FEATURE: CUSTOMER EXPERIENCE
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WHETHER YOU’RE A TRAVEL
BUSINESS OR A SPORTS CLUB, YOUR
INVESTMENT IN TECHNOLOGY CAN BE
THE DIFFERENCE BETWEEN SUCCESS
AND FAILURE.
tracking navigation system in one small
wearable token.
Each medallion is connected to a specific
guest and cleverly interacts with 7,000
sensors and smart devices on the ship’s
decks, tracking where they are, what
they’re doing and what they might want
to do next. The medallions are connected
to an ecosystem on board the ship via
the Ocean guest experience platform –
an experience Internet of Things (xIoT).
The network of thousands of sensors and
smart devices work to provide personalised
recommendations and a plethora of
exceptional opportunities.
As well as this, it can be worn as a pendant
on a wristband in a clip or simply placed in
a pocket to deliver enhanced services and
personalised experiences without guests
having to push a button or take any action.
In addition to the ease and simplicity of
the wearable device, it also creates special
moments that surprise and delight guests
which are highly personalised and elevate
the entire holiday experience. Examples of
some of the never-before-possible service
innovations include:
• Easy Payment enables guests to
conveniently and securely make payment
for experiences using their device. Guests
can associate any number of credit cards,
reward cards, gift cards and advanced
payment services with Medallion Pay
• Personalised Dining facilitates ordering,
menu exploration and delivery of food
and beverage services. Guests can even
place orders and view the whereabouts of
their food and drink as well as place future
orders and have them delivered wherever
they plan to be at a designated time
• Seamless Navigation enables point-to-
point wayfinding across the ship thanks
to an intelligent navigation assistant –
similar to a car or phone GPS app
Princess Cruises and its OceanMedallion
technology has completely transformed the
customer experience, not only for the cruise
industry but for the broader tourist industry.
Ultimately, Carnival is helping to provide
exactly what every holiday-goer wants:
everything, always.
Adrian Whitehouse, Alliances Director EMEA
and APAC at Elastic Path
44
INTELLIGENTCIO
largest online fan base in the world. With
50 million fans on Facebook, 15 million on
Instagram and millions more on Twitter, FC
Bayern Munich can count on a huge online
interest from football enthusiasts all around
the world.
This is because the sports club always remains
one step ahead and is constantly finding new
ways to innovate its fan experiences to reach
its international fan base.
It recently organised an international
hackathon with the Munich University of
Technology, bringing together technology
and football enthusiasts from 42 countries to
design and create new digital fan experiences.
One group developed an app for Adidas
(one of FC Bayern Munich’s sponsors) that
allowed consumers to earn a discount on
products, tickets to matches or other goodies
through football-related challenges.
Another group used voice recognition to
detect which fan songs were sung by the
hardcore supporters and then projected
the lyrics onto the screens in the stadium
so other fans could sing along. They
also developed a ‘cheer-o-meter’ that
encouraged different fan blocks inside the
stadium to compete against each other on
who has the loudest cheer.
A separate team connected fans inside
the stadium with those watching at home
through Augmented Reality. While another
used beacons and smart screens to connect
fans on public transport as they made their
way to the stadium to watch a game.
These are all innovative examples of
how FC Bayern Munich is leveraging
different touchpoints and technologies
to engage guests and create that
personalised fan experience.
FC Bayern Munich creates the
ultimate sports fan experience Connected customer
experience is universal
Also leading by example and committed to
delivering distinctive digital experiences to
its international fanbase is German football
club, FC Bayern Munich. It’s clear that businesses across different
industries and verticals, like travel and sport,
are making a conscious effort to improve
their overall customer experience.
Despite competing with far smaller budgets
compared to the larger English and Spanish
football clubs, this German side has the Carnival Corporation and FC Bayern Munich
are great examples of businesses that have
implemented a connected holistic approach
www.intelligentcio.com