From cost centre to value centre

Molslinjen faced challenges managing a large volume of customer inquiries across multiple channels, including their website, phone, email, and social media. At the same time, the customer service function was spread across several departments—operations, customer service, and marketing—with inquiries and information handled in numerous different systems.

This meant there was no consolidated overview of the customer data and knowledge flowing into customer service each day, and there was a lack of alignment between customer service and Molslinjen’s other departments, including digital/sales and marketing.

Molslinjen saw an opportunity to transform a reactive customer centre into a proactive digital sales and service unit, where knowledge could be centralised and follow-up and service development managed in one place. This unit would have direct connections to product development, marketing, port operations, and onboard services. At the same time, they recognised untapped potential for upselling.

By implementing a unified customer service platform, Molslinjen could break down existing knowledge silos and create a holistic overview of all customer inquiries.

After reviewing challenges, improvement opportunities, workflows, and system requirements, Molslinjen chose Zendesk.

The first step in the process was to integrate the majority of Molslinjen’s channels—website, app, email, and social media—into Zendesk, centralising customer inquiries. This primarily lays the foundation for much closer collaboration across the organisation, allowing insights to be used effectively to create better services, sharper marketing messages, and upselling opportunities at specific situations and touchpoints.

Molslinjen has taken the first steps toward optimising the entire customer experience. The new setup helps break down silos by consolidating insights into customer challenges and questions regarding the services Molslinjen offers. This opens up new opportunities to work with loyalty and sales across multiple Molslinjen channels.

Customer service is now considered across the entire customer journey—from booking, the onboard experience, to the final trip down the ramp—to identify where service can be enhanced and how positive scenarios can be leveraged for upselling.

Sales and digital teams use these insights to optimise digital services, self-service options, and as input for innovation and new business initiatives.

Finally, marketing can leverage the insights to craft targeted advertising messages for customers who, for example, have had a specific experience during their journey—delivered with perfect timing. Zendesk is integrated with Molslinjen’s Customer Data Platform, Tealium, providing unique opportunities to personalise the customer journey even further.