In 2012, a global Top 3 leader in the cruise line industry-which serves dozens of markets across the world with over 450 global destinations-wanted to generate more business among international customers. It identified several goals to make that happen:
- Localize its digital customer experience into several languages to improve engagement and conversions
- Support international travel agents with a translated, secure, informational and booking portal
- Offer multilingual support to on-ship guests via localised kiosks and a mobile app
- Provide localised brochures and signage for on-ship guests and staff
The cruise line, renowned for its excellent customer service, knew it couldn't compromise on its localised CX. But several obstacles awaited the company:
- Its lean teams didn’t have the expertise to translate the digital content; a third-party vendor would be required
- The technical complexity of the travel agent portal wasn’t just complicated for the cruise line’s internal teams—it completely outclassed nearly every digital translation vendor, making it practically impossible to localize
- The overwhelming technical and operational complexity would delay the project’s speed-to-market … if it could be completed at all
The company realized it needed a superior "one stop" turn-key solution that could localize its complex portal, website and omnichannel content. Equally important, the solution needed to be nimble, to accommodate the rapid pace of its cross-channel content production schedules.
Until it found a solution, the cruise line's international engagement and sales would continue to stagnate-or even decline. Too many competitors were already providing localised experiences for their global customers. The company was losing international market share.