How Cruise1st boosted engagement by 739%, to generate over £3.2M in additional revenue with Ami AI

739%

increase in customer engagement with Ami.

£3,2m+

in additional sales generated through Ami AI.

4.3

average CSAT rating, reflecting stronger customer satisfaction. alongside a 1.65% uplift in online conversion rate.

The challenge

The sales challenge at Cruise1st

Cruise1st, a leading cruise holiday retailer, wanted to increase online sales while also improving performance in their contact centre. Their goal was twofold: boost e-commerce conversions on their website and deliver more high-quality leads to their contact centre team.

Although the site was attracting traffic, many visitors weren’t converting, and leads reaching the contact centre weren’t always timely or qualified enough to drive strong sales. Cruise1st needed a solution that could engage users in real time, qualify leads effectively, and route them quickly to the right team.

Our approach

Ami AI’s approach to smarter sales

Cruise1st partnered with Ami AI to implement Ami, the conversational AI tool designed to proactively drive sales and deliver high-quality leads. Working closely with Cruise1st, Ami AI deployed Ami across key website areas, where it engaged visitors based on their browsing behaviour and intent. With this setup, Ami could:

Identify sales-ready users and guide them toward booking online or speaking directly with the contact centre.
Generate 3x more leads than customer-initiated enquiries, with higher conversion rates than  inbound calls.
Deliver leads in real time, complete with context about the customer’s interests.
Support direct e-commerce sales, helping customers choose cruise packages, answer FAQs, and move through checkout.

This combination of speed, relevance, and proactive engagement ensured Cruise1st’s sales teams could respond faster and more effectively.

In terms of bottom-line impact, Ami was
our best converting channel and
continues to impress.

Simon Hoe 

Global Head of Digital Marketing & eCommerce, Cruise1st

The results

The results – Higher conversions, stronger sales

Partnering with Ami AI delivered significant commercial impact for Cruise1st:

£3.2M+ in sales generated through Ami
739% increase in customer engagement
1.65% boost in online conversion rate
4.3 CSAT rating, reflecting improved customer experience

Not only did Ami deliver more leads to the contact centre, it delivered the highest-converting ones. Combined with stronger e-commerce performance, Cruise1st achieved major gains in both sales and customer satisfaction.

How could Ami AI help your organisation?

Ami turns your website into a high-performing sales and support engine. From boosting e-commerce conversions to handling FAQs and post-sale queries, Ami’s AI agents reduce costs and drive measurable results. Book your free demo with our Founder Lawrence to see how Ami could transform your website.

About Cruise1st

Cruise1st is a leading UK cruise holiday retailer, offering a wide range of cruise packages with global cruise lines. The company provides both online booking and contact centre support, helping travellers find tailored holiday options at competitive prices. With a focus on value, service, and choice, Cruise1st has established itself as a trusted name in cruise travel retail.