Hong Kong Disneyland
1. Background
In this study, we aim to study and evaluate the implementation of customer relationship management strategy in Hong Kong Disneyland. Hong Kong Disneyland is a famous international company over the world. It vision is to provide the quality service on the ceremony to customers and to provide them special unique experiences.
We have conducted an interview with a supervisor of customer relationship management department of Hong Kong Disneyland concerning their special customer management strategy. For example, how it provides the best services to its guests and why it would succeed. At the final section of this report, we have also made some recommendations to them.
2. Customer segmentation and customer knowledge to refine marketing process
It is generally that the Disneyland uses the behavioral patterns to segment its customers. According to the result of the segmentation, there are two types of customers can be defined.
Customers who visit one time only and will not visit again. They refers to the foreigner and Mainland visitors.
Customers who visit the park repeatedly, such as once or twice a year. It is not difficult to deduce that they are mainly local residents and annual passage users.
Concerning the customer knowledge is used by the firm to refine its marketing process, the fact that is the firm collects and analyzes the feedback which from the customers who visited the park so as to adjust the price of the tickets as well as to offer the premium to annual passage users.
3. Use of direct marketing
The firm has put lots of efforts on direct marketing. It uses various forms of direct marketing method to access the customers, for example, Web-based catalog, E-mail and Fax mail.
For Web-based catalog, the firm has placed it to its own website already. People who are interested to visit can buy the tickets through this catalog.
For Fax email, the firm sends mails to the travel agency directly. It offers attractive packages with
In this study, we aim to study and evaluate the implementation of customer relationship management strategy in Hong Kong Disneyland. Hong Kong Disneyland is a famous international company over the world. It vision is to provide the quality service on the ceremony to customers and to provide them special unique experiences.
We have conducted an interview with a supervisor of customer relationship management department of Hong Kong Disneyland concerning their special customer management strategy. For example, how it provides the best services to its guests and why it would succeed. At the final section of this report, we have also made some recommendations to them.
2. Customer segmentation and customer knowledge to refine marketing process
It is generally that the Disneyland uses the behavioral patterns to segment its customers. According to the result of the segmentation, there are two types of customers can be defined.
Customers who visit one time only and will not visit again. They refers to the foreigner and Mainland visitors.
Customers who visit the park repeatedly, such as once or twice a year. It is not difficult to deduce that they are mainly local residents and annual passage users.
Concerning the customer knowledge is used by the firm to refine its marketing process, the fact that is the firm collects and analyzes the feedback which from the customers who visited the park so as to adjust the price of the tickets as well as to offer the premium to annual passage users.
3. Use of direct marketing
The firm has put lots of efforts on direct marketing. It uses various forms of direct marketing method to access the customers, for example, Web-based catalog, E-mail and Fax mail.
For Web-based catalog, the firm has placed it to its own website already. People who are interested to visit can buy the tickets through this catalog.
For Fax email, the firm sends mails to the travel agency directly. It offers attractive packages with
Bibliography: Homepage of Hong Kong Disneyland http://park.hongkongdisneyland.com/hkdl/zh_HK/home/home?name=HomePage Customer Relationship Management notes Cathy, supervisor of customer service department