Case Example: Luxury Cruise Line

Situation: Although customer satisfaction was high among guests, fewer than 20% of passengers ever returned to sail a second time. The cruise line faced significant financial challenges and was looking for ways to increase the return rate, while capturing more of a price premium for guests overall. 

Our Approach:

• Conducted qualitative and quantitative research with customers and prospects to determine needs-based segments and develop motivating treatment strategies
• Created a customer touchmap to show the current state of interactions and data capture across all touchpoints of the organization and opportunities for the future
• Designed and implemented a new customer loyalty program
• Conceptualized and facilitated a customer advisory board

Results:

• The recommendations from the foundational strategic effort represented over $42 million in OIBT. The cruise line completed a successful rebranding and made a $100 million turnaround.