World-class guest experiences that delight.

How we helped Royal Caribbean measure guest experience and improve customer satisfaction and retention.



  • Brand tracking
  • Consumer-centricity
  • Global research

The Challenge

Effective Metrics for Success

Royal Caribbean, the second largest cruise company in the world, was measuring the engagement and satisfaction of its guests throughout the cruise experience, and across a range of issues, developing and evaluating concrete processes for improving customer satisfaction, engagement, and retention. They needed to better identify strengths and weaknesses, develop effective metrics for success, and generate useful information to improve the guest experience across all touch points of the cruise experience aboard its 22 ships operating in 280 destinations globally.

Our Client's goals were to:

  • Improve customer satisfaction, engagement, and retention
  • Inform long-term decision-making

The Results

A Custom Approach to Tracking Guest Engagement.

We developed a custom operationalized approach to guest engagement tracking, including an ongoing engagement study that targeted guests after their cruise via online questionnaire, and addressed 12 key touch points of the cruise experience including everything from embarkation through debarkation. We also conducted two quarterly “deep dive” explorations that focused on topics not addressed in the core report. Some examples included evaluations of program effectiveness, and in-depth looks at select guests. Additionally, we created an online reporting tool that allowed Royal Caribbean Marketing, Operations, and Customer Service Recovery Departments to track guest feedback in real time and respond quickly to guest issues.

The findings were used to track SGI (a key performance indicator) that had visibility to the top of the organization; and allowed Royal Caribbean to:

  • Keep its fingers on the pulse of a 22-ship fleet sailing across the globe, and identify top performing ships and those in need of improvement.
  • React to and troubleshoot any problems brewing, and by extension, learn from those problems to prevent them in the future.
  • Test programs before introducing them fleet wide.
  • Facilitate decision-making initiatives in the long-term while allowing staff to improve their review of and response to guest issues.

CMB has helped us to rejuvenate what was a stale tracking study into a dynamic, insight-generating program that directly connects us to our guests in real time. I rely on this study and the support of the passionate team at CMB to make concrete recommendations on how to improve our guests' experience.

Kara Wallace

Director, Consumer Insights and Marketing Strategy, Royal Caribbean

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About the Client

Royal Caribbean International is known for driving innovation at sea.

Royal Caribbean International has continuously redefined cruise vacationing since its launch in 1969. Onboard, the global cruise line has debuted countless industry “firsts”–such as rock climbing, ice skating and surfing at sea–to capture the imagination of families and adventurous vacationers alike. Learn more about Royal Caribbean here.