Case Study: Regent Seven Seas Cruises

As Executive Vice President of CRM at Carlson, Kathy Hollenhorst created and ran an internal Customer
Relationship Management consulting team which provided strategic customer and eBusiness solutions to
the Carlson Consumer businesses of Carlson Hotels, Regent Seven Seas Cruises, Friday’s restaurants and
the retail travel group.

During this time, Kathy worked closely with the CEO of Regent Seven Seas Cruises (then Radisson Seven Seas
Cruises), to develop brand and customer experience strategies, create an expanded eBusiness approach and to
integrate the sales and marketing initiatives of the brand.

Key Developments Included:

A new visual Brand Identity which more solidly positioned Seven Seas Cruises in the luxury segment
Creation of an Customer Experience Touchpoint Map that detailed all brand interactions for the luxury cruise customer
Overhaul of the brand website to more fully convey the luxury-oriented brand identity and enable
luxury cruise customers to gather information and more easily connect with travel agency partners
Creation of an expanded sales & marketing plan that integrated tactics to drive improved results