SITUATION
Arctic Umiaq Line A/S (AUL) is a Greenlandic shipping company that operates passenger services along the west coast of Greenland. After operating with a deficit guarantee from the Greenland Home Rule Government, AUL was to operate on fully commercial market and competitive terms from the end of 2009. As a self-financing company, AUL needed a solid, factual knowledge base for future decisions on strategy, new investments and the optimisation of day-to-day operations. The stated objective of the collaboration with Loyalty Group was an increase in annual revenue per passenger of as much as 20%.

SOLUTION
Supported by Loyalty Group, AUL decided to uncover the potential for additional sales on board the M/S Sarfaq Ittuk. We therefore carried out a qualitative study in the form of a three-day field study and a quantitative survey of passengers’ overall satisfaction with the existing facilities and offerings on board.
The purpose was to identify the touch points that helped shape the customer experience on board – and to assess whether AUL was making the most of cross-selling and upselling opportunities.

RESULT
The field study generally showed that AUL had already launched several good initiatives to create a good experience on board. The observations were also supported by the subsequent customer survey, which showed that customers were very satisfied travelling with AUL.
However, the customer study also showed that there was a large, untapped potential in creating a more sales- and marketing-driven culture on board the ship, where all crew members actively support and encourage additional sales on board. Loyalty Group prepared a comprehensive report with clear recommendations and organised a sales workshop with all senior crew members.