Adobe Experience Cloud helps us address every step in the customer journey and create a world that revolves around what customers want.

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1 Successes on the sea. Silversea Cruises creates tailored digital experiences that reflect luxury, bespoke on-board accommodations and services using Adobe Experience Cloud. Adobe Experience Cloud helps us address every step in the customer journey and create a world that revolves around what customers want. Xavier Bussonnais, Director of Digital Marketing, Silversea Cruises SOLUTION Adobe Experience Cloud, including: Adobe Analytics and Audience Manager in Adobe Analytics Cloud; Adobe Target and Experience Manager in Adobe Marketing Cloud; and Adobe Advertising Cloud Search Adobe Customer Solutions RESULTS Developed insights into customer behaviors and preferences to deliver PERSONALIZATION across channels Reduced cost per acquisition by 15% while increasing site conversion by 20% CUT site development times by 40% and accelerated new content development by 30% Enhanced content, creative, navigation, and more to improve CUSTOMER JOURNEYS

2 Silversea Cruises Established in 1994 Destinations: 900 Monaco-Ville, Monaco CHALLENGES Personalize digital interactions to mirror brand and on-board experiences Improve visibility into customer behaviors and preferences to drive optimizations and personalization Increase marketing agility to deliver more of the content that customers want most USE CASES Digital Foundation Personalized Experiences Content Marketing & Velocity Customer Intelligence Acquisition Accelerator Journey Management Online and at sea Modern cruise ships are largely regarded as floating cities, carrying thousands of people to far-flung destinations, exotic islands, or even around the world. What makes Silversea Cruises stand out from the crowd is that it eliminates the hustle and bustle of oversized, overloaded ships and delivers a premium, boutique experience. Each ship within the company s fleet takes only a few hundred guests at a time to more than 900 destinations, letting guests focus on their vacations instead of the crowd. The Silversea Cruises brand is built around delivering personalized experiences that enable guests to get the most from every trip and enjoy every location exactly the way they want. We are a leader in ultra-luxury cruises and, as tastes change, we want to be ahead of the curve for every individual, says Xavier Bussonnais, Director of Digital Marketing at Silversea Cruises. A complete digital transformation was the answer to identifying the ever-changing behaviors, habits, and preferences of our discerning clientele. One trend among customers is that more are coming directly to the Silversea Cruises site to research cruise options and understand the value they get from the voyage regardless of their preference to purchase directly or through a travel agent. This means that Silversea Cruises needed to raise the quality of its digital properties to match on-board experiences. Additionally, the cruise line needed to personalize content and interactions, focusing on the destinations, accommodations, excursions, and other options that individuals want most.

3 Our guests expect personalized service at every step of their journey, from booking and boarding to the dining room and transport, says Bussonnais. Incorporating personalization into digital interactions was a natural next step with how we are evolving customer experiences and mirroring the high standard of what guests can enjoy while on board. Adding to the challenge of personalizing experiences, customers are reviewing cruise information across multiple sources social media, review sites, and more to make decisions about purchases, making developing a complete view of a customer more difficult. In turn, Silversea Cruises needed a better way to track, measure, and leverage customer data to maximize the usefulness of every insight it can capture. This pushed Silversea Cruises to retire its disparate, legacy platforms and adopt a unified solution for creating innovative customer interactions. We were agnostic with how we adopted software until lack of integration became problematic and we started to lose scalability and performance. Adobe Experience Cloud solves all of those issues, as well as boosts our visibility into customer activities and agility so we can respond to changing customer demands. Xavier Bussonnais, Director of Digital Marketing, Silversea Cruises Changing with the tides We were agnostic with how we adopted software until lack of integration became problematic and we started to lose scalability and performance, says Bussonnais. Adobe Experience Cloud solves all of those issues, as well as boosts our visibility into customer activities and agility so we can respond to changing customer demands. Over a nine-month period, Silversea Cruises digital team of 12 partnered with Adobe Customer Solutions and completed a dramatic digital transformation, employing Adobe Analytics, Adobe Audience Manager, Adobe Experience Manager, Adobe Target, and Adobe Advertising Cloud Search within Adobe Experience Cloud. By adopting an integrated platform, the cruise line knew that it could not only quickly deploy the new technology, but spin up new marketing activities rapidly, accelerating insights and wins. At the core of the Silversea Cruises marketing ecosystem, it chose Adobe Analytics and Adobe Audience Manager to tie together customer data from onsite activities and media channels. We knew that all of our personalization efforts were going to rely on high-quality, trusted data, says Bussonnais. Adobe Analytics Cloud solutions work together seamlessly to communicate clear insights in real time, delivering accurate data and creating defined audience segments. By diving deep into data, Silversea Cruises now has clear insights into the basic details a travel company needs to begin tailoring a travel experience. It can see which guests are traveling alone, with a partner, or as a family, as well as which destinations, activities, and other general interests a customer has.

