The Role of Customer Identity in Revolutionizing Cruise Brands

1. EBOOK Customer Identity: Your Cruise Brand’s Next Big Innovation

2. Table of Contents “I’M SAILING AWAY” THE OPPORTUNITY FOR CRUISE LINES � � � � � � � � � � � � � � � � � � � � � � � 3 “SET A COURSE FOR THE OPEN SEA” WHAT PASSENGERS EXPECT � � � � � � � � � � � � � � � � � � �4 Prebooking � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 5 Booking � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 5 Precruise� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 5 Cruising � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 6 Postcruise� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 6 Multiple online and offline touchpoints� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 7 Security and data compliance � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 8 The cost of innovation� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 8 “COME SAIL AWAY WITH ME” CUSTOMER IDENTITY IS THE SOLUTION � � � � � � � � � � � � � � � � � 9 1� Better Customer Experience � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 10 2. Security and Privacy Compliance� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �11 3. Return on Investment� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �11 4� FUTURE DIGITAL INNOVATION � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 12 “HEADED FOR THE SKIES” DIGITAL INNOVATION FOR THE FUTURE � � � � � � � � � � � � � � � � � � 12

3. “I’M SAILING AWAY” THE OPPORTUNITY FOR CRUISE LINES Cruise ships are a one-upmanship in fantasy. Every year, new and larger floating palaces are designed to transport passengers to a world of adventure and delight that is otherwise inaccessible. If you asked a passenger to describe their ideal cruise, it’s unlikely that you’d hear the words “frictionless customer experience.” Instead, there’d be raves about go-kart tracks and water parks. Two-storey family suites with built-in slides. Brew pubs and teppanyaki. Laser tag and climbing walls. Glass walkways and dining rooms. And yet, when that frictionless customer experience is missing, passengers notice. The fantasy of being taken care of on a personalized vacation dissolves. We note some of the challenges that cruise lines face Cruise lines are putting so much work into their in delivering that experience. onboard customer experience that the digital customer experience is often neglected. Finally, we explain how a customer identity and access management (CIAM) platform makes it easier And that spoils the customer’s overall enjoyment and to serve and delight passengers and gives your ease of interacting with the cruise brand. cruise line an advantage in the game of fantasy one- In this e-book, we explore what customers expect upmanship. from their digital and onboard experience, from prebooking to booking to precruise to postcruise� © LoginRadius Inc. | Confidential Information 3

4. “SET A COURSE FOR THE OPEN SEA” WHAT PASSENGERS EXPECT Innovation plays a key role in the success of cruise lines. The industry has a history of delighting travelers with new activities and amenities. Innovation attracts people to cruises in the first place and keeps them coming back. Cruise lines have raised consumer expectations and must continue to deliver in order to compete with other operators and other forms of travel. “In the cruise world, the brightest lights shine on the groundbreakers, the first of a new prototype of ship that introduces new concepts, layouts, approaches, and technology. But as operators seek to maximize their investment and build multiple vessels in a class, the pressure is on to make each new ship more special—and profitable. That’s especially true for mass-market lines that cater to first-timers, younger travelers, and families.” —Hannah Sampson, “How Cruise Lines Innovate,” Skift Throughout the customer journey, travelers are looking for innovation in their digital and onboard experience. © LoginRadius Inc. | Confidential Information 4

5. Prebooking Precruise Long before their trip begins, people browse for Once a cruise is booked, customers may want to plan cruising options and click attractive photos on social ahead to calm their jitters and build anticipation of apps� the coming trip. First-time passengers often start with category Before embarking, passengers need to submit searches such as “Alaska cruises” and “best cruise documentation like passport credentials, credit lines” and use comparison sites like cruise.com as cards, and health information. Many travelers prefer they try to get an overview of the possibilities. More an online check-in process that can be done in experienced passengers opt in to personalized advance, rather than standing in line on the day of marketing from particular cruise brands, looking for embarkation� recommendations and promotions� They also want the option of booking ahead for excursions and activities, so they can take their time Booking researching and making decisions. Booking can be complex, offering choices in destinations, meal plans, and room types. First-time passengers are encouraged to book offline through a travel agent to get the best guidance (Cruise Critic). Still, 48% of passengers are confident enough to book online (Sojern). Return customers are more open to registering and purchasing on a cruise brand’s website. They’re willing to create a profile and submit personal information to make rebooking easier and to participate in loyalty programs� © LoginRadius Inc. | Confidential Information 5

