How is Disney Worlds new CRM strategy relevant to all businesses?
Roger Berry: We’re trying to see if we can make convergence work for business that is, converging business processes onto converged technology networks and servers and data. It opens a whole new paradigm in how to deliver service to customers. On the front end for us is Pal Mickey, a customer interface in the form of a doll and a feel-good brand that can dispatch customer information in individualized ways to help us, say, ease long lines, improve yield management, boost efficiency, enhance the customer experience and drive new revenues. On the back end, we have a strategy so that anywhere a guest comes in contact with us whether with a food server, merchandise salesperson, ticket seller or what have you we can use technology to take the hassle out of the guest experience. Fundamentally, it’s about using technology to create a more favorable guest experience and leverage customer activity, and in real time. We’ll be able to tell you through Pal Mickey or through your cell phone or what
