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Once they have chosen their preferred
cruise, the customer can select among the
options developed by Costa to enhance
the
customer experience
; the choice of
extras was further extended in 2015.
The magazine
Travel Talk
, now available
in digital format, provides all the main
information needed for a cruise – from
how to find your cabin to when your
luggage will be delivered – in the form
of a series of easy to follow videos that
are screened in the public areas of the
ship and also on charter flights carrying
guests to their port of departure.
The
Diario di Bordo
, with its new
improved layout, provides further useful
information for guests – e.g. the times of
thevarious shipboardservices, port arrival
and departure times, a section dealing
with food&wine events and the division
of the entertainment listings into three
periods during the day:
buongiorno
,
buon pomeriggio
and
buona serata
.
After the cruise, a comment form is
emailed to all the guests; the aim of this
online questionnaire is to determine
the level of customer satisfaction. The
responses are evaluated to work out
which areas of service delivery require
improvement and to measure guests’
degree of loyalty. The Net Promoter
Score
2
, introduced in 2014 to assess
customer satisfaction, was measured at
40%, an impressive result approaching
the benchmark for excellence (50%).
The NPS is an index used to analyze
respondents’ perception of the distinctive
features of the product; in Costa’s case,
key features surveyed included the
food&beverage service, shore tours,
shows and entertainment – these being
deemed decisive in terms of whether
someone would recommend a Costa
cruise holiday.
WEBSITE
CONTACT
CENTER
BROCHURE
The number of site visits registered a 2.5% increase, confirming that
the new way of depicting the shipboard experience was particularly well
received.
The Contact Center is one of the most important channels for managing
the whole engagement process. It is open 24/7 via the toll-free number; in
2015 some 1,847,167 calls were fielded in the main markets (Italy, France,
Spain).
A special consultancy service is provided by means of phone appointments
with experts giving assistance with the choice of cruise.
The Costa Cruises brochure is distributed to partner travel agencies
and available online. It provides an overview of the product offer and
is designed to guarantee that the content is transparent, accurate and
complete. The Company’s commitment to objective representation of its
product is reflected by the direct involvement of the guests themselves as
roving reporters: past and recent cruisers provide large amounts of input
by posting photographs and impressions of their vacation with Costa on
the social media platform, notably the sections called
Millions of Memories
and
Costa Cruise Tips
.
How to contact the world of Costa
2
The NPS, introduced worldwide in 2003
by Bain & Company and Satmetrix Systems,
is the industry standard measurement of
customer loyalty.