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The Carnival Cruise Experience - A Customer's Journey

A presentation of the Information Management Plan 2007-2011 for Carnival Cruise Lines by William, Etienne, Anyal and Philip. Final Project by TiasNimbas Business School, 2013.
by

Anyal Verduin

on 17 February 2013

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Transcript of The Carnival Cruise Experience - A Customer's Journey

A Customer's Journey Awareness Discovery Engagement Active Guest A Customer's perspective: A customer's perspective: A customer's perspective: A customer's perspective: Successful Guest Carnival Cruise Lines A customer's perspective: Brand Advocate William - Etienne - Anyal - Philip Why a Customer's Journey? Operational Excellence:
Focus on internal processes (financials and logistics) Customer Intimacy:
Focus on customer in center of the processes All activities should follow from the service delivered to the customer CCL perspective: Carnival is everywhere A customer's perspective: CCL perspective: CCL perspective: CCL perspective: CCL perspective: CCL perspective: Promises Choices Welcome! Mission Carnival Cruise Lines To consistently deliver fun, memorable vacations at a great value for our guests. Urgency Repeat guests bring more net revenue than first time cruisers

Because of higher onboard spending, directly contributing to the bottom line. Net income per passenger per day dropped more than 30% over the past five years (1999-2004) Something has to change! (given drop in net income per passenger) Extend focus on: Inspiration Friends, Family Contact at activities Integratie van sales channels Book the Cruise Social listening and data analytics

Identify loyal customers (repeat guests) Like us! The customer journey Awareness Discovery Engagement Active Guest Successful Guest Brand Advocate Post-Cruise Services
Full transcript