2Carnival Cruise LineCase RecapCarnival Cruise Line is considered the largest cruise line available, with 102 ships with an affordable price tag. This cruise line is considered the ‘fun-ship’, family oriented, and perfect for those first time cruisers. Over the years, Carnival has suffered several mishaps; including fires, wrecks, pirate take over, and even deaths. Carnival is learning the hard way what should orshould not be said or done in such tragedies. The media has played a huge role in how the publicreacts to these events. Carnival Cruise Line has used Social Media to aggressively report situations as they are happening, with both positive and negative reactions. In order to better serve their customers; this company has made personnel changes between crisis, generous restitutions, and public apologies to their patrons. With their bad reputation growing, Carnival Cruise Line is trying to restore faith, bring back past cruisers, and attract new passengers, in order to continue to be the world’s largest and best cruise line.Problem IdentificationOnce the world hears about accidents, person overboard, and missing people aboard a cruise ship, their attitude about that particular line becomes tainted. The problem using Social Media isthe amount of people that see it and all the negative remarks that come with it. Keeping the public informed as things occur from the staff itself is a great way of staying ahead of the media; but the downfall to that is the perception the public will have concerning how the media itself reacts and reports to it. Accidents happen, especially with large vessels such as Carnival Cruise Line. How these catastrophes are handled by the staff and media can affect the reputation of the company and any future profit. Carnival Cruise Line has had many problems with their ships, their staff accountability and accidents occurring while at sea. Restitutions, apologies and crisis training (or the lack thereof) have attributed to the negative emotions from passengers.
Partnering with Mobify
The initial focus for Carnival’s engagement with Mobify was to support their mobile ecommerce efforts by building out a new mobile purchase path including the booking engine. In working with Mobify, the company was able to introduce key features that weren’t available to guests on previous mobile sites, allowing it to reach parity with the desktop offering.
“The first phase of mobile has been really focused on building out the purchase component. We now have our booking engine, which is, I believe, within our industry probably the best mobile booking engine and maybe the only mobile booking engine at this point for mobile web.”
Carnival is seeing great results from their focus on streamlining the complex booking process for their customers. Their mobile conversion rate, courtesy hold rate (the ability to ‘save’ a booking for a pre-determined period of time before purchasing) and time spent on the site have all increased significantly.
“We have to educate our customers on the fact that it’s a multi-destination vacation, there’s the hotel piece, there’s dining, there’s the experience on board and activities you can do once you’re actually in port with our shore excursions. There’s a world of things you need to educate the customer on and help with their consideration.”
For Steven and his team, the next shore they have their sights set on is mobile customer engagement. Knowing potential guests’ appetite for information and their tendency to switch between devices to discover and research cruise information, Carnival is now turning its focus to delivering an exceptional customer experience on mobile.
“As we know, people are researching in one place and booking in another, whether it’s starting on mobile and finishing desktop or the reverse. We definitely need to build the experience out because it helps with the purchase decision. There are opportunities in how we’re messaging and talking around mobile moments and asking how we can leverage the device a little better. I think there’s a lot of opportunities around that moving forward. Just like our booking engine, the experience is not super simple. We have to educate our customers on the fact that it’s a multi-destination vacation, there’s the hotel piece, there’s dining, there’s the experience on board and activities you can do once you’re actually in port with our shore excursions. There’s a world of things you need to educate the customer on and help with their consideration. Even before they get to the pricing and cruise and what’s included, there are a lot of areas.”
Going forward, Steven is enthusiastic about continuing to partner with Mobify to extend Carnival’s internal capabilities and its mobile leadership within the cruise industry.
“Any opportunity that we have to continue building the cross-device story is huge for me. I think everyone knows that the story exists, but very few people are able to tell it well – what the cross-device journey is and how to improve the experience. We definitely see Mobify as having a seat at the table with us and being a strategic partner. I feel like you’re an extension of our team, and we want to continue to grow that engagement.”