By Christie Flanagan on Jan 14, 2013
Prior to the holidays, we spent some time on the WebCenter blog focusing on how to optimize the online customer experience using segmentation and targeting with Oracle's web experience management solution, Oracle WebCenter Sites. We also introduced you to Oracle's real time decisioning engine, Oracle Real-Time Decisions, which can be used in combination with Oracle WebCenter Sites to enable automated targeting and segmentation.You can check out those posts using the following links:
- Why It Is So Important to Know Your Customer
- Segmentation and Targeting: Your Tools for Personalizing the Online Customer Experience
- Defining Your Online Segmentation and Targeting Strategy
- Optimizing the Online Experience with Oracle WebCenter Sites and Oracle Real-Time Decisions
Today, we're expanding on this theme and featuring a guest post from Oracle sales consultant, Sumeet Prasad. Sumeet is part of the Oracle Real-time Decisions strategy team. Sumeet has been with Oracle for six years and has twelve years of experience in the real-time decisioning space. This post will give you a very good sense of the truly powerful capabilities of Oracle Real-Time Decisions for optimizing the online customer experience.
Holland America is a wholly owned subsidiary of Carnival Corp. It is recognized as a leader in the cruise industry’s premium segment. Holland America Line’s fleet of 15 ships offers nearly 500 cruises to 320 ports of call in more than 100 countries and is expected to have carried over 750,000 cruise passengers in 2012 that visited all seven continents.
Like many in the travel industry, Holland was looking for ways to increase revenue and margin in a poor economy. Maximizing the revenue from their passengers was important to increasing overall revenue. The travel industry is trending towards more online bookings and customers are increasingly more web savvy. Holland’s existing websites for both cruise booking and shore excursion provided a one size fits all approach in regards to customer experience.
Holland America decided to utilize Oracle Real Time Decisions (RTD) to help achieve their goals. They went live with RTD in June of 2012 within their Online Shore Excursion booking process. They had 2 primary business goals for this initiative:
- Leverage Real-Time Decisions to help increase booking revenue for Shore Excursions, Indulgences, Spa and Dining by optimizing cross-sell and up-sell offers in the web channel through adaptive learning and multi goal arbitration
- Leverage Real-Time Decisions to improve the overall customer experience by providing personalized and targeted content, and product recommendations throughout the Shore Excursion selection experience.
RTD provides Holland America with a cross channel, centralized decision management service for Customer Experience Optimization. RTD enables real-time intelligence to be instilled into any customer interaction, thus Holland is able to learn and predict which shore excursions, indulgences, and dining options are most appropriate to deliver to a customer. By learning from every single interaction and adjusting their processes in real-time, Holland America always takes the best course of action and optimizes the value of each opportunity.
The RTD Decision Management Framework provides for user-defined business rules, automated segmentation, real-time predictive models, test and control capabilities and user defined performance goals for optimizing decisions. Both rules and models can operate on historical, transactional and contextual real-time information. This allows Holland America to treat every customer coming to the Shore Excursion site as a “segment of one” and provide for personalized and optimized customer experiences.
There are four optimized decisions that RTD makes as part of the Shore Excursion Booking Process. 90% of visitors have the optimized experience (RTD) and 10% of the visitors have the control experience (status quo):
- Decision #1: Show/No Show shore excursions landing page: Determine which flow is best for each customer.
- Decision #2: Which landing page image is best to display?
- Decision #3: Rank order the top excursions on the catalog page for each customer?
- Decision #4: What are the best additional shore excursions, indulgences and spa and dining offers to recommend on the shopping cart page?
Within one month of being live, Holland America saw booking rates increase by 14% for the optimized experience (RTD) vs. the Control Experience (status quo). The success of this first project is helping pave the way for future RTD projects, as well as the adoption of Web Center Sites for building and managing their websites.