6. Every staff person should know who they are. Yoga Cruising enthusiasts want to find a mat waiting for them On the cruise itself, high-energy partiers and lowkey in their cabin. Reserving a table at their favourite loungers alike want an increasingly smooth and restaurant, scheduling babysitting, or booking a port unencumbered experience. Finding their way around adventure should be taken care of automatically. the ship, booking spa appointments, opening their cabin door, and accessing the internet should be Postcruise easy. No one wants to spend their precious vacation After passengers get home, they are open to time wrestling with technology and administrative strengthening their bond with a brand if it’s done in a snafus. customized way for their benefit. Loyalty programs Anyone who’s used a Disney MagicBand knows that should be connected and integrated into the online it’s possible to do away with credit cards, room experience. Customers don’t want to log in to multiple keys, passes, tickets, dining reservations, and meal sites to see their accumulated points and book new vouchers in the self-contained world of a cruise ship. travel. Passengers also want to feel welcomed and Survey questions and incentives should be tailored to recognized. Since the cruise line already has their the traveler’s experience so they don’t have to waste details thanks to the booking and check-in process time deleting irrelevant offers or skipping questions and can track what they’re doing onboard, travelers that don’t apply. expect to get personalized, human treatment. Customers are well aware of how new technology can enhance their research, booking, and travel experience. They’re benefiting from the digital transformation that is already underway in the leisure industry as well as e-commerce and media. © LoginRadius Inc. | Confidential Information 6

7. “WE’LL TRY THE BEST THAT WE CAN” THE CHALLENGES FOR CRUISE LINES Meeting these customer expectations around innovation is challenging for cruise brands on a number of fronts: multiple touchpoints, security and privacy compliance, and the cost of innovation. Multiple online and offline touchpoints Cruise lines interact with their prospects and customers across a range of digital and in-person channels: Prebooking and precruise Websites Email marketing Social media Call centers Travel agents Onboard Check-in Interactive screens Professional photographs Mobile apps Wearables Wifi Customer service © LoginRadius Inc. | Confidential Information 7

8. Multiple touchpoints are important for convenience and access, but they can also contribute to a fragmented customer experience if they’re not connected and centralized. “As travelers move across devices, sites, and channels, their online shopping experience becomes increasingly complicated and drives many online intenders offline to complete their bookings. ... Without having that direct connection to the traveler, cruise lines are not able to nurture loyal guests and drive future direct interactions and bookings” —Sojern, The Cruise Report, 2017 Offline channels are particularly difficult to integrate because the cruise line may not control the interaction, as with travel agents, and because data needs to be captured digitally in order to inform the customer experience. Security and data compliance It’s imperative that companies are vigilant about protecting their customer data and making sure that they adhere to privacy regulations like the European Union’s GDPR. Whatever innovations cruise lines undertake must balance ease of use with strong digital safeguards. Travelers entrust cruise lines with a great deal of sensitive personal information. Just registering online requires a birth date, checking in involves submitting a passport, and onboard activities are tracked. Security breaches and privacy leaks strike a blow to a brand’s reputation and usually involve significant fines and loss of revenue. The cost of innovation The large size of cruise ships means that investments in physical innovations are substantial. Advancements like wearables, interactive multimedia tables, and robot assistants are costly and complicated to roll out at scale� © LoginRadius Inc. | Confidential Information 8

9. “COME SAIL AWAY WITH ME” CUSTOMER IDENTITY IS THE SOLUTION However your cruise brand wants to innovate, there’s one piece of infrastructure that impacts almost every business initiative: digital customer identity. A cruise line’s relationship with a passenger—before, during, and after the cruise— depends on: • Identifying that passenger • Learning the interests and preferences of the passenger • Capturing data from interactions with the passenger • Using that data to personalize the passenger’s experience • Analyzing the data to better understand the passenger So the cruise line’s relationship with a passenger must start with a modern customer identity solution� Here’s why your cruise brand’s next big innovation should be a customer identity and access management (CIAM) platform to leverage your customer relationships. © LoginRadius Inc. | Confidential Information 9

