The luxury travel provider in this case study has been serving customers in the luxury segment from Europe, the USA and South America for 15 years. Over the years, customer channels have grown organically. Several different departments perform maintenance on demand.
Situation: Haugan Cruises are luxury travel provider who have been serving customers in the cruise industry from Europe, the USA and South America for 15 years. Over the years, their customer channels have grown organically, with several different departments performing maintenance on demand.
Challenge: With over 10 different customer/lead lists in existence and being processed manually, it was very difficult to deliver a truly multi-channel experience or to effectively personalize the customer experience.
Solution: Establishing new digitalized marketing and communications logic with automated processes, all based around Mautic.
Results: The results included:
Over 10 different customer/lead lists exist and were being processed manually. A multichannel strategy, prioritization of leads and a personal approach is not possible. Many compromises also had to be made in the user experience.
In addition, expensive tools were used, applying pressure to the marketing budget. Due to the fragmented tool landscape, however, no clear statements can be made about the added value in performance.
The team at Aivie set up a marketing automation solution based on the open source technology Mautic. This included:
The 15 existing customer lists were combined into one complete and optimized list. With the marketing automation solution, 12 personalized marketing emails and newsletters are regularly sent to different target groups: B2C and B2B. The emails achieve an average read rate of 22%.
The advanced tracking features provide insights based on visitors’ actions and behavior on the website. This means that the sales team is able to identify the interested leads and follow up with a customized call or email. As a result, the team works more effectively, and communication is continuously improved.
A shift towards customer centricity took place in the communications team. Specifically, from the news logic in the newsletter to the customer logic.
Previously, breaking news from the Galapagos was communicated broadly in a rather random fashion. This content was created ad-hoc and used once. With the marketing automation solution, content can now be delivered in a more targeted manner.
Customers are served individualized newsletters, depending on their interests and travel time. Content can therefore be reused for new leads. The content creators are thus relieved of the burden of constantly creating new content. The focus is on better serving leads with a selection of existing, restructured content.
Haugan Cruises were looking for a solution that was scalable as their business grows, without the pain of having increasing fees to use the same software. Mautic fit the needs perfectly, allowing us to bring all of their customer lists into one centralized tool, and to consolidate several marketing functions in one place.
The primary goals for this project were to:
As a member or partner of Mautic, the provider who contributed this case study are listed on our Partners Directory. Find out more and drop them an enquiry.
Aivie adds value for humans with digital technology. Aivie offers powerful, holistic and comprehensive Mautic hosting and services. Aivie combines the advantages of open source with the convenience of a SaaS tool. We deliver personalised design, automated campaigns, tracking and lead scoring at the click of a button and develop plugins for our customers and […]
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
MAUTIC is a trademark of the Mautic project of the Open Source Collective.
Use the search bar above by typing terms and pressing enter.
