Last month, my family took a spring break trip to Orlando. We wanted to capture the Disney magic one more time before our kids were out of the house and off living lives of their own. With a high school sophomore in the house, that day is coming faster than we thought. I've always had a Love-Hate relationship with Disney. One of my favorite jokes is that EPCOT really stands for "Every Pocket Cleaned Out Thoroughly." To be fair, Disney is a money-making machine. Their mission statement (2013) says "The Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products." No where in there does it promise people will have a good time, or that its customers will enjoy what they consume. They just say they'll produce it.
Our experience this time at Disney was different primarily because of one thing. We've stayed on Disney property before, so that wasn't it. We enjoyed the transportation included in our package, so that wasn't it either. We purchased a park-hopper so we could move around if we wished, and that still worked equally well. So what was different? The Fast Pass. For those not indoctrinated to the Disney experience, the Fast Pass was this amazing trick to avoid long lines. It used to work that you got a Fast Pass to a popular ride when you got into the park. After a certain period of time (generally once you had used your previous Fast Pass), you could get another and another, and another throughout the entire day. A savvy customer could actually plan out their day pretty well and get to ride a lot with this technique. Great idea, right? So let's make it even better with the (drum roll, please) FAST PASS PLUS.
The Fast Pass Plus allows guests to schedule their Fast Passes several weeks in advance. However, once the rides are filled up, they're filled up, and no more Fast Passes are issued. Also, Disney advertises that you can get more Fast Passes when you get to the park. The part they don't tell you is that you can't reserve any more until you've used all the pre-scheduled Fast Passes. It seems everything about Disney - rides, food, activities - has become increasingly over-scheduled. And to be honest, a bit chaotic and stressful (especially if you're a project manager looking to get a vacation from scheduling tasks weeks in advance). At least with the old way, everybody walking into the part started on equal footing at the start of the day.
Believe it or not, this post isn't a dog-pile on Disney. My family still had an enjoyable enough time. We ended up waiting in line a bit more than we would have liked, but we bonded and more or less got to do the things we wanted. The Disney app is a great tool to tell you wait times on lines, and we leveraged it quite a bit. The purpose of this post is to talk about efficiency vs. effectiveness. As Peter Drucker described it, "Efficiency is doing things right; effectiveness is doing the right things." One could argue Disney is both efficient and effective. When you look at doing things right (i.e., using the fewest resources to produce a result), Disney is a master of efficiency. They pack people into their parks and keep them moving and going and riding and eating and watching and buying from park's open to close. And to Disney's credit, they are much more efficient than Universal (we also spent a day doing the Harry Potter thing). The effectiveness part is where I question Disney. Certainly they are meeting their mission, but how happy are the consumers with their experience? Really happy? How many moms and dads and grandparents left their Disney vacation thinking, "Wow, I can't wait to come back!" vs "Wow, I can't wait to get out of here!"? (Based on the number of child meltdowns observed, I'm guessing more of the latter. When my teenager pulled me aside to thank me for great parenting that prevented her from acting like THAT, I knew it was getting it her as well.) Ironically, some of the longest and crankiest lines were those at the very few Fast Pass kiosks around the park, as customers frustratedly tried to make changes.
Will Disney change? Doubtful. Tale as old as time, there will always be parents willing to fork out major dinero to create some magical experiences for their children. But what about your business? In the pursuit of efficiency, what effectiveness are you sacrificing? Have you become the Fast Pass Plus of getting customers through as quickly as possible, only to have those customers have no desire to return? Are you meeting all your project milestones, but churning your project team in the process and making them never want to work with you?