Webinar recording: How Viking Line became #1 in customer satisfaction - and why their Customer Lab is a key part of the success

Viking Line holds the highest customer satisfaction scores in Baltic Sea passenger transport to and from Finland. In a market defined by cautious consumers and intensifying competition, that's not a small thing.

But it didn't happen by accident.

Behind the result is a deliberate, ongoing practice of building better experiences with customers — not just for them. In this webinar, Marika Immonen (Head of Customer Experience, Viking Line) shares exactly how they are building that capability using Leanlab: how it fits into their broader CX strategy, and what it's done for the speed and confidence of their decision-making.

What You'll Learn:

• How Viking Line built their Customer Lab — how they recruited their panel, got customers actively engaged, and turned it into a continuous channel for insight and co-creation.
• Research that keeps pace with the business — how Viking Line gets reliable customer feedback in days instead of waiting weeks, enabling faster and more confident decisions.
• Real use cases from the field — concrete examples of how Viking Line uses their Customer Lab across the travel experience, from digital services to onboard concepts.
• The business impact — how continuous customer collaboration reduces development risk, cuts research costs, and creates customers who feel genuinely connected to the brand.

About the speakers:

Marika Immonen
Head of Customer Experience, Finland, Viking Line — sharing firsthand how Viking Line has built and run their Customer Lab and what it's meant for the way they work with customer insight.

Ville Österlund
CEO & Founder, Leanlab — one of the early pioneers in continuous customer collaboration, with 20+ years of experience helping Nordic and international brands bring customers into their development process.

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