10. Precruise is the period of the customer journey 1. Better Customer Experience with the most potential for improvement. Every A CIAM platform goes a long way toward overcoming interaction between the customer and the brand the challenges of multiple touchpoints. generates data or provides an opportunity to request more data. And this data can then be used to improve Unify the omnichannel for simplicity the onboard experience. When a customer can move from one touchpoint Track customers before they log in to another without having to re-register every time, the experience feels much less fractured. A CIAM With a CIAM platform, you can capture a customer’s platform maintains a single identity for a customer behaviour and interests before they register or log and connects that identity to every channel and in. If they do register or log in, that “anonymous” data system that the customer interacts with. For is added to their profile. This functionality can be example, a customer creates one account that they particularly valuable in the cruise industry because use to log in everywhere: on the web, on mobile, many travelers are undecided early in their search and on-board the ship. No multiple passwords, no and are not yet loyal enough to a brand to register. duplicate accounts� Connect more first-party data for personalization On the back end, all the data that applies to that customer, from booking to billing to marketing to loyalty, is connected to that customer’s central identity. Then that data can be used to accommodate and anticipate the customer’s needs. No data silos, no tonedeaf communications. © LoginRadius Inc. | Confidential Information 10

11. 2. Security and Privacy Compliance 3. Return on Investment A CIAM platform is relatively cost-efficient compared to its benefits. A CIAM platform provides state-of-the-art security and compliance for customer data. Cut engineering costs Use hashing and encryption for data protection An out-of-the-box CIAM platform is faster and cheaper to implement than a CIAM solution that is Critical data such as passwords and security built and maintained in-house. The quality of the questions should be one-way hashed (encrypted identity management is also better because it is with a strong algorithm) so that it can’t possibly be developed and updated by CIAM experts. decrypted even if it’s stolen. A CIAM platform also provides options for encrypting data that is moving Get more value from your data between systems and stored in databases. With a CIAM platform, customer data is more Comply with customer privacy requests accessible, and more data is collected in a way that customers are comfortable with. As a result, your A CIAM platform makes it easy to provide customer cruise line can make better use of that data for service around profile information. For example, if a marketing and business planning, which in turn can customer wants to be “forgotten” as defined in the EU increase revenue. privacy regulation GDPR, the cruise line can quickly and completely fulfill that request and delete all their associated data� © LoginRadius Inc. | Confidential Information 11

12. “HEADED FOR THE SKIES” DIGITAL INNOVATION FOR THE FUTURE There’s one last important reason to make a CIAM platform the next step in your digital transformation. On-board assistive technology 4. FUTURE DIGITAL INNOVATION Wearables like the Carnival Ocean Medallion connect to a customer’s profile in order to unlock cabin doors A CIAM platform is essential for future digital and swipe to pay. innovation because it provides a centralized and extensible source for customer profiles. Smart speakers in cabins can answer cruise-specific questions and provide personalized administrative Cruise lines can leverage identity to wow their services. Mobile humanoid robots like Pepper passengers. So many digital innovations depend on can greet and guide passengers with advice and customer identity for features and implementation information. throughout the customer journey. Postcruise nurturing Conversational commerce Send customized surveys, autotagged photos, and During prebooking, chat powered by artificial desirable offers and incentives to passengers after intelligence can help those new to a cruise through they’ve disembarked. their first purchase and planning. Grow your capacity Streamlined check-in An enterprise-grade CIAM platform offers extreme Passengers can skip the lines and check in online, scaling and performance and can serve millions of submit their documents digitally, and record their customers simultaneously. Cloud-based CIAMs offer food preferences. stellar uptime and avoid frustrating customer service outages� A CIAM platform is never going to make the list of “Top 10 Whizbang New Cruise Line Innovations.” But it can be the essential infrastructure that makes that list possible. © LoginRadius Inc. | Confidential Information 12

13. LoginRadius is a leading provider of cloud-based Customer Identity and Access Management solutions for mid-to-large sized companies. The LoginRadius solution serves over 3,000 businesses with a monthly reach of over 1 billion users worldwide. ©Copyright, LoginRadius Inc. All Rights Reserved.