Data-based CX management

Create next level customer experiences and be leading in development through measurements and feedback gathering

Designing measurable customer experiences

Knowing your customers and their opinions is the best source for CX design and development. Understanding your customers' perceptions in all phases of the customer journey gives you insights in your service maturity evaluation, and helps you identify the crucial gaps you might have. Gathered, analyzed and shared data is an enabler of change in customer experience. Customer feedback based analysis enables decision making based on real customer understanding.

We can help you take the next step in your customer experience development by analyzing the customers, create customer profiles, segments and map customer journeys. Our experts can also help in recognizing points where customer feedback should be asked and how, and provide a good solution for gathering, analyzing, managing and reporting the feedback. We can help you take improvement actions and design better experiences. Let us advise and support your business in change management to become leading by having customer feedback as the backbone of your operating model.

Aleksi Kärkkäinen

Head of Advisory, Design & Innovation

Key benefits

Customer Feedback Management (CFM) provides a systematic & intuitive channel to engage actively with customers to understand experiences in the customer journey, at both strategic & operational levels

Driver for growth & customer retention

Customer Feedback Management (CFM) provides a systematic & intuitive channel to engage actively with customers to understand experiences in the customer journey, at both strategic & operational levels

We offer a full range of services from design to SaaS solution implementation, facilitation of the feedback management process and continuous development

Everything you need in CFM from 1 place

We offer a full range of services from design to SaaS solution implementation, facilitation of the feedback management process and continuous development

CFM works best with a centralized function that takes care of the feedback gathering and management process in one common tool to analyze, report, engage the customer interface and close the loop

Ingredients for succesful CFM

CFM works best with a centralized function that takes care of the feedback gathering and management process in one common tool to analyze, report, engage the customer interface and close the loop

Key capabilities

Operational Model for Customer Feedback Management

Our tested and well performing model for operating CFM starts with defining the relevant questions to ask. It needs to be both strategy-centric and touchpoint-specific. All the feedback is analyzed and correlated with operative KPIs. Dashboards for different stakeholders are provided, and personalized if needed. The key to improving customer experience is practical guidelines and having systemic improvements in place.

Service design, strategy consulting and change management

Once we have defined the CFM strategy, we map out the customer experience processes (customer mindsets, interactions, actions) using the service design methodology and make necessary tweaks to the existing models. We focus on finding out why customers interact with the business and aim to optimize the customer service cycle. Customer journey mapping alongside analytics software makes your company more customer-centric

Multiple methods

We have multiple methods for analyzing the feedback and providing easy communication to stakeholders. The ones we recommend are Net Promoter Score (NPS) and Customer Effort Score (CES). NPS is measuring fits for relationship or event (transaction) feedback. It can also be applied to employees. CES is often used to analyze problem solving, which NPS isn't as good of a method for. CES focuses on the easiness and effort needed by customers

Managing all 3 types of feedback

We manage customer feedback in a way that all 3 types of feedback are covered and fully utilized. (1) Relationship feedback is periodic and very important. (2) Event feedback from events and touchpoints are either specifically requested feedback or event triggered. (3) Spontaneous feedback come from URL links in web pages, tablets in service points, or handwritten documents in service desk. All of which provide valuable insights for your business

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Practical guidelines for sampling, metrics and analysis

We have extensive experience from running several CFM projects. Main learnings are processed to key principles and practicalities to be used. To name a few: Ensure that the sample reflects the customer base or segment. Scores aren’t comparable across business verticals – only within an industry (and touchpoint). Trend is more important than absolute score. Find the reasons for trend changes (analyze, analyze, analyze). Contact us to learn more

Success stories

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