Building Superior Customer Experience On Smart Ships To Drive Brand Preference And Revenue


A newer cruise line is growing exponentially (800% in 10 years). This growth continues with the launch of 11 new Smart Ships as of 2017. This Company is attracting new types of passengers with young millennial families being the fastest-growing segment. The new fleet of ships is equipped with iBeacons, NFC technology, interactive screens and an app offering multiple opportunities to engage passengers.

This Cruise Company needed guidance in how to create a superior and seamless brand experience, leveraging their technology advantage to demonstrate the brand’s promise of luxury, emotional connection, and hospitality. By enabling each passenger to fully enjoy their cruise in the way they choose the brand would be delivered through a great customer experience. The business objective was to increase on-board revenue in a way that remained customer-centric and reflected each passengers’ behavior.


Ogilvy Consulting supported our Cruise Client in building a clear vision and brand proposition for the new services on the cruises. Working closely across the different business units, detailed customer journeys were developed, mapping customer pain points and business opportunities.

These translated into experience maps and content recommendations. We applied behavioral science to nudge passenger habits and choices, and to help them engage with the digital experience on-board more quickly. We also created the name for the onboard experience and the services architecture to communicate to Travel Agents & Consumers.

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