Silversea Cruises Delivers White-Glove Digital Experiences
by Stephanie Krausse
Posted on 10-29-2018
Silversea Cruises is the epitome of luxury at sea. If its extravagant accommodations and amenities, amazing destinations, and once-in-a-lifetime experiences weren’t enough, the company’s dedication to its customers—reflected by a staff-to-guest ratio that’s almost 1:1—sets the brand apart.
From five-star dining and in-suite butlers, the company’s marketers can go on and on about its amazing services. But what better way to bring its premium offerings to life than to give customers the same personalized, custom attention before they even set foot on board . This means gathering data from across touchpoints, making every insight count, and quickly responding to the changing demands of Silversea Cruises customers.
Over nine months, Silversea Cruises and Adobe Customer Solutions collaborated to completely transform the cruise company’s digital platform with the goal of creating white-glove digital experiences that rival what customers experience on board the company’s ships. You can read more about the case study here
Using a combination of Adobe Analytics, Adobe Audience Manager, Adobe Experience Manager, Adobe Target, and Adobe Advertising Cloud, the cruise line can pull data from multiple data sources to create a complete view of who its customers are and what they’re searching for. Marketers can then begin tailoring travel plans according to customers’ profiles—if they’re traveling alone, with a partner, or with a family—as well as what they want to get out their experiences.
“Attention to detail is one major element that sets our brand apart from the rest of the industry,” says Xavier Bussonnais, Director of Digital Marketing at Silversea Cruises. “Our goal is to have staff know an individual by name before they even set foot on a ship. By weaving information about specific destinations, ship accommodations, and other features that an individual is interested in into digital communications using Adobe Experience Cloud reinforces that idea and sets the right tone for a trip.”
As if it weren’t impressive enough that Silversea Cruises customers are more engaged and getting better experiences, the company is saving money by doing it. Cost per acquisition is 15% lower, while conversion is 20% higher. Looking good and creating fantastic experiences sometimes does mean spending less—with Adobe Experience Cloud, Silversea Cruises is proving it.
Topics: Digital Transformation, adobe audience manager, customer insights, personalisation, travel and hospitality marketing, UK, UK Exclusive, Digital EMEA
Products: Analytics, Experience Manager