eVŌC Insights helped Royal Caribbean International improve the user experience of its CruiseMatch online application by identifying barriers to usage among current travel agents and showcasing key areas of high satisfaction. After implementing eVŌC's recommendations from this research, adoption among travel agents has been exceptional, earning Royal Caribbean International the title of "Best Cruise Line Overall" by Agent@Home Magazine.
Royal Caribbean International released a redesigned, fully web-enabled version of its CruiseMatch application, which allows travel agents to shop for and book cruises for single clients or groups online. In order to enhance the user experience, RCI engaged eVŌC Insights to conduct a website evaluation to evaluate this new online application.
After releasing Phase 1 of its fully web-enabled CruiseMatch application, RCI wanted to assess the application and its usability in order to craft the plan for Phase 2, which was to successfully migrate all of its travel agents from other booking channels to the new online application. The goals of this research:
In order to accomplish these objectives, eVŌC Insights conducted a website evaluation on CruiseMatch. Travel agents were recruited from RCI's database and asked to conduct key tasks using the tool. During the tasks, their behavior was captured. Following each task, detailed follow-up questions, both quantitative and qualitative, were asked that captured agents' thoughts on their experience using the new CruiseMatch tool, as well as their requests for additional features and functionality that would increase their usage.
The website evaluation determined that Phase 1 of the CruiseMatch tool performed well with clear areas for improvement. This exposure indicated 68% of travel agents would use the tool in the future and would recommend it to colleagues. This research also identified areas for improvement to encourage wide-spread adoption of the tool. eVŌC's recommendations included reducing the number of clicks to information, improving the ability to modify and cancel reservations, and increasing the amount of contextual help to provide guidance for new users.
Since this research, RCI implemented eVŌC's recommendations and rolled out Phase 2 of CruiseMatch Online. Travel agent adoption has been exceptional, earning Royal Caribbean International the title of "Best Cruise Line Overall" by Agent@Home Magazine.
eVŌC Insights leverages years of experience in voice of customer research to help you understand the thoughts, attitudes and behaviors of your customers online.
"Over the last three years, we have worked extensively with eVŌC Insights to help us with a broad range of research needs. The consultants at eVŌC are very effective at both strategic and tactical levels, and have strong knowledge of our industry and of Web best practices in general. The insights gained have impacted our business strategy and have resulted in clear improvements on key performance measures such as online conversion. We highly recommend the team at eVŌC."
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