Evaluate, using examples to support your discussion,

how a nuanced understanding of resistance to

change may be useful in managing employees
through change

Ameh Sunday Ameh

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Strategic Marketing

UPLMBAM13- 29548

30th October 2021

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Case Study – Reimagining guest experiences on the high seas. A case of Accenture

Interactive helping Carnival Corporation elevates and transform the cruise experience

by creating hyper-relevant experiences

Name and Operation of the Organization Selected

The organization case selected is Accenture Interactive, one of the world’s biggest firm both

on revenue and employee base. Accenture has over 18,000 employees in about 40 offices

around the globe. It is a subsidiary of the management consultancy company Accenture.

Accenture Interactive accounts for 13% of its parent company’s total revenue. Accenture

Interactive is, located in New York, United States of America (USA) and have handled

different projects ranging from; A helping Hand for Patients, Data-driven approach scores

big: Adidas case study, Via Montenapoleone, and the Reimaging guest experience on high

seas just to mention but a few. Just lately Accenture Interactive was mentioned global

experience agency of record for Maserati handling digital strategy, advertising, content,

programmatic and marketing.

The company through their operations offers her customers the best client experience on the

globe through a connected offering in design, marketing, content, and commerce and

providing new ways for wins. The following are the company’s clients: Maserati, UBI Banca,

Avianca, Via Montenapoleone, Generali, SAP, Adidas, Renown Health, Cancer Research

UK, Microsoft, KPN, Shire and Carnival Corporation.

The reason for selection of Accenture Interactive

Accenture interactive was selected in this case study for the following reasons: It is the

world’s largest firm estimated at $4.4 billion on revenue, it is the number one among the 50

top agencies in their market class (Media, Marketing, design and more). They offer top notch

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services to their client all over the globe and can afford good examples as it relates to the

topic at hand – strategic marketing.

The Challenge

As per the Carnival Corporation case study, it was apparent that the company was faced with

growing competition as the industry grows, hence the cruise lines was in dear need to

upgrade services – personalized, cost-effective and efficient services to keep their customers.

As opined by Accenture Global Consumer Pulse Research in 2018, 75% of travelers believe

only a few travel companies can provide satisfactory services of relevance to travelers. So, as

an innovative solution provider company to Carnival Corporation, Accenture wade in to

elevate and transform the cruise experience by upgrading the made-for-me experience for

hundreds of passengers at a time. This became a classic story of how an innovation partner

tapped into all of its business – Digital, Technology, Strategy, Consulting, Operations and

Marketing to provide Carnival guest with experience that is second to none on the seven seas.

Solution and strategy

Carnival Corporation reached out to Accenture Interactive as her debut innovative partner

innovation partner to assist in the design of Ocean® guest platform. Accenture Interactive

employed the Microsoft technology (Azure, AI, IoT and cloud technologies) to deliver the

made-for-me experience for the customers. This system embodied the Ocean Medallion – a

wearable communication gadget for each guest on board. This possesses a exceptional digital

identity, that enables crew to identify what the customers want and respond accordingly. The

technology also helps in automatic unlocking of cabin doors, contactless payment and

reduced boarding time. Accenture Interactive played a key role in this milestone –

reinventing the guest experience working with Fjord and MATTER.

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This strategy embedded smart digital technology into the physical environment of ships that

could sense and respond to guest (their needs even when not communicated verbally). The

technology also helped the crew to build a one-on-one relationship with each of the thousands

of passengers on board of the ship allowing them to create moments of surprise and pleasure.

The Ocean® Medallion Class platform was an integrated guest experience with secure

experience internet of Things (IoT) network and streaming analytics. So, with the help of

Accenture Technology, the Ocean® guest experience became fully operational future-ready

system – programmed for continuous change, high transaction volumes, resiliency and most

significantly interconnectivity. It is considered a “living” scheme, built up architectural

structure, processes and humans with end-to-end cruise visibility for crew, guest sailing with

“Princess Cruises”.

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