Remove the crap out of customer experience

Remove the crap out of customer experience

Customer experience - Remove the crap out of customer experience

There is a big distinction between a company that makes digital-enabled products and services and digitally-enabled/digital company which requires a difficult transformation. Royal Caribbean is embarking on the latter course.

Remove the crap out of customer experience

Getting on a cruise ship is a mess of governmental, security, customs and immigration procedures, which used to mean lots of standing in-line and filling out forms. Royal Caribbean has reduced the on-boarding process from 1.5 hours to 10 minutes on its newest ships.

Royal Caribbean has streamlined this process with a Smart Checkin app, which enables guests to complete forms at home, so only a quayside scan of a barcode and passport are required.

Remove the crap out of customer experience

Once on-board, guests can use their devices to plan and book activities on-board or excursions on-shore, or contact other guests and use the internet, social media, send emails or make video calls as they would at home. They also use a “WOW Band” – bracelets with an RFID chip in – to access their cabin or make purchases on board.

This isn’t just about building apps

Accelerating the digitization of business processes

This isn’t just about building useful apps, it’s about how Royal Caribbean build cruise ships. Digital technologies have transformed the way Royal Caribbean Cruises designs, builds and operates cruise ships.

Digital transformation should be a company-wide initiative. It includes how companies design, develop, manufacture, market, sell and deliver products and services, workforce mobilization, as well as the ‘smart’ enablement of assets and products and the technology that makes it all work together seamlessly.

Improving the overall customer experience should be a top business priority for companies and a main driver behind their digital transformation ambitions.

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About The Author

Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement, development and change management. International experience from management positions in Denmark, Germany and Switzerland.

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