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Viking Line signs 3-year strategic collaboration with Avaus – customer data should drive the cruise experience

Viking Line is a market-leading brand in passenger traffic on the northern Baltic Sea. They offer passenger services, recreation and cargo carrier services. In 2022, Viking Line carried nearly five million passengers and over 100,000 freight units. And now they want to improve the customer experience in partnership with Avaus.


After a couple of tough years for passenger traffic due to the pandemic, the industry is making a strong comeback riding the wave of data and automation. Viking Line is already collecting a lot of customer data, but they see a huge potential when it comes to analyzing it, and turning it into business value. Or as Tom Lindberg, Chief Digital Officer at Viking Line, puts it:


“We collect so much information on our customer journey, but we can use that data much better than we do today, and then we talk about benefits both for the customer and for us.”


He continues:


“Avaus’ experts and structured approach creates guidance for us, going from manual to highly automated ways of working. With their help, we can not only collect and analyze the needed data, but also activate and  personalize it in multiple channels – ranging from pre-boarding experience to on-ship communication.”


Emma Storbacka, CEO at Avaus, emphasizes Avaus’ strategy of creating replicable methodologies and assets:


“Viking Line takes data-driven customer-centricity seriously, and they realize it is a long-term systematic journey. We are happy to support this journey with the methodologies and assets we have created over the past 15 years.”


She concludes:


“Viking Line is a perfect partner for us – an ambitious and business-driven company, which is ready to take the next step in its growth strategy. With an increased use of AI and degree of automation, Viking Line enables a more personalized experience for its customers, but also an industry-leading sales and marketing function.”


Viking Line is a great example of a company leveraging data and automation to improve customer experience, growth and efficiency – and in the long run drive the cruise experience. Ship ahoy!




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