You're a FAN!
Let's assume the following; Since you are here reading,contributing, or both, that you are a loyal Disney fan. You are passionate enough to seek out opportunities to read and share with others your thoughts on a variety of items related to that brand. You are the loyal customer that should be most prized.
Why are you most prized as a loyal customer? You are worth at least 10 times more than your initial purchase. In the case of Disney, because of the wide variety of business segments they have, that's a lot of initial purchases. A loyal customer is worth more than a "one and done".
The Effects Customer Service
The description "smattering" of complaints regarding MM+/FP+ maybe vague as it is not a specific number. Do you think that a "smattering" could be as low as .1%? Let's use that number here so we can actually do some math here. So at AK, let's say attendance is 30,000 guests and only .1% of those guests experience issues with that breaks their MAGICal day enough to go to Guest Relations. That means only 30 guests had a hard enough time walked to Guest Relations to deal with said problem. That number seems low to me, as I have stood in a queue at GR that was at least 10 deep with issues, but that is not the purpose of this exercise.
The problem is that those 30 guests only represent the 4% of the real dissatisfied customers. In customer service businesses, only 4% of Dissatisfied customers let a business know about it. For AK in our example 96% of the customers didn't bother to try and fix their issue. They let it go. Something else to consider, of the total number of dissatisfied customers, 86 to 91% never come back. That's about 700 people that day.
Disney NEEDS repeat LOYAL customers
Did you know, the probability of selling to a new customer is 5% to 20%? That means of the people interested in your product or service you get about 5 to 20 out of every hundred prospects. This number is likely higher for Disney's theme park division but those numbers for WDW have lost ground of late.
Did you know, the probability of selling to and existing customer is 60% to 70%? Loyal customers are easier to sell to. Ever get a mailer from Disney? They work and they are far cheaper than huge advertising campaigns around the world.
It is 6 to 7 times more expensive to acquire a new customer than it is to keep a current one. Customer retention is key. The saving grace for Disney is that most of the P&R guests are there for multiple days. This gives them a chance to retain that customer by providing 12 positive customer experiences to make up for the unreported negative experience. A 12 to 1 ratio of Good to Bad. Disney P&R can do that most of the time, but at WDW that is starting to slide.
How does this relate to the topic at hand?
There are satisfied customers utilizing the new system. There are times it works for the customer's benefit. It achieves it's goal of keeping guests longer in the park and reduces park hopping.
However, this system has numerous faults and flaws. It has been around long enough that most of the issues should have been solved. The system has been mandated use on a test basis for TSMM recently leaving off-site, locals, and non MDE guests out of luck. It is not uncommon to lose the ability to use MDE for hours on end. It requires further diligence on the guests part to be able to prove they have a line reservation to "eye-rolling" CMs. It can ruin parts of or all of someone's vacation.
If you have never been impacted negatively by this system, I envy you. It does impact people negatively. Negative experiences reduce or eliminate loyalty. At what point does the pendulum swing?
As I mention at the top, we are FANS. FANatical about Disney. We are a few of the people that actually use WDW parks regularly. We put up with more, (obviously, since I still have 1 more WDW vacation on the horizon). However, if portions of FANs decide to wait,skip, or change there themed entertainment based on the hassles of the new system, isn't that telling you and Disney something? Here on this board, with the number of those dissatisfied with NGE doesn't that say something?
When I get back from my upcoming visit, I will have even more personal anecdotal experience with MM+. You can bet that good or bad, I will communicate that on these forums. So far, it started off bad, no line reservations for 7DMT because I was looking at 59 days before my trip. "You should have been on at 12:01am 60 days out." Under the old system, I just grabbed my FP the day I visited the park. I wouldn't be locked out of a whole week unless the attraction was actually down.
Anyway, sources for my numbers and info come from the White House Office of Consumer Affairs, American Express, Marketing Metrics, and several books about the importance of customer satisfaction.
Have a great day.
*1023*