Y&R Italy For Costa Cruises - Human Driven CRM

 

simona maggini
CEO VMLY&R/WPP
 

Give us an overview of the campaign, what is it about?

“Human driven CRM” is a long term, on going project,  which is extremely successful. Thanks to an increasingly deeper segmentation of  Costa Cruises customers, based on their behavior, habits and desires in every moment of their journey, we have shifted  communication from a one-to-many approach to a one-to-one approach, using an algorithm which can generate up to one million different e.mails per week.

 

Tell us about the brief, what did it ask?

The Company’s objective declared in the brief was to increase sales through the Direct channel.

 

Which insight led to the creation of this piece of work?

Many people  perceive a cruise as a once in a lifetime kind of vacation, a dream holiday, a way of traveling with a touch of old fashioned flavor. Considering going on a cruise may initially be met with some doubts but  for 90% of people who go, a cruise experience is very positive.  This is  why the loyalty club exists and  generally why it is so important for the company to transform the first experience cruise passenger into a repeater, and the repeater in advocate.

 

Why was this idea chosen?  

Because the Company  perfectly understood that the idea could bring about and exploit a fully personalized commercial proposal

 

What was the greatest challenge that you and your team faced during development.

CRM is a mathematics based job. Clustering, targeting and measurement are the mantra of this touchpoint. The challenge is to remain focused on the main idea, bearing in mind a clear journey and tone of voice for each different cluster from the “first experience” to the most loyal repeaters.

 

What did you enjoy most about seeing this campaign through?

The excellent results that this project still continues to obtain.

 

Did you learn anything new from the experience?

Data and analytics are the only way to make campaigns relevant and effective, but only if processed through human sensitivity. The “Human driven CRM” project was conceived with this approach and the results show us that we are not wrong.

 

Where do you see this campaign going in the future?

Technology can increasingly ensure our communication is more human, giving us the ability to customize each single person’s world.