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 localized kiosks and a mobile app
- Provide localized 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 localized 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 localized experiences for their global customers. The company was losing international market share.