August, 2009. Seattle, WA. Holland America Line (HAL) partnered with Loyalty Methods and completed their largest yet IT project to deliver end-to-end solutions for Marketing and Loyalty using Siebel Loyalty, Siebel Marketing and OBIEE Analytics. HAL, a subsidiary of Carnival Corp., is a luxury cruise line operator offering a variety of cruise destinations around the world, providing unparalleled quality of service and carrying over 700,000 passengers a year on its fleet of 14 ships.

The project was a resounding success and resulted in a smooth launch of both Siebel Marketing and Loyalty/Analytics modules enabling HAL to replace and re-engineer its existing legacy marketing system and to deliver on a new Loyalty initiative across its entire ship fleet.

Says Rick Meadows, Executive Vice President, Marketing, Sales, Guest Programs:“Loyalty Methods was a critical partner in insuring a successful launch of our new marketing & loyalty CRM platform. Their dedication, vision and experience was evident from the first day of the engagement”

The project enabled Holland America Line (HAL) to utilize Siebel and OBIEE to achieve the following goals:

• Safely and accurately convert hundreds of millions of records of HAL customer data from a legacy vendor system and create a single customer master within HAL.
• Provide effective replacements of all nightly batch and real-time interfaces between the legacy system and the rest of HAL's IT infrastructure, such as their booking system, their e-mail vendor, etc.
• Implement Siebel Loyalty to enable HAL's brand new Loyalty program, driven by high-volume cruise history transactions and on-board spending. This included real-time web site integration, ad-hoc promotions, end-to-end Loyalty status propagation, enhanced UI transaction management and reporting.
• Implement advanced database DM/EM marketing including high-volume segmentation, predictive model scoring, campaign management, trigger-based campaigns, customer life-cycle management, householding and de-duplication, inquiry processing, real-time web site integration and campaign effectiveness reporting.
• Provide superior segmentation capabilities, allowing HAL to leverage all of its existing data in an ad-hoc manner where marketing administrators have unprecedented control to try out new ideas and build advanced campaigns and programs.
• Build a strong and self-sufficient support team with HAL staff by working side-by-side with consultants throughout the project.

It is hard to overstate the importance of targeting the correct prospects and rewarding loyal customers in these times of economic hardship. With the success of this project, HAL has acquired new and powerful capabilities to leverage its own customer data for enahanced marketing and clear recognition of its best customers.