Together, they will create the industry’s most outstanding customer experience and strengthen Color Line’s capacity for innovation.
– Through new digital technology and smart use of data, we will become even better at meeting customers’ expectations for flexible, seamless and modern travel experiences, says Hallvard Bache, Head of Digital Sales at Color Line.
Together with Forte, Color Line will modernize its digital channels and user interfaces to ensure a seamless and great customer experience.
– By bringing together and structuring data within the digital platform we are building for Color Line, we unlock entirely new opportunities for personalization and make it possible to meet a wider range of user needs before, during, and after the journey. This enables Color Line to create more targeted and relevant experiences for its customers, says Philipp Malkmus, Product Director at Forte.
The new platform gives customers better overview and control of their entire journey, from planning and booking to check-in and loyalty mechanisms. At the same time, Color Line gains a robust digital infrastructure where data flows seamlessly between core systems such as booking, payment, operations, and loyalty.
– Color Line has a unique product that has delighted generations of travelers. Working together as partners to create outstanding user experiences—where the digital and physical merge in a seamless and personalized way—is something the entire team is passionate about, says Malkmus.
Phygital experiences in travel
The project was launched to meet rising expectations for personalization, self-service, and so-called phygital experiences in travel, where the digital and physical journey merge into one cohesive customer experience. It’s about digital solutions enhancing the actual journey, whether that involves booking, check-in, or the onboard experience.
– Phygital experiences are about bridging the gap between the digital and the real journey. When technology is used the right way, the transition between the app, the ticket, and the journey itself should feel natural—as one coherent experience. That’s exactly where we want to stay ahead, so we can offer customers an even more seamless and inspiring journey, says Hallvard Bache at Color Line.
Collaboration with Ibexa
As part of the work, Color Line and Forte have worked closely with Ibexa on the planning and design of the solutions. With experience from travel & hospitality, Ibexa has contributed valuable insights. The selected modern DXP solution, with built-in personalization, makes it possible to develop scalable web solutions quickly—benefiting both Color Line’s customers and its editors.
– Ibexa has been an important partner in the early phase. Their experience from the travel industry and a modern DXP with personalization enable us to deliver more relevant and seamless customer experiences, while also giving our editors a simpler and faster tool for day-to-day work, says Rolf Valstad at Forte.
