Knott’s Berry Farm – How Does a World-Famous Theme Park Make a Great First Impression?

Upon entering the Knott’s Berry Farm theme park in Buena Park, California, you’re immediately immersed in another time. My first impression was of the charm of the place, its friendly “olden days” feel with a sense of Old West adventure. Even with the drama of live-action shows, the addition of its famous wooden roller coaster, exciting rides, shops, and dining choices, Knott’s Berry Farm has managed to retain its historical feel. But is all this history and charm really typical of a customer’s very first impression?

Actually, my first experience with Knott’s Berry Farm began online, followed by a phone call for more information. Just as most people these days would go online to purchase tickets, or book a full vacation package.

The Knott’s Berry Farm theme park is just one part of a larger brand experience. The company also offers the convenient on-property Knott’s Hotel lodging for guests, and the nearby “Soak City” Water Park. As a potential customer, my first impressions could well have been formed by speaking with a contact center representative who assists with guests’ vacation arrangements.

I dare say we’ve all experienced long hold times, and struggled to navigate prompts on an older phone system, trying to reach a live agent just so that we can solve a problem or simply make arrangements to pay for goods or services. Knott’s Berry Farm sought to solve this exact challenge for its customers.

With three distinct Knott’s entities to consider, all struggling with older systems that had long since passed end-of-life and support, Knott’s Berry Farm was faced with some big decisions. Decisions about how to make essential and long overdue changes in their communications system without incurring critical downtime, or disrupting their daily operations, or causing staff re-training headaches—and, since it would impact thousands of end-points, what is the most dependable yet flexible solution with the most efficient network?

Basically, how do you select the right new technology and then transition over from the old, while still maintaining ongoing operations of a giant multi-faceted entertainment enterprise?

Our Knott’s Berry Farm story will share with you the challenges, solutions, and successes of their recent strategic migration to two (2) UNIVERGE SV9500 communications platforms, complete with NEC’s UC for Enterprise (UCE) suite of unified communications (UC) and contact center applications. They chose this flexible, comprehensive UC solution that is fully networked, highly intuitive for staff, provides critical operations information, simplifies administration, has built-in disaster recovery–and was actually cost effective. In their own words, “It was a seamless transition”.

By providing routing assistance and delivering effective toolsets for the newly networked call centers–as well as basic features such as Caller ID, Collaboration, and Mobility for other Knott’s personnel, the upgrading from their existing NEC systems that have served them well, not only helped to enhance customer service between the hotel and park operations, it effectively improved the operation’s internal communications as well, simply by enabling much-increased functionality.

First impressions are important for this kind of Entertainment/ Retail/ Hospitality industry, and are really all about a happy workplace, providing a worry-free environment that can create great memories, for guests and staff alike. Knott’s Berry Farm can now deliver an improved guest experience, from the very first “Thank you for calling Knott’s Berry Farm”, to the last fond farewell.

If you’d like to learn more about this historical venue’s modern day move to state of-the-art communication solutions just let us know, and we can provide you with a free consultation with one of our hospitality experts.

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Coming to a Terminal and Airport Near You…

In a nationally televised report, NBC National News covered its initial rollout!

US Customs and Border Protection has now installed it in eight airports and written extensively about its benefits!

Touting a “year of innovation,” Delta Airlines has them in their Hartsfield-Jackson International Airport VIP lounge in Atlanta and using them for ticketless boarding!

What is it? It is NEC’s NeoFace® Express and you can see it in action in this short video.

The need for greater security in crowded, public places is changing the way businesses are engaging with customers. That’s true whether it’s an airport, stadium, cruise line or a border security check. At these, and many other high-traffic sites, the goals are the same – quickly and accurately verify the customer’s identity and provide the necessary service.

As with many of NEC’s solutions, NeoFace® Express has patented technology that allows for the capture of the best facial image for processing while providing these additional unique features and values:

  • Efficiency – measuring the time spent interacting with the station
  • Satisfaction – measuring how satisfied the user is after use of the station
  • Acquisition Rate –  measuring the success of image acquisition; and
  • Accuracy – measuring the true identification rates

NeoFace Express is a key component of NEC’s single, unified biometrics key solution that provides a secure, frictionless and personalized customer experience. With a simple scan of the face, a unified key is created that allows consumers to enjoy fast, easy access to areas such as; airport lounges, theme park attractions and sporting events, while business and government agencies benefit by improving operating efficiencies and heightened security.

Traveling soon? Going to a game? Visiting a theme park? Look for the NEC’s NeoFace Express soon at these and more sites near you.
For additional information and to stay up on the latest, follow us on Twitter and check out our NEC Advanced Recognition Systems page.

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