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On the Horizon
Of the redesign process, Rodriquez-Velazquez says: "We've had content management; we've had search; we have a new database; we have new infrastructure and personalization. And the personalization … we've been very pleased with it." The customer content capture driven by the Web site also has allowed for better-targeted e-mail marketing campaigns. "I'm seeing double-digit increase in the open rate and clickthrough rate, and even driving [customers] all the way to the booking engine," says Rodriquez-Velazquez. Currently, the site gets more than 100,000 unique visitors on a daily basis.
Next on Carnival's to-do list is better synchronization of its online personalization efforts with its call center. "People like coming to your site, and once they update their information there, they expect everyone they call at that company to know [that information] two minutes after they log off," says Rodriquez-Velazquez. However, personalization also means that customer service representatives will not be viewing exactly the same Web pages as those that have been generated for each site visitor. "We've gotten much better, but out of the gate we thought we'd taken care of everything and we hadn't.
The marketer currently is in the process of a cosmetic redesign to make even better use of campaign management and personalization elements. Expected to launch in early 2006, many of those efforts will be centered on improving prospect conversion.
Carnival Cruise Lines at a Glance
Number of ships: 21
Number of annual passengers: approximately 3.3 million
Guest profile: 30 percent are under age 35; 40 percent are between 35 and 55; 30 percent are over 55
Number of children carried annually: approximately 500,000
Number of seniors (55 and older) carried annually: approximately 1 million
Personalization in a Search World
Strategies for SEM-friendly dynamic page generation