Case Study : The Crystal Harmony And High Quality Entertainment

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“Everyone bought into the vision,” says Rodney. Most importantly, “we got the crew to sell the product. We taught them to anticipate the guests’ needs and to take pride in the product.” The Crystal Harmony entered service in July 1990 and immediately the accolades began to acknowledge their success. “We put out an incredibly good product right from the beginning,” says Sbarsky with great service, excellent food, and high quality entertainment. In 1991 Crystal was awarded a 5+ star rating; in 1993 Crystal was voted Best Large-Ship Cruise Line by Condé Nast Traveler; and in 1996 voted World’s Best by Travel + Leisure. While the awards were important, the management knew Crystal’s success would come from the consumer. “We focused on one-on-one relationship marketing,” says Wertanzl. This meant that the officers and senior staff spent time getting to know their guests. Art Rodney recalls, “I was on the ship every three months for voyage meetings, getting to know the crew and spending time with the passengers.” They also developed an in-depth passenger comment form, a culture that took responsibility to address the issues, and a mid-cruise comment form, “so we could solve problems before the passenger left the ship,” says Rodney. The original business plan anticipated that in time upwards of a third of the passengers would be repeat customers while another third would be drawn from other cruise lines and the remainder would be new to cruising. “One woman booked three

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