A week at sea with no email, phone, or internet. Lazy afternoons napping in the Caribbean sun. Fantastic meals served by a wait staff that truly cares to see your every need satisfied. Traveling to new exotic places.
Isn’t it amazing that with all this going on I manage to see things in business terms? Maybe it is getting away from all the day to day issues. Perhaps it was disconnecting from the World Wide Web. Or I could just be a business junkie!
7 Lessons I Learned from Royal Caribbean
1. Wow your customers without going too far over the top
Royal Caribbean has mastered this. Every new ship has new features that just stun you. How about a rock climbing wall? Have you ever seen an ice rink – or seen a world class ice show – at sea? How about being able to surf on a cruise ship? Who would imagine a shopping mall at sea?
Then there is my favorite. The Voyager of the Seas has perhaps the most amazing men’s room I have had the privilege to see. Instead of a boring porcelain urinal they have built a granite work of art. It manages to be useful, practical, and amazing. It is the only time I have seen people come into a restroom to take a picture (excluding perverts!). Looking at the picture below you can see I was one of the photographers!
Would you believe this water feature doubles as a urinal?
2. Customer service that exceeds expectations.
Royal Caribbean has mastered this. Every aspect of their business is based on making you a happy customer. From the dining room staff to the person cleaning your room their number one job is to see that you have a great vacation.
3. Don’t cut your price. Give so much value that you appear to be a bargain.
I’ve run the numbers myself. I can’t tell you how many times I’ve had this conversation with other passengers. When you take into consideration transportation, lodging, and food it is hands down the best value. It gets even better when you look at the quality you get. I know I don’t go to fine restaurants when on vacation. I may not eat at McDonald’s but I also don’t order lobster or Fillet Mignon!
Note: I never once mentioned price. A cruise is not cheap. It is just the best value.
4. Focus on you target markets.
Carnival is known for their “fun ships.” If you are young and single you will have a blast. If you like staying out late drinking and dancing this is the way to go. If you like fine dining and a reserved atmosphere you will be disappointed.
Royal Caribbean focuses on families looking for a great vacation. Their kid’s center is first rate. While they have bars and dance clubs their target demographic is an older crowd and adults who are more reserved. While the food and service are fantastic they fall just short of perfect. You will get a great meal, just not four star.
Other cruise lines discourage children and are focused on upscale adult activities. Some cruise lines focus on that upper / elite group that wants nothing but the very best. Each has defined their target market and doesn’t worry if they can’t make everyone happy.
5. Test, test, and test again
Everything Royal Caribbean does is measured and tested. It is all done quietly behind the scenes (much of it would not be noticed if I wasn’t into sales and marketing). If the score goes down the slightest bit they investigate. Do we need more training? Do we need to replace a person? Do we need to modify the menu?
6. Train your people well
I had the pleasure of having lunch with Royal Caribbean’s director of training. It was fascinating how much goes on behind the scenes to make their service seem effortless. Every crew member goes through extensive training to make sure their service is top notch.
7. Quickly weed out people that are not a good fit and reward your top performers
Another thing top companies (including cruise lines) do is weed out people that don’t fit into their organization. Sometimes this is because the person isn’t of the quality needed. Sometimes the person just doesn’t fit your culture. The key is to cut your losses quickly.
This goes hand in hand with rewarding your top performers. Sometimes the reward is with promotions or bonuses. Sometimes it is by honestly letting them know that they are part of something important. Sometimes it comes from your customers openly appreciating the service.
And for those of you wondering I do not get paid by Royal Caribbean. This is not a paid endorsement. I just happen to love their vacations!