What Businesses Can Learn from Disney’s Approach to Experience
- Lindsay Smith
- Apr 14, 2025
- 3 min read
A deep dive into Disney’s customer experience philosophy - through the lens of what truly creates loyalty
When I talk about creating unforgettable customer experiences, there’s one brand that always comes up - Disney. And for good reason.
Disney doesn’t just sell tickets.It doesn’t just run theme parks or stream content.It sells magic.And more importantly - it delivers it.
But here’s the secret most companies miss:The “magic” isn’t pixie dust or fairy tales. It’s intentionality.
It’s the experience design that starts long before you walk through the gates.
As someone who has spent my life creating intentional, memorable experiences - from curated client gifts to themed events to region-wide growth strategies - Disney’s model doesn’t just inspire me. It affirms everything I believe.
Because experiences aren’t just about the wow - they’re about how you make someone feel. And no one does that better than Disney.
Let’s break it down.
1. The Experience Is the Brand
Most companies treat “experience” like an afterthought. It’s something handed off to the customer service team or patched in post-sale.
Disney flips that completely.
From the moment you start planning your visit, you’re immersed in a story.Their website. Their mobile app. The way cast members speak to you. The music in the background. The scent on Main Street.
Nothing is accidental.Everything is curated.And most importantly: You’re the center of it all.
Takeaway for your business:
If your brand only exists in your marketing and not in your experience - you don’t have a brand. You have a logo.Every touchpoint should tell your customer, “You matter.”
2. Small Details, Big Impact
Disney is obsessed with detail.
The placement of garbage cans (every 30 steps).The hidden Mickeys in ride designs.The fact that cast members never break character.
These details aren’t expensive. They’re thoughtful.And they’re the exact reason guests return over and over again.
In my own work - whether building a book launch, a business dinner, or a region from the ground up - it’s always the smallest touches that people remember.
A handwritten note.
A personalized thank-you gift.
A curated experience that makes someone feel like the only person in the room.
Takeaway for your business:
If you want to stand out, obsess over what others overlook.Loyalty is built in the moments no one else thinks matter.
3. Empower the Front Lines to Deliver Magic
One of Disney’s greatest strengths is how much empowerment it gives its cast members.
From janitorial staff to ride operators, every employee is trained and trusted to make someone’s day better. If a child drops their ice cream, they don’t have to ask for permission - they replace it. Immediately.
The lesson?
Culture creates consistency.
You can’t expect your team to deliver unforgettable experiences if they don’t feel like VIPs themselves. If you want your employees to go above and beyond for customers, you have to go above and beyond for them.
In my previous role, we didn’t have a massive marketing budget or a traditional sales team. What we did have was a culture of care. Our team knew what it felt like to be celebrated - and they passed that on. It created loyalty, growth, and revenue.
Takeaway for your business:
If your team feels seen, they’ll help your customers feel unforgettable.Train them. Trust them. Empower them.
4. Turn Customers Into Characters
One of the most brilliant things Disney does?It makes you part of the story.
Your visit isn’t just about watching the magic - it’s about experiencing it.
And that’s the shift I talk about in my book No One Needs Another Company Mug.
People don’t want more promotional material. They want moments.They want to feel like they’re part of something.They want to feel known.
Takeaway for your business:
Don’t position your customer as the audience. Make them the main character.Curate experiences around their needs, their dreams, their story.
Final Thought: Magic Isn’t Exclusive to Disney - It’s a Mindset
You don’t need Cinderella’s castle or a billion-dollar budget to create magic.
What you need is the willingness to care.The courage to do things differently.The vision to make your customer experience just as important - if not more important -than your marketing strategy.
Disney reminds us that when you make someone feel something, you don’t just earn a transaction.You earn their trust.Their loyalty.And often - their story.
So ask yourself:
✨ Are you branding… or are you bonding?
✨ Are you creating ads… or are you creating advocates?
✨ Are you aiming for impressions… or lasting impressions?
Because the businesses that get this right?
They don’t just grow.
They become unforgettable.
Ready to bring this mindset into your business?
Let’s talk about how to design experiences that amplify loyalty, revenue, and reputation -without sacrificing soul.
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