Fred Olsen Cruise Lines, a leading name in the luxury cruise industry with a 175-year heritage, recently completed a significant transformation of its customer relationship management (CRM) system with the help of Salisbury-based A2Z Cloud.
This transformation is part of Fred Olsen Cruise Lines’ ongoing commitment to delivering an exceptional customer experience.
The cruise operator’s previous data systems lacked the comprehensive insights needed to provide a 360° view of customer interactions, leading to inefficiencies in service delivery. In 2022, Nicki Gordon, the company’s CRM Manager, took charge of the project to overhaul the system using Zoho CRM, with A2Z Cloud as the strategic partner.
Nicki said, “We had an incredibly smart piece of kit but it just wasn’t structured in the best way possible for us. A2Z Cloud took on board our requirements and understood exactly what needed to be done.”
A2Z Cloud successfully integrated Fred Olsen Cruise Lines’ guest and booking data into a single system, which has significantly streamlined operations and improved the quality of service the company offers its guests. “The benefit to the guest is that we’re able to access all their data in one place – helping us deliver the best service possible,” Nicki added.
The new CRM system has transformed the ability of Fred Olsen Cruise Lines’ staff to access real-time customer data and has also resulted in substantial cost savings. Additionally, the automation of key marketing campaigns, such as the Welcome Home initiative, has delivered a notable return on investment.
Fred Olsen Cruise Lines continues to work closely with A2Z Cloud to optimise its CRM capabilities further, ensuring that it remains at the forefront of customer service excellence in the cruise industry.
Paul Whitelock, Senior Account Executive at A2Z Cloud, said, “Our successful partnership with Fred Olsen Cruise Lines, has been built around the common objective of delivering the best experience possible for their guests. A2Z Cloud’s development team dived into understanding the challenges faced by every team interacting with guests, even in scenarios like maintaining peak effectiveness while out at sea. Each cruise essentially operates as a flight company, hotel, restaurant, excursion planner, spa, and gym all rolled into one.
“A2Z’s solutions are utilised at every stage of the journey, on and off-board, from marketing applications designed to attract new guests to automated customer satisfaction surveys that gather feedback after the cruise.”
Pictured above: Paul Whitelock, Senior Account Executive at A2Z Cloud with Nicki Gordon, CRM Manager at Fred Olsen Cruise Lines
