In a highly competitive maritime transport market, where price is a key factor and passengers expect service on par with airlines, Baleària aimed to differentiate itself through superior customer experience.

The company’s goal was to implement a digital transformation that would unify processes across multiple business lines -passenger transport, freight, hospitality, and retail - and provide a seamless, omnichannel experience for its customer groups.

The six tactical objectives driving the transformation were:

• Increase agility in incident management.

• Integrate Robotic Process Automation (RPA) into business processes using Laiye.

• Implement omnichannel communication across all touchpoints.

• Integrate the reservation management platform for smoother operations.

• Centralise customer data to optimise the marketing cycle.

• Execute the tactical plan through Zendesk integration.

Digitisation has enabled Baleària to streamline and simplify processes and offer a satisfying and consistent experience across all channels, resulting in a significant improvement in the customer and employee experience.

In Zendesk, they have found a robust, scalable and simple system that has enabled them to complete the first phase of the transformation in just four months, with a convenient employee onboarding process.

Enhanced customer experience

Customers benefit from seamless omnichannel interactions, self-service via knowledge bases and chatbots, and unified ticketing across physical and digital channels.

Operational efficiency

Agents can manage queries more effectively, with clear visibility of all interactions, faster response times, and reduced duplicated effort.

Integrated workflows

Connection with back-office systems allows for online ticket purchases and e-boarding passes via WhatsApp, ensuring a smooth end-to-end experience.

Employee empowerment

Routine tasks are automated or simplified, improving motivation and productivity.

Executive insights

Centralised reporting provides immediate visibility of performance across channels, supporting strategic planning and investment decisions.

Rapid transformation

The first phase of CX transformation was completed in just four months, demonstrating the scalability and robustness of the system.

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