IMPACT CONSULTANTS case study - Ponant
Ponant : Accelerating international customer acquisition
CUSTOMER EXPERIENCE · CRUISE · ACQUISITION
Context
Ponant, a player in premium expedition cruising, wanted to accelerate the acquisition of new customers internationally, particularly in the US market. In a strongly growing market, the brand had to build awareness, make better use of its customers’ loyalty and turn engaged customers into ambassadors able to support conversion and word of mouth.
Our response
- Impact Consultants supported Ponant in designing a structured, international, acquisition-oriented Ambassador programme. The assignment combined:
- an acquisition / retention diagnosis,
- a benchmark of best practice in luxury, travel and cruise,
- the definition of the programme’s strategic framework,
- the construction of a deployment roadmap and associated KPIs. The approach set up a scheme grounded in authenticity, customer recommendation and a Test & Learn logic by market.
Results
- An international Ambassador programme framed and structured
- A deployment roadmap defined market by market
- Steering KPIs and governance clarified
- Priority ambassador segments identified
- A scheme geared to acquisition, engagement and conversion
