For Tackling Internal Processes
Behind Ken Muskat’s desk at MSC Cruises USA in Fort Lauderdale, FL, a large electronic board monitors reservations center hold times for calls, keeping him continually updated. Rejoining MSC Cruises earlier this year as executive vice president and chief operating officer, Muskat is managing all trade and consumer-facing functions as MSC Cruises expands rapidly in the U.S. market with four ships sailing from Florida this winter.
Handling hotel operations, the contact center, revenue management, marketing and communications, Muskat reports to Roberto Fusaro, MSC Cruises’ president for the U.S., and works closely with Rick Sasso, chairman, MSC Cruises USA. Already Muskat is improving call center answer times, hiring more reservations agents and retraining phone staffers.
To analyze the reservations process in its entirety to make positive improvements, Muskat also hired Claudia King-McWilliams as vice president, contact center, groups and process improvement. Bringing unique insight into MSC Cruises’ evolution, Muskat previously served as the line’s executive vice president of sales in the U.S., before leaving in 2016 to head up a China project for Royal Caribbean Cruises Ltd.
He says today’s MSC Cruises is not the same line that it was five years ago. So, in the next few months, Muskat plans a new trade brand positioning campaign, followed by a similar consumer campaign. His goal is to assure guests are on the right product for their personal vacation style and personality. Yes, there’s work to be done, but Muskat has moved the needle in just a few months back onboard.