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First take a good look at their website before you call.
Do they provide a business address?
Is it an Alaska address?
Do they show a picture of their vehicles?
Inside and out?
Do they list their credentials, such as licenses and permits?
How long have they been in operation?
After you're comfortable with this information you need to know the route and schedule.
If Pre-Cruise;
Where do they depart from? * THIS IS IMPORTANT - if downtown you need to arrange connecting transportation
What are the times?
If Post-Cruise,
Where do they arrive at?
What are the times?
For either;
Are there any stops?
Does the rate include taxes?
Does it include admission to any attractions?
Are the drivers also guides?
Are they Alaska residents? How long? (The only advantage here is you get input from a local, not someone who has come up for a summer job and knows about as much as you do.)