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Royal Arctic Line

The goal: ensure that the product lives up to the company’s obligations to the people of Greenland
– the approach was to create deep customer insight and identify concrete focus areas

SITUATION
Royal Arctic Line handles shipping and port operations in Greenland and has deep roots in Greenlandic society. The company sees its primary task as meeting the transport needs of the people of Greenland, and this is also reflected in its strategy. Here, customer satisfaction was identified as a key parameter for assessing the company’s success and its ability to live up to its obligations to the people of Greenland.

SOLUTION
Royal Arctic Line wanted to learn more about its customers’ experiences to strengthen customer relationships and increase loyalty. The foundation was a comprehensive annual customer survey, which would form the starting point for the combined retention and upselling effort. Loyalty Group and Royal Arctic Line’s project group identified four focus areas, which became specific initiatives that could lift the customer experience.

RESULTS
Royal Arctic Line received very positive feedback on the initiatives launched from a large share of its customers – in both the private and business segments. Royal Arctic Line was also very quickly able to see the benefits of its efforts by selling more add-on services to customers. The open and constructive dialogue with customers about their current and expected future needs resulted in a significant increase in sales.

Services delivered

Design of VoC program (Voice of Customer)

Clarification of insight and reporting needs (output)
Definition of target groups (respondents)
Definition of respondent data (existing data)
Definition of questionnaires
Definition of reporting and success criteria
Definition of follow up structure

Data collection

Baseline survey (Blue print)
Relational customer surveys

Analysis & reporting

Driver analysis
Descriptive analysis
BrancheIndex study
Business analysis
Critical customer processes (Closed loop)
Online dashboards / reporting
PowerPoint reporting

Implementation

Results review
Results workshop (prioritization)
Action plan workshops

Professionalism, empathy and the ability to advise us effectively on customer centricity and customer loyalty were decisive in our choice of Loyalty Group as a partner. At the same time, Loyalty Group brought unique knowledge and experience from previous Greenlandic projects. This only made the choice easier and gave us the necessary trust that the collaboration would create concrete and measurable value for Royal Arctic Line.

– Lars Borris Pedersen, Chief Commercial Officer (2017-2020), Royal Arctic Line

Loyalty Group took a very pragmatic and solution-oriented approach to the knowledge base that had been created and, together with key people in our organisation, managed to identify concrete focus areas. This meant that, with Loyalty Group’s help, we received a set of very concrete recommendations that were already firmly anchored with the employees who were subsequently tasked with bringing the recommendations to life.

– Lars Borris Pedersen, Chief Commercial Officer (2017-2020), Royal Arctic Line

We can already see a positive development at Royal Arctic Line towards a more customer-centric culture, where customers’ needs are the primary focus all the way out to the customer-facing functions at the ports. The increased focus on customer satisfaction and needs has also meant that we have already been able to measure increased sales to our existing customers through higher sales of relevant add-on services.

– Lars Borris Pedersen, Chief Commercial Officer (2017-2020), Royal Arctic Line