customer experience optimization (tina alexander)
DESCRIPTION
Target and personalize to make every customer experience a relevant one.TRANSCRIPT
#monetatesummit
Customer Experience Optimization
Tina Alexander, AVP of Digital and Web Marketing, Celebrity Cruises
Globally recognized and awarded brand'!Top 100 Cruise Ships in the Condé Nast Traveler 2014 Readers’ Choice Awards'!Best Premium Cruise Line - Travel Weekly’s Annual Globe Awards
• Affluent Vacationers:• Age: 35 + years old• Household income: $100,000+• Net wealth: $500,000+
'• Europe: Mediterranean, Baltics, and Fjords • Caribbean • Alaska • Hawaii • South America • Asia • Australia • New Zealand • Galapagos
Providing an updated luxury vacation experience to:
Sailing to exotic destinations around the World
Destinations: taking you around the world in modern luxury
Staterooms'!
Airy spaces'with all the right,'tasteful details
Dining'!Restaurants where'the design is just as'important as the cuisine
Service'!Intuitive service'with a keen eye'for detail
Activities'!Do as much'or as little as'you choose
Escape from your day to day, feel relaxed and restored,'do what you feel like and know everyone will be happy
Partnerships for Modern Luxury
Many'also'consider'Length'of'trip,'Value'for'the'
money,'Departure'date,'and'
Departure'port
Other'influen8al'info'sources:'Past'experience(s)'with'Celebrity'Cruises,'Travel'agent,'
Friends/Family/Colleagues'and'Cruiser'review'
sites
!Nearly'one=in=five'booked&on&an'online'travel'
agency'website.
Top'problem'area:'Dining.'Problem'‘resolved’'for'less'
than'half'!
One=in=five'had'a'Stateroom'problem.
Would'also'consider'Royal,'Princess'&'Holland'America
T O T A L
PLANNING ! BOOKING ! CRUISING ! SHARING AND RETURNING
Top&Factor:'I8nerary/ports=of=call
Top&Info&Source:'Celebrity'Website Booked:'Travel'Agent Cruise&Experience:& %'Secure
Encountered&a&Problem:&%'Yes
Highly'Likely'to&Advocate
Highly'Likely'Recruise Consider&only&Celebrity
We map the digital cruise journey
Focusing on strategic segments
• U8lize'Monetate'for'segmenta8on'and'targe8ng'of'DMA'traffic'on'CEL'website''
!
• Message'users'based'on'DMA'with'specific'offers''
!
• Targe8ng'ran'during'Move'Up/Double'Up'promo8on'
!
• Segmenta8on'and'targe8ng'resulted'in'increased'CTR'for'banners
We initially focused on geography
Version A Version BSingle CTA Image'Focus
Version CText'Focused
Layering in version testing for promotions
Driving to DMA hubs
We also modernized the webWe launched a new homepage
We also modernized the webWith customized content
based on the booked status
Not Logged In Logged in
We also modernized the webFeaturing a responsive blog
catalyst.celebritycruises.com
Targeting our top cities
Next Up: More Content Customization
Tina Alexander'AVP, Digital and Web Marketing'
Celebrity Cruises'!
[email protected] '@tinaalex
Questions?