The largest British owned cruise company has appointed Blueberry Wave to handle its customer relationship management strategy and communications planning.

All Leisure Holidays Group - with brands including Swan Hellenic, Voyages of Discovery, Discover Egypt and Hebridean Island Cruises - has selected the Cirencester-based organisation to develop a single customer view database and control its customer communications.

This follows All Leisure’s appointment of customer relationship management, Andrew Fruer, in 2010.

“Our focus is to align our business offering with our customers’ wants and needs,” said Fruer.

“We wanted to bring a partner on board to support us in defining and executing data and market research projects that grow our brands now and would build a platform we could use for many years to come,” he added.

Blueberry Wave demonstrated they could do this with a solid and methodical approach, getting started with some quick wins that wouldn’t get in the way of business as usual, explained Fruer.

They also showed a clear understanding of the All Leisure Group, the wider market and expressed a creative approach to data.

Pamela Bath, co-founder of the Cirencester-based agency, says that Blueberry Wave is delighted to be working with the team at All Leisure as their CRM partner.

“Each of the four brands is very distinctive, which gives us some exciting work ahead to understand customer interactions and engagement, their propensity to move around the brands and of course how we look to attract new customers to this very specific cruise experience,” said Pamela Bath.

For over a decade, Blueberry Wave have been helping big brands use data to change the way they engage with their customers.