Matt and Amy Jackson have two children, Laura and Kevin.A few days before their visit to SpaceWorld, the family browse the park’s website. Clicking the avoid queue lines button takes them to a CellQ guide. Matt decides to pre-pay both the park entrance and CellQ. CellQ tickets can be sold on-line. On arrival at SpaceWorld, the family go to the pre-booked entrance where there’s almost no queue. Matt gets entrance tickets, a CellQ Instruction leaflet and a barcode wristband for each family member. CellQ guests don’t need any special equipment, just one cell phone in their group. CellQ isn’t a premium text cost service, guests pay just their standard rate: many people with bundled deals will have free texts. Matt follows the leaflet’s instructions and texts his wristband’s unique code to CellQ. After a few seconds, he gets a reply: a Ride Selection Menu showing rides and wait times: Kevin is determined that their first ride should be BlastOff. He thinks texting is too cool for his Dad, so he chooses the ride by replying with the single number ‘3’. CellQ immediately replies: Personalized experience; guests control their own day. Matt’s thirsty after their long drive, so is in favour of going to Space Cafe. Amy worries that if they go, it might then be a long walk to BlastOff, and the Cafe will be crowded. Matt reassures her that CellQ is clever: it suggests places that are near the ride and not too busy. Steer guests towards your quieter restaurants and shops. Five minutes later, the family is in the Space Café enjoying drinks and biscuits. Their phone soon rings with a CellQ text: |
Please go to BlastOff, enjoy your ride. The family makes the short walk to BlastOff’s CellQ entrance. Here a turnstile scans their wristbands and allows them into the ride’s boarding area and after just a few minutes they’re on the ride. Shortly after leaving BlastOff, their phone rings with another Ride Selection Menu: CellQ can populate digital display boards to help all your guests. It’s Laura’s turn. She texts ‘2’ for OrbitEntry. CellQ texts back: Dynamic promotion messages based on proximity and time of day. Laura and Kevin spend their waiting time on the Space Slide; their parents go for a walk. At 12.15 they get a text telling them to go to OrbitEntry. On leaving OrbitEntry they receive a new Ride Selection Menu and choose ZeroG. While waiting for ZeroG they visit the Space Exhibition, which they really enjoy. ‘We wouldn’t normally have had time for this, we would have been in line,’ says Amy. She’s glad that the kids have done something educational. The morning continues in the same manner, with the family choosing their main rides from CellQ texts and spending their waiting time on smaller rides, in cafes and in shops. At 13.10, they’re texted a 14.20 estimated call time for Dock’n’Rock. The text also says that Saturn Restaurant has free tables. Matt says ‘this is great: we have time for a relaxing meal instead of just a quick snack’. CellQ increases Secondary Revenues. At 14.20 a text calls them to Dock’n’Rock. Laura is concerned as she’s only halfway through her food. Amy says ‘There’s no rush, CellQ doesn’t time out. |
Just finish your meal and we’ll go when we’re ready’. To reinforce this, she orders coffees. When they’re finished they stroll to Dock’n’Rock. This ride has no appeal to Amy or Matt so soon after lunch, so they don’t get on. The children have no such qualms and happily board the ride alone. CellQ guests can split up and don’t need their phone to ride. After the ride, Kevin wanders off and suddenly realises he’s lost his family. However, he knows that CellQ can help. He goes to a staff member at MoonWalk who scans his wristband. Matt’s phone is immediately texted: Kevin is soon reunited with his family. CellQ helps lost children. Throughout the afternoon, the family continue to choose rides from CellQ texts and spend their waiting time at shops and at smaller attractions. At one point a CellQ text tells them of a breakdown at their next ride. It gives the choice: continue to wait, or cancel and re-select. The family cancel and choose a different ride. They go back to the original ride later, once it’s fixed. CellQ is always in touch – ride delays are no problem. Rides can be added to, or taken off, the CellQ system with just a couple of mouse clicks. At the end of the day, after they’ve left the park, they get a final CellQ text: A great way of getting user surveys! Matt texts ‘1’. ‘It was a great day. We spent quite a bit on food and presents but it was great not to stand in line. We did much more than we normally would at the park. We should definitely plan a return visit.’ CellQ guests are more likely to return and more likely to recommend the park. Just think of all the data that you just captured... |