Carnival UK and HH Global

With the goals in mind CUK was faced with questions around what data was needed to deliver a personalised communication and where would this data come from. They also needed to consider what additional business logic and rules had to be created, including rules that worked for two brands with different strategies, communication plans and demographics, as well as developing a compliant solution that abided by many different and changing regulations. Another vital consideration for this project was reporting. CUK needed to be able to develop detailed reporting for the wider business to drive strategy and business decisions based on data facts. CUK and HH Global needed to develop a solution which was flexible enough for the many additional challenges presented by the pandemic and to develop a focus on FCCs and reduce refunds.

To provide a value exchange unique to each booking and guest, with a reduced marketing team, required collaboration of people, process and technology. The value exchange was to provide Future Cruise Credits (FCCs) over and above guests’ money currently paid (deposits and in full) to all customers. This was managed through multiple digital channels to reduce the workload on internal customer services teams, and was also automated to reduce the workload on marketing teams. It was especially important that the email communications were clear to avoid causing confusion and directing queries to an already busy call center. CUK needed to combine complex booking information for each booking, for each passenger and translate that into an easy to understand communication with the lead guest. The capability and flexibility of both the HH Global Interactive Single Customer View (HHGi SCV) and Apteco FastStats and PeopleStage was critical to delivering success. CUK was able to move quickly from insight to action, utilising Apteco export extras functionality to push HTML tables via PeopleStage to the ESP, allowing complex and calculated information on guests’ FCCs to be sent via a single email to the lead guest. This automated journey provided valuable information and reassurance for the guest and CUK gathered more data than ever before, enabling this data to drive many improved customer journeys.

The FCC campaign was a very successful campaign, retaining critical brand engagement. 1-2-1 Engagement with a personalised and incentivised value statement, automation of the communication delivery with a clear message to avoid increased demand on internal teams and retaining bookings and revenues. As a result, Carnival UK was able to execute a highly complex and personalised customer experience that not only engaged customers but resulted in a 58% redemption rate of the FCC against future bookings for guests sent the communication, dissuading tens of millions of pounds off refunds, and forward booking Carnival UK ships into 2022.