Arena C1 Vers des nouveaux horizons avec le nouveau modèle commercial de MSC Cruises

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1 Classification, First name & surname, Organization, Filename_Version dd/mm/y yyy Arena C1 Vers des nouveaux horizons avec le nouveau modèle commercial de MSC Cruises 1 Luca Pronzati Chief Strategic Development & Sales Services Officer, MSC Cruises SA

2 MSC CRUISES OVERVIEW 2 Familyowned company Founded in 1970 Present in 45 countries, 16,000 employees Around 500 cargo vessels. of the Sea 2 nd largest container carrier in the world 12 ships, 3 different classes The Masters 188 ports, 202 itineraries Over 40 years experience of navigation 162 countries, 480 agency offices Over 50,000 employees 11 million MSC cruisers 1,664,000 travellers in 2014 Recordbreaking double digit growth

3 MSC CRUISES WORLD WIDE PRESENT IN 45 COUNTRIES, WITH 15,500 EMPLOYEES AROUND THE WORLD 3

4 THE FLEET 4

5 MSC CRUISES DOUBLE DIGIT GROWTH 5

6 WORLDWIDE DESTINATIONS

7 MSC AMBITIOUS EXPANSION VISTA PROJECT MSC Cruises and STX France to build two brand new cruise ships with options for two more. The most versatile cruise ships of the world due for delivery in 2017, 2019, 2020, Among the new features of the ships there will be specially designed staterooms for families and an extended MSC Yacht Club, the entirely self-contained private club on the prestigious foredecks that will be complete with a vast solarium, private lounge and restaurant and duplex suites feet long 141 feet wide about 167,600 tons 2,250 staterooms for guests Approx. 820 staterooms for crew 4,500 guests based on double occupancy 1,536 crew members 7

8 MSC AMBITIOUS EXPANSION VISTA PROJECT MSC Cruises and Fincantieri to build two new ships plus one option. The first to be delivered in November 2017, the second in May 2018, the third by Its innovative features will make it unique in the shipbuilding industry. The ships will lead the way for a new generation of cruise ships that will be completely different from an architectural point of view feet long 135 feet wide about 154,000 tons 2,070 staterooms for guests 759 staterooms for crew 4,140 guests based on double occupancy 1,413 crew members 468,250 square feet of public areas available 8

9 STRONG GROWTH AHEAD 9

10 DIGITAL INNOVATION AND SMART SHIPS 10

11 CROSS CHANNEL ROLE 11

12 THE NEW E COMMERCE PLATFORM: MSC BOOK (1/2) 12

13 THE NEW E COMMERCE PLATFORM: MSC BOOK (2/2) DESIGN PRINCIPLES FUNCTIONAL GRAPHICS Innovative and flat-oriented graphic, strictly goal-oriented to maximize conversion rates CLEAR AND NEAT INFORMATION Consistent and comprehensive information display, according to user s needs and actions EASE OF USE Intuitive navigation paths, functionalities and calls-to-action, for usability and quickness 13

14 THE DIGITAL JOURNEY 14

15 SALES AND SERVICE TWO SIDES OF THE SAME COIN Three years ago MSC has launched a wide transformation program involving the World Wide Contact Centres. The program originates from a new Contact Centre concept that combine the service approach with a more oriented sales approach. It implies a shifting from a plain vanilla service model to a sales trough service one, leveraging on 4 business drivers. REVENUE ENHANCEMENT IMPROVE OPERATIONAL EFFICIENCY AND PRODUCTIVITY PROVIDE DIFFERENTIATED SERVICE FROM OUR COMPETITORS HARMONIZE THE CUSTOMER EXPERIENCE ACROSS ALL THE SALES CHANNELS IMPROVE FLEXIBILITY AND SCALABILITY TO SUPPORT THE BUSINESS GROWTH PROCESS OPTIMIZATION CUSTOMER EXPERIENCE The Contact Center plays a primary role in customer retention and MSC is leveraging on it to enhance customer relationship for driving together the organization revenues goals. 15

16 THE UNIFIED WORLD WIDE CONTACT CENTER PROGRAM KEY FACTS (UWCC) 500 Agents worldwide 8 Corporate dept connected 2.2M Inbound calls per year 700K Inbound s per year 65K Inbound fax per year UNIFIED WORLD WIDE CONTACT CENTER 12 countries 9 languages 13 sites 2 Centers of Excellence 4 Extra EU countries CURRENT MAIN CAPABILITIES Contact mgmt Unique access on customer data Unified desktop Campaign Execution MULTI-CHANNEL APPROACH PHONE IVR FAX LETTERS WEB FORM SR escalation Contact reason reporting & analytics CHAT SOCIAL NETWORK CO-BROWSING 16

17 CONTACT CENTER JOURNEY From Issue August 2012 to Outcome June NO KPIs OR REPORTING ABOUT THE PERFORMANCES NO STANDARDIZED PROCEDURES AND OPERATING MODEL 11 SITES AMONG EUROPE NO HOMOGENEOUS PHONE TECHNOLOGY NO CRM SYSTEM Optimized the number of the Contact Centers and the RAs among Europe creating two new Centers of Excellence. Introduced a KPIs for the performance monitoring and new reporting. Increased the saturation rate of all the RAs thanks to an accurate and precise performance monitoring that allow MSC to control also the RAs productivity Identified a unique and consistent Operating Model among European Reservation Centers. Introduced a new virtualized telephony platform based on cloud solution New IVR tree structure shared among countries, with usage of Numeric PIN for automatic customer recognition. And introduction of Call Priority model Designed and built a new CRM Platform for contact tracking and customer management.

18 THE KEY METRICS TO DRIVE THE TRANSFORMATION CUSTOMER EXPERIENCE REVENUE ENHANCEMENT Average Calls per Booking (split per Pax Lower Berth / Cabin) PROCESS OPTIMIZATION Call Abandonment Rate Service Level First Call Resolution (for claims) Conversion Rates (Sales per contact) Total option volumes Total Sales Volume % split of managed contacts for each channel Agent Occupancy Average handling time (AHT) % Agent Annual Turnover 18

19 UNIFIED EUROPEAN CONTACT CENTER UNIFIED EUROPEAN CONTACT CENTER TIER MODEL TIER MODEL Dedicated to managing communication through online channels (Phone In/Out, Chat, Co-Browsing) Strong language skills Strong verbal communication skills Tier 1 Tier 2 Tier 3 High commercial capability and good telephonic sales techniques Strong product knowledge Dedicated to managing communication through offline channels (Fax/ ) Good language skills Strong written communication capability Good commercial capability Strong product knowledge Dedicated to Back Office activities Focus on Internal communication and escalation to corporate departments Skills Skills Skills Strong product knowledge Written English communication capability Lower commercial capability Basic language skills 19

20 CENTERS OF EXCELLENCE CoE France CoE Germany 2 Centers of Excellence activated in 2013 Strengthen efficiency thanks to the concentration of human capital and assets in few contact centers Enhance the contact center performances thanks to a staff able to manage different peak seasons of each market Enhance the service level provided and perceived by the customers thanks to a reduction of the waiting time Improve experience among agents thanks to: a global view of markets and products Interaction with different approaches 20

21 Classification, First name & surname, Organization, Filename_Version dd/mm/y yyy Swisscom Business Award

22 DISCUSSION 22 Yves Epiney International Sales Director Swisscom Entreprise Luca Pronzati Chief Strategic Development & Sales Services Officer, MSC Cruises SA