4 To help link insights to delivering personalized interactions, Silversea Cruises implemented Adobe Experience Manager and Adobe Target. The cruise line started by taking the foundational elements of its original website creative, copy, and more and migrating them to Adobe Experience Manager. Then, instead of completely overhauling its website as it launched Adobe Experience Cloud, Silversea Cruises chose an iterative approach to optimizing its digital presence. We re empowering our marketers and content authors with more control over what s being presented to our customers, says Bussonnais. Adobe Experience Manager enables us to make changes quickly and deliver a better customer experience. We ve cut our development times by 40%, letting us focus more on bigger challenges that face our business. Bussonnais also notes that new site components and content are delivered 30% faster using Adobe Experience Manager. Adobe Experience Manager enables us to make changes quickly and deliver a better customer experience. We ve cut our development times by 40%, letting us focus more on bigger challenges that face our business. Xavier Bussonnais, Director of Digital Marketing, Silversea Cruises A personal touch Using Adobe Target, the company regularly deploys tests to better understand which new experiences resonate best with audience segments. Testing is also helping Silversea Cruises to optimize creative, layouts, content, navigation, and more to eliminate roadblocks within customer journeys to boost engagement, clicks, purchases, and other KPIs. Automated Personalization capabilities within Adobe Target are also serving as a bridge between insights and delivering the experiences that customers want. Leveraging algorithms that are improved upon daily, customers receive personalized content, images, offers, and more that speak to their unique profile, raising the relevance of every interaction. Attention to detail is one major element that sets our brand apart from the rest of the industry, says Bussonnais. 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. In the future, Silversea Cruises expects to amplify its existing personalization and recommendations by taking advantage of machine learning and artificial intelligence capabilities powered by Adobe Sensei. As a result, the company can scale its efforts to put a finer point on targeting experiences.

5 SOLUTION AT A GLANCE Adobe Experience Cloud, including: Adobe Analytics Cloud Adobe Analytics Analysis Workspace Marketing Reports and Analytics Data Workbench Adobe Audience Manager Identity Management Audience Activation Adobe Marketing Cloud Adobe Target AB Testing Multivariate Testing Rules Based Targeting Recommendations Automated Personalization Adobe Experience Manager Sites and Assets Adobe Advertising Cloud Search Adobe Customer Solutions Hailing customers In addition to setting the right expectations for customers that already know the brand, Silversea Cruises wanted to focus its advertising efforts on customers that would most likely be interested. Using Adobe Experience Manager and Adobe Target, along with Adobe Advertising Cloud Search, Silversea Cruises creates personalization across display, social media, and search channels to attract customers. The combination of personalization and targeting content within its advertising strategy has not only helped Silversea Cruises attract more engaged customers, but also save money. Overall, the company has reduced cost per acquisition by 15% and boosted conversion by 20%. Everything that we do now revolves around data and personalization starting with the first impression to the point where a customer steps off of the ship to go home and when they decide to book again, says Bussonnais. Adobe Experience Cloud helps us address every step in the customer journey and create a world that revolves around what customers want. For more information Adobe Inc. 345 Park Avenue San Jose, CA USA Adobe, the Adobe logo, and Sensei are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners Adobe Inc. All rights reserved. 10/18