Royal Caribbean International : Keeping customers informed
Prominent information updates are an eye-catching piece of customer relationship management.
Florida-based cruise line operator Royal Caribbean International uses the home page of its web site to sell the idea of cruising as an adventure as well as its own tours and services. However, the most visible element on the page is an ‘Important Updates’ panel sitting immediately below the main photo that runs the full width of the page.
Reversed out white on a deep red background, the panel heading contrasts with the predominantly blue colour scheme of the rest of the page. In the panel is a link to a ‘Tropical Weather Update’, which gives reassurance that Royal Caribbean is monitoring the path and progress of Tropical Storm Franklin along with details of changes to the itinerary of one ship considered likely to be affected.
With the onset of the hurricane season in the region Royal Caribbean knows not only that it may need to make late changes to its cruise schedules but also that passengers too will be keeping an anxious eye on weather reports and checking out the web site for news about if or how their trip might be affected. The eye-catching placement of the Important Updates is reassuring in itself – both to customers hitting the home page in search of news and, more subliminally, to others who will note the element of customer support.
Web sites are ideal for this kind of customer relationship management because they can be updated as and when necessary, and they divert enquiries away from more expensive telephone services. And it is not just travel companies who can benefit; product recalls, new data sheets, policy amendments or rate changes could all be flagged this way.http://www.royalcaribbean.com
First published on 26 July, 2005