Outsourcing Documents Helps Norwegian Cruise Line
Build Customer Loyalty

Norwegian Cruise Line’s drive to delight passengers and strengthen customer loyalty goes well beyond the on-ship experience. The company views a superior customer experience, from the very first encounter, as its key to success.

According to Norwegian, the cruising experience begins when the first piece of information about the cruise is delivered to the passenger. According to Colin Murphy, vice president of land and air services, “Delivering the information to the passengers on time and presented in an attractive way, can make all the difference in their vacation experience.”

Norwegian had always handled its document delivery internally, but the process proved to be very inefficient and extremely expensive. Norwegian searched for a supplier with the strength, skill and expertise in delivering personalized communications to help it differentiate itself from other cruise lines. The company found Standard Register’s extensive experience in document outsourcing attractive and now depends on Standard Register to handle its customer communications.

	The benefits go far beyond cost savings; the intangible benefit of building customer loyalty is paramount.
	- Colin Murphy Vice President of Land and Air Services Norwegian Cruise Line

Norwegian now sends targeted marketing messages in documentation based on the customer’s personal profile.

“What we present to our customers helps them anticipate their vacation experience,” Murphy said. “The first contact our passengers have with us is when they receive their documentation, so the format we choose, how it looks, how it feels, is a very important element of the vacation experience. Elements such as color and personalized communications are critical to starting the experience off on a positive note.

“Standard Register added tremendous value in helping us promote our product and saving us money at the same time. They produce our documentation much more efficiently than we were able to and provide us the opportunity to deliver a personalized message to our passengers and begin to build a relationship directly one-on-one with our passengers. That’s extremely powerful! The benefits go far beyond just cost savings; the intangible benefit of building customer loyalty is paramount.”

Standard Register’s solution enables Norwegian Cruise Line to reinforce its brand image with each piece of documentation through a centralized design leveraging Norwegian’s brand image and standards. Each piece has an overall similar look and feel, yet communicates customer-specific information in a targeted fashion.

“We specify details such as who will greet them at the airport to their individualized itinerary of excursions. The instructions are literally tailored for each passenger to help them get on board and have the vacation of a lifetime. I’m confident the documentation a passenger receives from us is the best in the industry. There was absolutely no way that we could have done this internally,” explained Murphy.  “Standard Register allows us to reduce our mailing costs, communicate more efficiently and effectively with our passengers and focus on what we do best — delivering the best vacation experience in the cruising industry.”