Situation: Haugan Cruises are luxury travel provider who have been serving customers in the cruise industry from Europe, the USA and South America for 15 years. Over the years, their customer channels have grown organically, with several different departments performing maintenance on demand.
Challenge: With over 10 different customer/lead lists in existence and being processed manually, it was very difficult to deliver a truly multi-channel experience or to effectively personalize the customer experience.
Solution: Establishing new digitalized marketing and communications logic with automated processes, all based around Mautic.
Results: The results included:
- 15 existing customer lists being combined into one complete and optimized list
- Average read rates increased to 22%
- Sales team able to better understand leads and follow up with a customized email or call
- Improvements in efficiency and communication
The luxury travel provider in this case study has been serving customers in the luxury segment from Europe, the USA and South America for 15 years. Over the years, customer channels have grown organically. Several different departments perform maintenance on demand.
Over 10 different customer/lead lists exist and were being processed manually. A multichannel strategy, prioritization of leads and a personal approach is not possible. Many compromises also had to be made in the user experience.
In addition, expensive tools were used, applying pressure to the marketing budget. Due to the fragmented tool landscape, however, no clear statements can be made about the added value in performance.
Haugan Cruises were looking for a solution that was scalable as their business grows, without the pain of having increasing fees to use the same software. Mautic fit the needs perfectly, allowing us to bring all of their customer lists into one centralized tool, and to consolidate several marketing functions in one place.
The primary goals for this project were to:
- Reduce manual marketing activities
- Have a consistent appearance in the market
- Better customer experience and increased sales through faster and more personalized responses
The team at Aivie set up a marketing automation solution based on the open source technology Mautic. This included:
- Creating a complete database
- Integrating and synchronizing the website and the booking portal
- Implementing a publishing process, including automated campaigns
- Developing the sales funnel and setup of the campaign logic
- Training and coaching for new digital skills and processes in the communication team
The 15 existing customer lists were combined into one complete and optimized list. With the marketing automation solution, 12 personalized marketing emails and newsletters are regularly sent to different target groups: B2C and B2B. The emails achieve an average read rate of 22%.
The advanced tracking features provide insights based on visitors’ actions and behavior on the website. This means that the sales team is able to identify the interested leads and follow up with a customized call or email. As a result, the team works more effectively, and communication is continuously improved.
A shift towards customer centricity took place in the communications team. Specifically, from the news logic in the newsletter to the customer logic.
Previously, breaking news from the Galapagos was communicated broadly in a rather random fashion. This content was created ad-hoc and used once. With the marketing automation solution, content can now be delivered in a more targeted manner.
Customers are served individualized newsletters, depending on their interests and travel time. Content can therefore be reused for new leads. The content creators are thus relieved of the burden of constantly creating new content. The focus is on better serving leads with a selection of existing, restructured content.