Celebrity Cruise Line Powerpoint Sales Presentation

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Celebrity Cruise Line Powerpoint Sales Presentation Powered By Docstoc
					               Welcome To
               Royal Caribbean Cruises Ltd
               MDM Presentation


A look at RCCL’s Strategic approach to
Customer Data Integration
Introductions / Agenda

  Our Company
  Overall Company Challenges
  CRM/CDI Business Strategy
  Our Project Focus: CDI
  Enabling the Strategies
  Make Sure you look out for
  Q&A
Our Company

  We are a Global vacation company
  5 brands
    Royal Caribbean International
    Celebrity Cruises
    Pullmantur S.A.
    Azamara
    CDF


  Over 35 ships, 4 rail cars, 52 motor coaches
  30,000+ employees
  Headquarters located in Miami, FL
  Remote offices across the world
Distribution Channels



                                Call Center


Guests     Travel Agents




                               Direct Sales




Guests

                                   Web

    Looks simple, right?

    It’s not - We face many business challenges
Business Challenges

 Lack of customer identification across customer touch
 points
 Limited access to a complete and accurate view of a
 customer
 Minimal guest contact until onboard the ship
 Customer and transactional data decentralized
 Data quality issues within and across customer data
 sources
 Unable to integrate with current transactional/web
 systems
Enabling Strategy through Technology – MDM/CDI

Customer Data Integration Goals and Objectives:
  Appropriate guest recognition across all enterprise
  customer touch points
  Maintain a holistic and centralized view of the customer
  profile (prospect, guest and travel agency/agent) across
  the enterprise
  Improve data quality and survivorship capabilities
  Distribute customer data across CRM systems
  Establish data stewardship best practices
  Multi-phase approach:
     Phase I Prospects & Guests
     Phase II Trade
Enabling Strategy through Technology - Tool

Oracle’s Universal Customer Master

 Matching, Survivorship and Data Stewardship
 functionality
 20 Million consumer records converted from multiple
 different sources
 Householding assignment
 Batch integration with enterprise systems
 Real-time customer & prospect data entry &
 deduplication
 Data Quality Integration
 Communication Compliance
MDM/CDI – Architecture/Implementation Style

RCCL closest to ‘Coexistence Style’
  Pros:
     Data updates across multiple data capture points
     Centralize and store all major profile attributes
     Improved data quality
  Cons:
     Data latency between application and CDI hub updates
     Maintenance costs (batch processing)
     Issues arising from data latency
        Operational & transactional
Current & Future MDM Environment at RCCL
             RCCL Customer Touch Points                                                   RCCL Enterprise Systems
                                                            Transactions




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                                                                                                                                                                          External Marketing




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                                                                      Shipboard Systems                             Shoreside Systems
                                                                      -Onboard Revenue/POS                          -Individual/Group Bookings                            Loads
                                                                                                                    -Revenue; Charges & Pmts                              -Prospects
                                                                      -Embarkation/Debarkation
                                                                                                                    -ASR                                                  -Consumer Surveys
                                                                      -Comment Cards
                                                                                                                    -T/A Profile & Activity                               -Promotion Response
                                                                                                                                                                          -Customer Demographics
                       Reservations


                                                                                                           Information Flow

    Travel Agents

                          Sales              Capture                                                       Customer Data Management
                                                                                     M atch




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                                                                                                       Cons
                                         Customer Profile
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                                                                                   Enterprise




                                                                                                           lidate
                                                                                                                                                         Marketing Data Mart
                     GPS & ShipBoard
                         Service                                           E    Customer Record


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                                            Distribute
                                                                                h



                     Loyalty/Marketing


      Guests


                     Customer Service


                                                                                                       Fact Based Reporting/Analysis

                                                                                     RCCL Business Users
                                                                                                                                                                    Actionable results /
                        DM/Email
                                                                                                                                                                    Continuous Improvement
Make sure you look out for….

 Over educate end users & decision makers on CDI
 fundamentals, functionality and benefits
 Define and develop data stewardship approach and
 resource requirements
 Drive decisions using rigorous data quality analysis

 Don’t forget the importance of business process as a
 critical success factor

 Plan for sufficient testing time and resources across all
 integration points, both source and target

 As you are introducing new tools, limit parallel deployment
 of dependent bleeding edge technology solutions
Thank You!




             Get Out There®