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Carnival UK case study
How the travel giant has improved customer service, engaged
staff and reduced costs
Julie Warne, Head of Customer Contact Centre, Carnival UK

Customer experience seminar – Oct 2013
Carnival UK case study
http://www.youtube.com/watch?v=ABz7E35vWOc
Background

•
•
•
•

One of the worlds largest vacation company
Fulfil over 10m passengers dreams a year
Cruising is a complex business
Carnival UK responsible for the two brands
within one Customer Contact Centre
• B2B & B2C relationships
Challenges
“In 2008 and to date my challenge is to deliver great service, maintain
staff engagement during a difficult economic environment, therefore
reducing costs”

2008
The expected
Increase Productivity

Reduce calls

Always...
The unexpected
Thoughts……
• Streamline the Contact Centre (maintaining Customer Service)
• Focus on Self Service
• Focus on Expertise
Voice calls

•Remove calls with a low value

Emails

•Deliver consistent information

Consumer Website

•Provide greater value 24/7

Trade website

•Customers/trade using the most cost
effective channels
Transversal ?

Very valuable
Knowledge

Very valuable
Knowledge
Our approach….

• Engaged with transversal in 2008
– Created a knowledge base executive role
– Launched internally shore side and evolved the
content
– Gave access to our ships crew

• Deployed to our trade website in 2009
– Ask CCS.com

• Deployed to our consumer website later in 2009
– Customers had to ask a question before an option to
email us was is presented
– Now deployed in social media
Carnival UK Case Study - improved service, engaged staff and reduced costs
What do our customers ask?
Do the crew leave the ship at night?
Will my window be below the sea?
Will you have a bicycle pump on board?
Do I have to pay to go ashore?
Can we go ashore independently?
Do you do singles cruises (like a dating type cruise)?
Will I get a chance to 'drive' the ship?
Benefits….
450000

Hits By Entry Point

400000

350000

300000

250000

200000

150000

100000

50000

0
Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12
Ask CCS Entry Views
Internal Entry Views
Cunard Entry Views
P&O Entry Views
Benefits….

• Experiencing over 3million views a year
• Have grown capacity and reduced headcount
Capactity v FTE
8,000,000

300.00

7,800,000

250.00

7,600,000

200.00

7,400,000

150.00

7,200,000

100.00

7,000,000

50.00

6,800,000

2008

2009

2010

2011

Manpower Budget PBD's

2012
AV. FTE

2013
Benefits….

• Reduced our call volumes
Call volumes
1800000
1600000
1400000
1200000
1000000
800000

call Volumes

600000
400000
200000
0

2008

2009

2010

2011

2012

• Building Expert within our Contact Centre
• Consistent messaging to our customers
Benefits….
• Helps with the marketing messages to customer
– Improved our pre cruise information
– Improved our general website content

• Customers love it!
• Incident information
• Operates 24/7
• Improved engagement within the contact centre
• Key support to structure change on how Customer is supported
through the CCC
Future plans….

• Introducing Multichannel
– Web Chat
– E - Forms
– Click to Call

• Key to integrate with the knowledgebase
Questions?

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Carnival UK Case Study - improved service, engaged staff and reduced costs

  • 1. Carnival UK case study How the travel giant has improved customer service, engaged staff and reduced costs Julie Warne, Head of Customer Contact Centre, Carnival UK Customer experience seminar – Oct 2013
  • 2. Carnival UK case study http://www.youtube.com/watch?v=ABz7E35vWOc
  • 3. Background • • • • One of the worlds largest vacation company Fulfil over 10m passengers dreams a year Cruising is a complex business Carnival UK responsible for the two brands within one Customer Contact Centre • B2B & B2C relationships
  • 4. Challenges “In 2008 and to date my challenge is to deliver great service, maintain staff engagement during a difficult economic environment, therefore reducing costs” 2008 The expected Increase Productivity Reduce calls Always... The unexpected
  • 5. Thoughts…… • Streamline the Contact Centre (maintaining Customer Service) • Focus on Self Service • Focus on Expertise Voice calls •Remove calls with a low value Emails •Deliver consistent information Consumer Website •Provide greater value 24/7 Trade website •Customers/trade using the most cost effective channels
  • 7. Our approach…. • Engaged with transversal in 2008 – Created a knowledge base executive role – Launched internally shore side and evolved the content – Gave access to our ships crew • Deployed to our trade website in 2009 – Ask CCS.com • Deployed to our consumer website later in 2009 – Customers had to ask a question before an option to email us was is presented – Now deployed in social media
  • 9. What do our customers ask? Do the crew leave the ship at night? Will my window be below the sea? Will you have a bicycle pump on board? Do I have to pay to go ashore? Can we go ashore independently? Do you do singles cruises (like a dating type cruise)? Will I get a chance to 'drive' the ship?
  • 10. Benefits…. 450000 Hits By Entry Point 400000 350000 300000 250000 200000 150000 100000 50000 0 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Ask CCS Entry Views Internal Entry Views Cunard Entry Views P&O Entry Views
  • 11. Benefits…. • Experiencing over 3million views a year • Have grown capacity and reduced headcount Capactity v FTE 8,000,000 300.00 7,800,000 250.00 7,600,000 200.00 7,400,000 150.00 7,200,000 100.00 7,000,000 50.00 6,800,000 2008 2009 2010 2011 Manpower Budget PBD's 2012 AV. FTE 2013
  • 12. Benefits…. • Reduced our call volumes Call volumes 1800000 1600000 1400000 1200000 1000000 800000 call Volumes 600000 400000 200000 0 2008 2009 2010 2011 2012 • Building Expert within our Contact Centre • Consistent messaging to our customers
  • 13. Benefits…. • Helps with the marketing messages to customer – Improved our pre cruise information – Improved our general website content • Customers love it! • Incident information • Operates 24/7 • Improved engagement within the contact centre • Key support to structure change on how Customer is supported through the CCC
  • 14. Future plans…. • Introducing Multichannel – Web Chat – E - Forms – Click to Call • Key to integrate with the knowledgebase