Episode 28: Star Wars Galaxy's Edge: Was the Promise Worth the Price?
This Disney at Work podcast brings together several podcasts previously offered dealing with the entire Star Wars Galaxy’s Edge experience. You can find the podcast here on Podbean and here at iTunes. This podcast is a wrap up to Podcast Episodes 19-24. It is based on a model we use in our work known as The Six Ps. They are shown in the following formula:
This podcast tries to answer the question, was what was promised worth the price. That answer can be determined as we look at the People, Place, Process and Product. We’ll examine all six Ps in the podcast.
Promise
Promise is the brand. It’s what you’ve told your customers that they will get if they partake of your offerings. Disney made big promises. The question is, did they deliver through their People, Place, Process & Product?
We particularly mentioned this graphic in Podcast 19:
People
People are the Cast Members at Disney onstage and backstage who are seeking to deliver this new world of Galaxy’s Edge.
Place
Place is the setting where the products and services are provided. I’m quite emphatic about the thought that the place or setting is as much an attraction as is any. There were some 7,000 props created for each land. It’s almost as if the Place becomes the Product and the lines are blurred experiencing it. Here is just a sampling of the details found in the Place:
Process
Processes are the policies, procedures, rules and guidelines that govern the guest experience. Our previous podcast on this focused on the effort to open up the attraction to millions of guests.
Product
Among the nine different retail locations in the land there are nearly 700 unique items for purchase. In Droid Depot alone, there are 280,000 possible combinations for constructing an R-series or BB-series astromech droid using all the available pieces in the Droid Depot.
Among the five locations within the land there are 50 distinct menu choices that can only be principally be found here.
Surprisingly, here is the big product that people aren’t talking so much about. They talk about seeing the falcon, but not as much about riding the falcon.
Price
When we talk about the price, we’re talking about the price tangibly (the physical price) and intangibly (other costs you pay in terms of time, resources or missed opportunities). No better example of this at Galaxy’s Edge than Savi’s Workshop–Handbuilt Lightsabers, where guests are spending in excess of $200 (tangible) and waiting in line (intangibly) for the opportunity to participate in this experience.
Souvenirs for Your Organization
Below we’ve stated all of the questions to be asked from the previous podcasts, plus some additional questions to ask as it relates to your own organization:
Process
- What promises do your customer think you have made to them? Do they trust your promises?
- Can you define your brand promise so that the response from you customers is instinctually positive?
- In differentiating your promise, do you stand out from your competition? Do customers respond to what makes you different?
- How do you delivery your promise so that there is integrity between what you say and what your customers experience?
People
- Are you staffing your organization with people who have the right attitude and the critical thinking skills needed?
- How are you using the implementation of new products and services as a chance to reward your employees with new growth opportunities?
- What resources are you providing your employees to set them up to do their job successfully?
- What “role” are you asking your employees to play? What is their story as it relates to your organization?
- What efforts do you have in place to train and develop your staff? What things can you not assume? What things must they be able to experience themselves? What must you do to develop them long term?
- How are your employees–especially those behind the scenes supporting your front line staff?
- What are you doing to treat your employees as assets and not liabilities?
Place
- How do you immerse your customers in your environment—or at least remove distractions?
- How do you exceed expectations in even the basics?
- How do you explore the senses?
- If Everything Speaks—what messages does your setting share?
- How does your setting support your most loyal customers?
- What is the story of your setting?
- Is your setting something that people are drawn back to?
Process
- How are you thinking through your processes?
- How are you spreading out the demand?
- What are you doing to make the waiting fair?
- How do you occupy the attention of customers while they are waiting?
- Are you prepared to provide for exceptions?
- What is in place to continually improve on your offerings?
Product
- How do you create Wow Guests out of your Inspector Guests?
- How do you keep taking your products & services to the next level?
- How do you utilize all of your resources to create the best product?
- How do you incorporate the power of the senses in the products and services you offer?
- How do you offer products and services you can’t get elsewhere?
- How can you let customers customize products and services for themselves?
- How do you built on the total experience of acquiring your products & services?
Price
- What is the tangible price your customers pay?
- What intangible price do your customers pay that isn’t easily evidenced?
- How are you no better than your worst delivery system?
- Conversely, how can you further add value so that your products and services are worth the tangible and intangible price customers pay?
More For You
You can know more about this model and how it can tremendously effect the customer experience by checking out our new book, Lead With Your Customer. You can read more about the book here, and you can order your copy today here.
If you need us to help you in your organization, or if you would like to have a keynote speaker or workshop, please reach out to us, we’re here to help.
