Having just returned home from a Cunard cruise, a very high
percentage of customers who’d only sailed once said (via a customer satisfaction survey) that they’d be highly likely to book another cruise with Cunard – circa 90% of ‘first time’ customers! Of those who said they would book again, only around 17% actually did.
Cunard therefore needed to leverage this opportunity more effectively and significantly increase the percentage of repeat bookings – specifically from first time cruisers.
To provoke evocative memories of the customer’s recent cruise, heritage, sense of occasion and White Star service that can only be experienced with Cunard, we developed and created a highly personalised Welcome Home communication. Clever use of personalisation coupled with relevant imagery from in and around the ship was used to help rekindle those memories and conjure thoughts as to where the customer could cruise to next. Upon which, and based on propensity modelling, a selection of personal cruise recommendations were made to encourage a further booking.