Listening To Customers Is The Cornerstone Of Viking Line’s Service
Cruises are a beloved pastime for many, but different passengers have varying needs. Viking Line carefully tailors its customer experience for each group. However, the principle remains the same for all: customer service that exceeds expectations.
“Nowadays, it might seem obvious to say that the customer is the most important, but especially in the experience industry, they are at the center of everything. At Viking Line, we aim not only to meet customer expectations but to exceed them,” says Marika Immonen, head of customer experience.
“A journey is always a break from everyday life, and expectations for a cruise are always high. We’ve succeeded in creating an excellent customer experience when we’ve evoked positive emotions during the trip, and the customer leaves the ship with a smile.”
The customer experience begins at home with trip planning: is it easy to find the necessary information, and can the customer get what they need without hassle?
“Most cruises are booked online, so we’ve particularly invested in our website,” Immonen explains.
“When designing it, we focused on clarity: the homepage headings immediately guide the customer in the right direction, and simple instructions ensure they stay on track. Our search engine optimization is also in good shape, so we’re easy to find on the most common search engines. Our site is also mobile-friendly.”
“Of course, some customers still prefer personal service by phone. For them, we maintain a phone service where they can speak with our skilled customer service representatives.”
At the terminal, customers can choose between a self-service kiosk or human assistance: several customer service agents are available at check-in, but it can also be done easily via a kiosk or even on a smartphone. Clear announcements and electronic display boards guide the way to the ship.
Once on board, staff and signage help direct passengers, especially near elevators, stairs, and cabin corridors. Additionally, the information desk is open 24/7.
Meeting the Diverse Needs of Customers
“Families with children are one of our main target groups, because when the kids are happy, the whole family is happy. And, of course, children are also our future customers,” says Immonen. She fondly recalls the fun and relaxed atmosphere of cruises from her own childhood, which may have influenced her career choice.
“Our most recognizable product for children and families is our mascot, Ville Viking, who is always present on our cruises. Ville is a big favorite among kids, and meeting him is highly anticipated. There’s a fun cruise program for kids, complete with games and activities. The laughter and excitement from the playrooms and ball pits are the best feedback from our little guests.”
“We particularly focus on children and teens during school holidays,” Immonen continues. “For example, the conference area, which is quiet in the summer, is transformed into Ville Viking’s Adventure Island during the summer season.”
The laughter and excitement from the playrooms and ball pits are the best feedback from our little guests.
Quality Entertainment for Adults, Dance Music for Older Guests
Adults are catered to on the Red Ships with performances by top Finnish artists and other high-quality entertainment. Concerts are always included in the price of the cruise. There are also a variety of themed cruises for different tastes, such as music, fine drinks, or theater and stand-up shows. The ships also feature spa areas inspired by the sea and archipelago, offering relaxation with saunas, jacuzzis, and high-quality spa treatments.
Older guests appreciate a calmer cruise environment and the opportunity to dance.
“Early-week departures are designed with them in mind: classic Finnish artists perform on stage, providing great dance music. Guests can also take a break at bingo or relax in one of the ship’s many restaurants for a quiet afternoon.”
Business travel picks up in the fall: the ships are a popular venue for various meetings and conferences.
“Our corporate customers particularly appreciate having their own dedicated contact person. When the meeting reservation is handled by the same person, the service runs smoothly, and the customer feels valued.”
Dining Crowns the Cruise
For many, the highlight of the cruise is the ship’s fantastic dining options. A long-time favorite among passengers is the Red Ships’ famous buffet dinner, featuring an extensive selection of starters, main courses, and delicious desserts. In addition to classic dishes, the buffet offers the best seasonal flavors, and the ships provide new culinary experiences throughout the year.
“The buffet has been updated in many ways in recent years: the offerings have been modernized, with an emphasis on locally sourced ingredients, and special dietary needs are better accommodated,” says Immonen.
“Our ambitious goal is to offer our customers the best food on the Baltic Sea and memorable dining experiences.”
Viking Line’s food product is designed with a Nordic focus, and the seasonal menus take into account the availability of ingredients. Locally sourced products are preferred whenever possible.
“Our ships feature various types of restaurants, ensuring that every passenger can find something to suit their tastes. In addition to The Buffet, found on every ship, passengers can choose from À la carte restaurants offering high-quality culinary experiences. Fish and seafood are especially popular, but high-quality vegetarian options are also an important part of our diverse offering. For those looking for a more casual dining experience, there are various casual dining restaurants available. Diversity, quality, and friendly customer service are our strengths in delivering an excellent customer experience.”
Children are also considered in the dining experience: at The Buffet, kids can enjoy their meals at a significantly reduced price, with a special children’s table. Other restaurants offer a specially tailored kids’ menu.
Quality is Constantly Monitored
Immonen emphasizes that developing the customer experience is an ongoing process.
“We recognize that customer expectations are constantly evolving, so we need to stay alert. We regularly collect and analyze customer feedback. We celebrate successes, investigate the causes of any disappointments, and correct them as quickly as possible. Problems can arise and mistakes happen, but we believe that if we handle these situations well and apologize to the customer, they will still leave with a positive impression of their trip.”
Understanding the customer journey as a whole is key to delivering excellent customer experiences. The experience is shaped by every interaction the customer has with us—before, during, and after the trip. From a customer experience development perspective, the work is never finished; it continually evolves based on customer needs and feedback.
“In our service training, we focus on maintaining a positive service attitude. Creating a great customer experience is a point of pride for everyone on board, from the bridge to the entire crew. We refer to the ‘Viking spirit’ among staff, which is reflected in job satisfaction and long employee tenure.”
“By listening closely to our customers, we can identify their needs, exceed their expectations, and succeed in creating unforgettable experiences. When we also share these successes internally and remember to give positive feedback among the team, we create a supportive and positive work environment, which is also reflected in the service our customers receive,” concludes Immonen.
Text: Kaisa Mäntyranta
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Customer Experience – What and Why?
The customer’s experience with a product or service is something every company should examine more deeply. Investing in recognition and brand building isn’t enough if the customer experience is lacking.
- A unique customer experience always stands out from competitors.
- The customer experience begins even before actual engagement, for example, when searching for information about a product.
- Customer experience can consist of both digital and physical interactions – purchases are made online, but services are mostly experienced in physical environments.
- The building blocks of customer experience: service events, physical environment, product range offered, price, brand expectations, previous customer experiences, and the emotional impact created.
- Customer experience is just as measurable as any other aspect of business operations.