Figure 4. Customer Segmentation Quadrants

to a certain level by default. The matrix exists out of 4 quadrants and is divided by luxurious and economic on the Y-axis and vacation-oriented and transport-oriented on the X-axis, as shown in Figure 4. Luggage free transport appeals to the luxurious quadrants. Also, vacation-oriented travel is more popular than transport-oriented travel, which is concluded out of the interviews. Therefore, the target group of the solution for this project will be in Quadrant A (left-top).

What the different segments include can be found in Appendix 6: Cruise ship customers.

5.2 Persona and Desired Customer Journey

SITA is a B2B-driven organisation. Logically, they investigate the interest and needs of their direct customers, such as airlines and airports. However, this would neglect a stakeholder, which is not significant at first glance with its low power and high interest in Figure 1, namely, consumers. Consumers, also known as cruise and airline passengers, are end-users. SITA’s direct customers do not only try to generate value for themselves in terms of improved processes and reduced overhead cost but also try to improve passenger satisfaction to improve consumer loyalty and potentially provide additional income streams. For this reason, persona and customer journeys are created to know better about endusers.

See more in Appendix 8: Customer Personas and Appendix 9: Customer Journey.

Some important insights are summarized below: • Luggage on the cruise ship can differ at the end than from the beginning. Therefore, there should be a control point on both sides. • Luggage destination can change. There should be clear deadlines for changing luggage which should be communicated with the pickup service. • Luggage should be traceable for the consumer. In other words, the process should be transparent. • Consumers should get notifications of important information such as luggage delays, if luggage reached the destination or if the pickup service is on its way. • The technology should be easy to use, and there should be assistance available when the consumer is in need. • Selecting the luggage service should be togglable, and the service itself should be easy to understand, including payments. Interesting consumer pain points are below: • Consumers do not keep track of the weight of bought goods at the cruise. Therefore, luggage weight can differ. • Consumers' agendas can change, especially when tickets are booked way in advance. Life happens, and last-minute things can occur, which can cause a delay in the luggage handling process. • It’s a new process that should be clear for consumers without reading too much or doing much external stuff. • Consumers might bring higher quantities of luggage now that they do not need to carry it anymore. • Consumers with kids want to use the service as a stress reliever. So, it shouldn’t give them extra steps.

Figure 4. Customer Segmentation Quadrants