Setting the Tone for the Right Customer Experience

Lee Tang
Lee Tang
Aug 8, 2017 · 3 min read

I recently applied and received a Disney credit card so I can get rewards and perks for an upcoming cruise on Disney Cruise Line. I put it away and didn’t think about it until a week later. I get quite a few junk mail (especially from credit card companies) and just throw them out without even opening it. This envelope was different. First, the high paper quality was noticeable to the touch. Second, it actually had some colorful design and was larger than normal size. Third, it had this great tag line, “INSIDE: YOUR GUIDE TO MORE DISNEY MAGIC”. Not many thing in the mail makes me stop what I am doing and give it full attention, this one did.

Disney Rewards Envelope

I opened it and there was a ‘Welcome to Disney Rewards’ banner and a small message saying here are a few postcards. I am a sucker for postcards as I use them as Thank You cards. I received 4 incredible postcards (abstract Mickey, Magic Kingdom Castle, Tinker Bell, and Darth Vader) that I would pay money for any day. Of course everything was printed on high quality card stock.

Welcome to Disney Rewards
Intro Message
Abstract Mickey, Magic Kingdom Castle, Tinker Bell, Darth Vader postcards
Back and Front of Postcards

So why I am writing about some postcards I received with information about the rewards on my credit card. When every business is trying to trim costs and cut corners and reduce traditional mailings, you have Disney doing the exact opposite and setting the correct tone for the initial customer experience. I understand companies are under pressure to deliver both top and bottom line growth but the more these companies cheapen things and squeeze costs in everything , we the customers see it. And we feel cheated!

Quality is not cheap but you will be rewarded. Disney’s approach to making the mundane high quality and exceptional has made me revere and trust the company more. Now, I look forward to using my Disney credit card beyond just my cruise.

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