MI Pro


Implementation of an Event-Driven Process for Customer Surveys and CRM Integration

Color Line, one of Europe’s leading shipping companies, partnered with MI Pro to enhance their customer-centric initiatives by implementing an event-driven process for customer feedback.


Background

Color Line is a prominent short-sea shipping company in Europe, transporting nearly 4 million passengers and about 180,000 trailers each year, making it the largest operator for international passenger and freight traffic to and from Norway.

The company's formula for success is centered around exceptional customer service. They needed a technology partner that understood this and could collaborate with Color Line to improve their data collection processes.


Enhancing Color Line's Customer Survey Tools

To better understand customer needs and desires while traveling on a Color Line vessel, the company utilized a customer survey tool to gather data. However, they faced several challenges:

  • The existing system was quite difficult to manage, with individual questionnaires for each route operated by the company. For instance, the questionnaire for the route from Germany to Oslo was different from the one for Oslo to Germany, and they had separate surveys for each language. In total, they used 60 different questionnaires.
  • In addition to the many surveys, Color Line lacked a CRM integration. This meant that passenger information had to be manually merged into the questionnaires, which was time-consuming.
  • The questionnaires themselves were also cumbersome to handle, lacking an automated mechanism to invite participants. This put additional pressure on the already busy internal IT department.

What Did MI Pro Deliver for Color Line?

Color Line and MI Pro collaborated to review all client contact points and define an automated, event-driven feedback process that could be captured and managed within the existing CRM system.


MI Pro helped Color Line enhance the customer experience by:

  • Utilizing intelligent APIs to integrate the company’s CRM system, automatically retrieving passenger information and ensuring that all feedback was reported back in real-time.
  • Creating a single survey that could be dynamically filtered and customized based on the target audience.
  • Assigning a unique ID to each component of the questionnaire.
  • Tagging questions so that when data was collected, the necessary information was sent to the appropriate department. For example, if a passenger complained about the meal served at dinner, the response would be directed to the restaurant manager for immediate action.
  • Offering a filtering feature to make the questionnaire more compact and easier to divide into sections.
  • Providing a customized look for the survey, with the option to change the language during completion.

Image: A fully customized design featuring three available languages and a progress indicator designed as a ship.

Results

The highly automated and personalized system implemented by MI Pro enabled Color Line to uphold its client-centric policy. Since 2020, it has managed feedback from several hundred thousand Color Line customers.


By investing time to understand Color Line’s needs at the beginning of the process, MI Pro became an integral partner in enhancing the company’s feedback collection solution. This collaboration allowed the business to continue delivering excellent service to its passengers. MI Pro implemented several unique techniques to drive efficiency and flexibility in the process. Notably, the tagging functionality and automatic CRM integration were key success factors in the new system.


"MI Pro has gone the extra mile to improve how we collect feedback from customers. We can now trust our customer insights, knowing that the process is fully automated and captured accurately in our CRM system. This trust in the underlying technology frees us to focus on following our client-centric guidelines."


— Kjetil Almvik, CRM Team Manager at Color Line

 

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