Ben Fettes

Group EGM, Data, Analytics and CX Crown Resorts

Ben Fettes is the former Vice President of Marketing and Direct Customer Experience at P&O Cruises, where he led the marketing team in driving growth through brand and channel strategies. He was responsible for supporting the integration of P&O into Carnival, spearheading commercial data and technology integration, and overseeing the BAU responsibility of driving the best customer experience through the website and call center. Prior to P&O, Ben co-founded The Lumery, now part of Accenture Song, where he scaled and led a team of 20 professionals across strategy, experience, and analytics. Under his leadership, the team served some of Australia’s largest companies, delivering key initiatives in personalization, customer experience, experimentation, insights and attribution, marketing operations, CRM, and customer/commercial data.

Day One - 11 March 2025

11:00 AM CASE STUDY: How to establish a strategy to bring the customer on the brand evolution journey

P&O Cruises crafted a customer-centred strategy to guide guests through their brand evolution, focusing on storytelling, engagement, and personalisation. Recognising the importance of emotional connection in travel, the company invested in understanding customer preferences and expectations, using data insights to create experiences and communications that resonate deeply with their audience.

By inviting customers to participate in the evolution journey, P&O Cruises successfully positioned the Carnival brand takeover to their guests, to ensure the customer was integral to the brand’s evolution, fostering a sense of loyalty and shared adventure.

This session will address:

  • Thinking through a consumer lens, how do we create consistency when there is a brand takeover, and all customers still expect a personalised experience?
  • How can strategic marketing and delivering on product alleviate call center costs?
  • Discussing the importance of timings and telling customers the facts and the truth to deliver a brand level of reassurance
  • What does it mean to reset the North Star in terms of internal advocation, messaging and external communication through all customer channels?