Summary
Disney Parks and Resorts generated millions of customer contacts annually, but struggled to develop the individual-level insights necessary to deliver personalized visitor experiences. As a result, Disney replaced its ineffective CRM program with a strategy of building on existing customer touchpoints to capture individual insights. By operating a customer-centric technology infrastructure that incorporates experience management tools and captures rich behavioral data about customers, Disney has cultivated deeper customer relationships that measurably drive revenue growth.
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