Drill Down

Objective #1: Customer Relationship Management

Create a technology plan for integrating web-based CRM data

w/ WDB, Siebel et al.

- Integrate into common data storage area (CDW)

[Sheila, Larry, Alan, Tom D.]

- Determine common architecture for WDW, DL, DIG, DLP

Develop site analysis capabilities

- currently in progress

- share data / analysis across P&R business for informing CRM

- making site more functional

[Alan, Tom, Larry, Sheila, Robert E]

Create Personalization / Registration, customization, recognition functionalities

-Dynamic content

- Links to Siebel, call centers, Destination Disney

Develop processes to ensure segmented content is delivered on the site

Determine language and currency capabilities for each resort

- Create a segmented approach & technical plan that supports each business

Assess research capabilities: do they address all of the business priorities we need to know to make out sire more effective?

- Where is this incorporated into site analysis capabilities?

- How does it inter-relate to offline research?

Determine the technologies required to deliver dynamic content (by segments travel, clients and business partners) throughout the VPC.

Determine several approaches to finding key segments (i.e. intenders, off-property) and be open to new geographic markets on the web by:

- What do we direct guests to do?

- Can we use IP recognition to help?

- How do we solve for this technically?

-Internationalization the website by positioning with International

Investigate and evaluate preliminary application for recommenders

(1) Business rules need to come from the business units [Sheila, Alan, Larry, Tom]
Examples:

• "fence" offers based on consumer knowledge/ segmentation,
• multiple packages per party
• dynamic packaging

- not limited by RIT in the short term

(2) Create passholder — dedicated sites (w/ CRM)

• Determine common functionality for WDW, DLR, DLP
  Look for integrity w/ DCL and DVC loyalty programs
• Customize by business where appropriate

WDPRO will improve margin by...

• Evaluate current marketing and sales operation
• Identifying where online solution can replace or enhance current systems and be most effective (eg. online help desk and specials)
• Prioritize key online solutions enabling full product set online, outbound emails, tickets, documents)
• Develop a plan around each solution

Potential Opportunities—Near-Term Examples

Maintain ongoing dialogue with guest to educate and endorse more products from anticipation to arrival ("Online Multilingual Concierge").

Near Term Focus (tools that don't require back-end systems integration)

• multilingual capabilities
• "My Disney Vacation"
• airport, weather, driving info, local maps
• tutorials
• view reservation documentation

Long Term (backend integration)

• Enable recommender
• "My Disney Vacation" made bookable
• Eliminate check-in at hotels
• Access to reservation, no matter how booked

• Collectively evaluate by country and channel opportunities to enable online distribution and fulfillment.
• Develop a plan and prioritize rollout

Near term Effort

• Solve AAA, followed by Amex provide our booking engine at what (?) commission level
• Simultaneously solve for all partners to give access to content and booking engine

Long Term Effort

• Begin to build out distribution to non-traditional
  (www.grandparents.com, National Geographic, etc.)
• Will be driven by analysis