Gaming CX

As Forbes sees it, "Customer experience can include a lot of elements, but it really boils down to the perception the customer has of your brand. Even if you think your brand and customer experience is one thing, if the customer perceives it as something different, that is what the actual customer experience is. You may think you have high-quality products and a strong customer experience, but if a customer gets a broken product that isn’t fixed, their perception of your company as lower quality then becomes the reality."

This is as true for the cruise line industry as any other industry, perhaps even more so because the product that a cruise line offers differ little from one cruise line to another. It's the experience and the emotional sense and perception of that experience that truly counts; this is where CX thrives. Above all else, the ultimate goal of a CX system is to drive customer loyalty. 

Loyalty is so important for a cruise line because customers become more profitable over time; increased profits can be derived from increased purchases, reduced operating costs, profits from customer referrals, as well as profits from price premiums as long-term customers are more comfortable paying regular prices for services rather than being tempted into using a businesses’ lower profit products and/or services.

One of the best ways to increase customer loyalty is for cruise lines to implement Customer Relationship Management (CRM) systems. CRM is a strategy used to learn more about a customer’s needs and behaviors in order to develop a stronger relationship with them, thereby creating a value exchange on both sides. From a customer perspective, well-implemented CRM systems can offer a unified customer interface that delivers customization and personalization. At each transaction point, such relevant patron data as a customer's personal preferences, as well as his or her overall past history transactions are available to the clerk serving the customer, giving them valuable information about how to interact with the person.

In assessing CRM solutions, Intelligencia follows the Forrester and Gartner rankings closely. We understand the current CRM offerings, each vendor's unique strategy and market presence, and we can help our clients find a solution that is tailored to their specific needs. 

Another important element to a strong customer experience solution is a powerful Multichannel Marketing Hub (MMH). Gartner defines the MMH as a technology that orchestrates a company's communications with and offers to customer segments across multiple channels. These include websites, mobile, social, direct mail, call centers, paid media and email. MMH capabilities also may extend to integrating marketing offers/leads with sales for execution in both B2B and B2C environments.

A Campaign Management solution can enable a cruise line to develop and manage personalized customer communications strategies and the timely delivery of offers to its patrons. It allows users to rapidly create, modify and manage multi-channel, multi-wave marketing campaigns that integrate easily with any fulfillment channel, automatically producing outbound (contact) and inbound (response) communication history.

Users can define target segments, prioritize selection rules, prioritize offers across multiple campaigns and channels, select communication channels, schedule and execute campaigns, and perform advanced analyses to predict and evaluate the success of customer communications. Most of today’s solutions provide the capability to represent complex data structures in a format appealing and comprehensible for business users in order for them to make business decisions. These capabilities provides a business metadata layer shielding users from the complexity of data structures and guarantee operational efficiencies when dealing with customer data for campaign purposes.

We have worked with the best-in-breed CRM and MMH solution providers and we can show you how to best utilize them for your own specific IT needs.