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Royal Caribbean Finds
Smooth Sailing With TeleMagic
INDUSTRY: Cruise Ship Line
PROBLEM: A cruise ship line went looking for ways
to navigate the rough seas of luxury vacation marketing and
found smooth sailing with TeleMagic Enterprise for Windows.
The company sells its cruise products to 18,000 travel agencies
using 16 full-time telephone-based sales representatives.
Each representative is responsible for maintaining relationships
with about 1,200 agencies.
SOLUTION: Representatives use TeleMagic Enterprise
to maintain records on each agency's history with the cruise
line, notes on special packages or services each agency desires,
as well as documentation on every interaction they have with
the agency. All price quotes, unique offerings and other information
are captured and maintained for easy and accurate reference.
The company is the only cruise line that markets directly
to agencies in this manner. The 26-year-old cruise line has
been using direct marketing successfully for six years, but
only recently began capturing data with the Windows TeleMagic
program.
The flexibility of TeleMagic Enterprise combined with support
and training offered means this cruise line is riding the
wave of success in direct marketing.
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