All at sea about what to wear?

P&O Cruises and Cunard have discovered that the most common question asked by customers on its website is: 'What’s the dress code?'

The cruise lines have now added more information on their websites about on board dress codes to help their guests know what to pack.

They made the discovery after introducing online technology to reduce the response time to enquiries. As a result, their customer enquiry response time has been reduced from an average of four days to 24 hours.

Answers to over 2500 common questions, including 'What’s the dress code?' are now stored in a ‘knowledgebase’ which is continually updated.

Giles Hawke, sales and customer services director at P&O Cruises, says: 'The technology provides us with valuable insight into our customer’s main concerns, and a gold mine of marketing information that enables us to further innovate our services based on real customer feedback.'