CSM Insight Launches Social Media Tracker for Cruise Lines

Press Release
Tuesday, May 22, 2012

CXM Insight (CXMI) announces Its 'Customer Experience Social Media Tracker for Cruise Lines' media research tool

While many research companies aggregate and report social media data, CXMI’s unique system uses advanced social media analysis – by real people, not key word algorithms – to provide the strategic information cruise lines need. CXMI’s Social Media Tracker covers over 98% of the passenger capacity of Cruise Lines International Association (CLIA) members. Each cruise line can now have reliable social media measurement for the 17 cruise lines in the tracker.

Cruise lines reported that January’s shipwreck had an immediate negative impact on 2012 bookings and balance sheets. While starting to normalize, this incident shows the importance of a more complete understanding of how events, positive and negative, affect passengers and potential passengers. CXMI analyzes and tracks social media communications across cruise lines to provide this understanding.

CXM Insight is working with Fizziology (http://www.fizziology.com ), a proven leader in social media research. Using Fizziology’s proprietary platform for access to the full Twitter Firehose, public posts on Facebook, and blog posts on nearly every blogging platform, CXMI analyzes what passengers are saying about their cruise experiences. The Customer Experience Social Media Tracker for Cruise Lines will show relative rankings across lines, as well as diagnostic information regarding passenger sentiment in the form of weekly reports with actionable insights. Marketing and news volume is also tracked.

“Because we can differentiate passengers’ social media conversations from news and marketing communications, our Social Media Tracker not only provides measures of overall buzz, it also yields insights based on feedback from engaged passengers telling the world about their cruise experiences and opinions,” says Curt Carlson, founder of CXM Insight. “This information is essential to growing the younger, tech-savvy passenger segment that is so important to the cruise industry’s future.”


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