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Cunard sells luxury
cruises by phone
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“Selling
top-of-the-range cruises over the phone is not an
easy task, but Broadsystem did a fabulous job for
us.”
Wendy Sansome, Cunard
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Objective
Cunard wanted to undertake targeted telemarketing for its premium cruises to
test customer acquisition and relationship development. The campaign objectives
were to:
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generate
interest |
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gather
marketing information |
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generate
bookings |
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gain
a return on investment |
Solution
Cunard came to Broadsystem,
as they did not have these particular outbound calling skills in-house.
Telephone agents were selected based on specific experience requirements.
We provided the sales training and Cunard provided the knowledge
training.
Results
Within the database of contacts,
10.5% had cruised before and 89.5% had not. These results proved
to Cunard that its customers are willing to book when they receive
an outbound call:
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the
conversion rate of the campaign as a whole was 8.7% |
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the
return on investment was almost 200% |
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the
conversion of bookings made to referrals is 2.39% |
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Cunard was
provided with market intelligence and received increased brand
awareness |
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the
programme reinforced the brand quality standards of Cunard,
a company that continues a tradition of luxury cruising begun
back in 1840. |
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