Innovative Knowledge Management At Disney: Human Capital And Queuing Solutions For Services

Abstract

It is well known that most activities in which a service is provided require customers to wait in a queue during the experience. One thing that is inherent in waiting lines is the universal dislike for the process. In fact, the feelings and opinions developed in waiting lines influence the customers perception of the awaited experience. In this paper, Disney is used as a case study for queuing solutions. In particular, we examine their implementation of Knowledge Management (KM) solutions to improve the waiting line process. The use of Disney cast members as human capital combined with the knowledge of customer preferences has made the FASTPASS an innovative solution to enhance queuing in the Disney theme parks. In the past, KM has been thought of as the collection of technological assets and managerial policies that compensate for information failures. In fact, the individuals need for human interaction provides the richest opportunity for knowledge acquisition. Disneys ability to capture customers in virtual queues while giving them a pleasurable waiting experience has made them a leader in KM initiatives in the service industry.