MSC Cruise: IT enables business together with Dynatrace and Engineering D.HUB

MSC Cruise is the world's largest privately-owned cruise company based in Switzerland and market leader in Europe, South America and South Africa.

THE NEED

The main goal of MSC Cruise was to strengthen its digital presence, especially on online booking channels which sell MSC Cruise products in the 45 countries where the company is present. Currently, MSC uses 28 e-commerce sites, available for 100 different nationalities, and also has a substantial presence on social networks, reaching over 4 million contacts.

If digitization today represents a strong business opportunity, at the same time it poses significant new challenges. In fact, in a context of digital disruption, where the technology giants of the digital world have changed the rules of the game, clients have become increasingly demanding and their expectations in terms of user experience have increased, bringing about a deep need for transformation for all commercial channels. Moreover, digital channels are not static and pose new questions for IT which finds itself having to control a changeable channel from the point of view of the user with conditions that vary greatly depending on the device, geolocation and type of connection.

Over the next two years, 60% of MSC Cruise's digital traffic will be generated by mobile devices. For this reason, understanding fully what experience is perceived by the client in this context, from where he/she logs in, which device he/she uses and how he/she moves while making a booking becomes fundamental for evaluating the quality of what he/she experiences. The Company therefore felt it was indispensable to measure customer experience in a unified way while at the same time having the ability to dissect it, monitoring network, devices and applications.

For this purpose, MSC Cruise has launched a scouting of Business Service Monitoring tools that are able to offer valid and reliable business observation points. The project implied the need to measure business services in a new way: in fact, it was not a matter of simply understanding and acting rapidly on technological components such as the network, but merging business visibility and user ability with details of user experience, thus defining new metrics that would enable fully understanding how sites and apps for bookings are used and act directly on the client's final perception.

As explained by Daniele Buonaiuto, Chief Information Officer of MSC Cruise, it was extremely important for the company to be able to evaluate the overall quality of the user experience, bearing in mind response time, information required, completion levels with respect to the booking and final satisfaction or frustration of each user. To do this, MSC Cruise sought a solution that would start a continuous and profitable dialogue from the business point of view.

THE SOLUTION

MSC Cruise chose to turn to Engineering D.HUB as a consultant and technology partner prepared and focused on IT innovation for supporting business. Engineering has worked alongside MSC Cruise in selecting the solution and carrying out the project, demonstrating that, as confirmed by Buonaiuto, it has considerable knowledge of the solutions as well as an effective overall understanding of how Dynatrace products could be integrated with the company's IT. The choice of Engineering D.HUB therefore meant not only relying on an expert implementer, but also working with a capable consultant, a highly prepared intermediary on Performance Management & Operations issues.

The deep knowledge of Dynatrace's Digital Performance Management platform has enabled Engineering D.HUB to make the most of the technology, to the point of envisaging new uses and applications within the MSC Cruise infrastructure, fully understanding the dynamics and directions that the reference market is embarking on. At the same time, ever since the POC's initial phase, as the MSC Cruise CIO states, Dynatrace has demonstrated its undisputed primacy in the ability to bind technical behavior to customer experience and the capabilities of its software to identify and solve complex issues in real time, making it possible to take immediate action.

Offering simple and continuous access to user experience, the preparation of weekly reports, and proactive identification and suggestion of possible corrective actions, Dynatrace has allowed MSC Cruise's business and IT to speak the same language through a common evolved platform.

FURTHER PROJECT DEVELOPMENTS

Introduction of the Dynatrace platform for Digital Performance Management now represents an essential asset for MSC Cruise, which today, thanks to the availability of business-oriented dashboards which are now fully integrated with the company's IT infrastructure, sees an ever-deeper evolution of its IT from a purely technological center to an enabling factor that is essential for business.

The Dynatrace tool has been successfully implemented, and marketing, business functions, and the company in general have shown strong appreciation right from the outset because the tools have proved to be convincing both from the point of view of immediate awareness of what is happening and from the point view of strategic visibility.

Close collaboration with Engineering D.HUB has also seen the partner involved in auditing activities to develop a continuous improvement logic with the support of Dynatrace solutions. In fact, MSC Cruise is also evaluating the use of Dynatrace analytics at control room level as an operating tool for user experience. Today, as Daniele Buonaiuto says, MSC Cruise can count on an evolved IT and look directly at user experience. Collaboration with Dynatrace continues with the goal of extending the Dynatrace solution to all touch points of user experience that can be monitored and permanently introducing the platform to MSC Cruise's Service Operation Management.


Who is MSC
With 15,500 employees worldwide, the company is the leading cruise operator in Europe and the fourth largest operator in the world. Following many years of unprecedented growth and two investment programs of more than 15 billion euros, MSC Cruise today boasts a fleet of 12 vessels, that will be enriched by a further 11 vessels, to offer an even wider choice that is adequate for any need, thus reaching the point of doubling the company's turnover in the coming years. The growing demand for the MSC Cruise product, which is unique and characterized by ultra-modern ships, will also bring the number of passengers to grow from the current 1.8 million and reach nearly five million in 2026. This challenging expansion plan goes hand in hand with the profound transformation of the business scenario in which the company operates and today sees the need grow for MSC Cruise to reach customers in a more widespread manner through new digital channels for sustaining and supporting new sales volumes.