AIDA is revolutionising customer communication with a 360° customer view. Find out how you too can efficiently implement customised campaigns with DYMATRIX Marketing Automation.
AIDA Cruises is a brand of the British-American cruise company Carnival Corporation & plc for the German-speaking market and is owned by the southern European subsidiary Costa Crociere S.p.A. The entire AIDA fleet comprises 13 ships (including AIDAaura, AIDAprima, AIDAsol) and offers its guests cruises to North America, Northern and Western Europe, Southeast Asia, the Canary Islands, the Mediterranean, the Adriatic, the Caribbean, the Baltic, the Orient and India with a total capacity of 30,460 beds. As the market leader for cruises in Germany, AIDA Cruises employs 14,000 people from 50 countries, 12,500 of whom work on board and 1,500 on land.
With the aim of providing its customers with personalised communication tailored to their wishes, interests and needs before, during and after the trip, AIDA Cruises faced the challenge of seeing the customer holistically.
Too many independent data systems and only a 270° customer view meant that the communication flows with the customer could not be standardised across all channels. For example, although the existing email marketing tool Inxmail was used to send newsletters, no response data, such as click and open rates, was historicised and used for subsequent communication. AIDA lacked standardised, automated regular communication and event-triggered processes in order to fully exploit the entire potential of the online and offline channels in a consolidated manner.
To enable a holistic 360° customer view, the first step was to set up a centralised multi-channel customer database on an infrastructure provided by AIDA. The operational CRM, data warehouse, email and newsletter data served as data sources for this. Using the tried-and-tested DYMATRIX ID matching, the data source was consolidated and a comprehensive 360° marketing customer view was generated.
The implementation of DYMATRIX Marketing Automation based on the multi-channel customer database now enables personalised customer communication via touchpoints such as the lettershop, call centre and email. The latter has now also been connected to the CRM data mart in such a way that data from the click behaviour of newsletter recipients can be fed back into the 360° customer view in a closed-loop approach and used for future communication.
Thanks to the standardised database and the 360° customer view, the key figures of customers and prospects can be derived and used efficiently in the marketing strategy. The closed-loop approach now enables customised and personalised multi-channel communication along the entire customer journey. Event-triggered campaigns, for example when a payment is received or a new AIDA club level is reached, can be started fully automatically and integrated into the customer dialogue in a personalised way. In addition, customer behaviour at the various touchpoints, such as in the travel agency or online, can now also be used for cross-selling and up-selling campaigns.
New data sources and touchpoints can be easily and flexibly integrated into the existing marketing automation solution in future and individual communication on board, e.g. via cabin TV, the AIDA app or the printed personalised daily programme, are the next steps.