrors to replacing free-fallen ice cream for kids, these small gestures reflect kindness and sow the seeds of growing customer loyalty and satisfaction towards Disney.

4. Keep it Upgraded

If you have visited Disneyland parks then you know The Haunted Mansion is one of the classic rides. Since 1969, it has been in operation. And despite its age, Disney continuously upgrades and maintains the ride, because customers enjoy it. They want to keep it running for future generations to see and experience. 

5. Foster Genuine Emotional Connections

Seeing a parade where all your childhood cartoon characters are performing and waving at you takes you back to your childhood – making you nostalgic. Well, these are the moments that you capture while visiting Disney World parks. 

With the storytelling methodology, childhood memories, and immersive environments, Disney creates such beautiful experiences. This evokes emotions of love, happiness, and nostalgia that resonate with the brand. By making your once-in-a-while experience worth it, they create a promoter who can potentially become a brand advocate. 

6. WOW Impact of Disney Characters and Branding

To make your experience unique and memorable, Disney allows you to interact with your favorite cartoon characters like Mickey Mouse, and Donald Duck for REAL. You can dress up like them, eat lunch together, click pictures, and more – making your experience great and urging you to share your stories with your friends and family.

The presence of these characters in parades, meet-and-greets, and attractions enhances the overall customer experience. Also, this brand recognition and strong love highlight that everyone loves Disney from the older to the younger generation.

All these factors help Disney create a magical and exceptional experience that increases customer retention and recommendations of the parks to others. Now let’s look at the competitors of Disney along with their NPS. 

Comparing Disney’s NPS with Competitors

Disney NPS score is 38, whereas its industry average score is 32. This shows how much customers love and recommend Disney. Here are the competitors of Disney with their NPS scores: 

• The Walt Disney Company NPS: 38
• NBCUniversal NPS: 21
• CBS Interactive NPS: 19
• Warner Media NPS: 16
• Six Flags NPS: 12

While some of these companies have pretty decent NPS scores, however, they still haven’t achieved what Disney NPS score 2023 has. Disney’s NPS is high because they genuinely give a delightful customer experience. They ensure their guests are satisfied and happy leaving the world’s stress at bay. This makes Disney the best choice for many visitors like you and me to enjoy our leisure vacation! 

And it’s a Wrap!

The way Disney approaches making exceptional customer experience is something to take away from this blog. Making customers happy, delivering what customers want, and reliving their childhood days are what Disney offers to each visiting guest. They have ingrained how to make customers happy and satisfied in Disney’s employees. This leads to enhanced customer lifetime value. 

To keep themselves updated and well-maintained they launch NPS surveys regularly.  You will find their team with an iPad to constantly take your feedback while you’re still witnessing the magic of Disney and to answer your queries – making your experience hassle-free and memorable. You must implement any of these key factors that resonate with your business and regularly conduct feedback to stay updated with evolving customer trends and increase customer loyalty.