Page 59 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
4.2.2.2 STEADY PERFORMERS: STAFF SERVICE
Staff service is perceived as a fairly positive aspect of the on- board and on-land service by Asian cruise travellers. The role of on-board crew and on-land staff, and their generally strong customer service ethos is a key strength of the cruise channel and should therefore be capitalised on where possible.
STAFF SERVICE PRIORITY RATING: 3
In terms of leading cruise operators in the Asian region, Princess
Cruises has the most positive perception of staff service (100% ‘Good’, ‘Very Good’ or ‘Excellent’), although Costa Cruises has the highest level of ‘Excellent’ / ‘Very Good’ perceptions (77%).
Staff should be highly trained on the product range, capable of providing key recommendations and information when called upon to do so by the customer. In addition, on-board crew and on-land port store staff should be deployed in stores and wider area with free samples of key product lines, exclusive products or new products, driving customer traffic to stores and assisting customers through in-depth product information.
Stores could also implement designated ‘service stands’ where store staff can be called upon by the customer to assist with their shopping, which would also drive the perception of high-end, luxury shopping.
ON-BOARD...
Compared to other aspects of the offer, this is above average (+3%) and should be considered a key strength of the on-board offer. However, a key area for improvement is among Singaporean shoppers and on shorter length cruises.
Figure 16: Staff Service Perceptions: On- board
ON-LAND...
Although not a major barrier to purchase, this aspect of the offer could be improved, particularly among Hong Kong travellers with just 44% having a strong positive perception.
Figure 17: Staff Service Perceptions: On- land
Excellent Very Good Good Poor/Very/Extremely Poor
28% 39%
30% 3%
Excellent Very Good Good Poor/Very/Extremely Poor
25%
42%
29% 4%
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