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Customer Experience Optimization (Tina Alexander)

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Target and personalize to make every customer experience a relevant one.

Target and personalize to make every customer experience a relevant one.

Published in: Marketing, Travel, Business
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  • 1. #monetatesummit Customer ExperienceOptimization TinaAlexander,AVPofDigital and Web Marketing, CelebrityCruises
  • 2. 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
  • 3. 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
  • 4. Partnerships for Modern Luxury
  • 5. 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
  • 6. Focusing on strategic segments
  • 7. • 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
  • 8. Version A Version B Single CTA Image'Focus Version C Text'Focused Layering in version testing for promotions
  • 9. Driving to DMA hubs
  • 10. We also modernized the webWe launched a new homepage
  • 11. We also modernized the web With customized content 
 based on the booked status Not Logged In Logged in
  • 12. We also modernized the webFeaturing a responsive blog catalyst.celebritycruises.com
  • 13. Targeting our top cities Next Up: More Content Customization
  • 14. Tina Alexander' AVP, Digital and Web Marketing' Celebrity Cruises' ! TinaAlexander@celebrity.com ' @tinaalex Questions?

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