Better solutions to stay on the pulse of customers
To stay fresh and innovative across the end-to-end customer journey, Finnair needed a systematic way to stay on the pulse of what customers like, think, feel and wish. Finnair wanted to find a solution that would:
- Go beyond simple surveys to allow a two-way dialogue with customers to dig deeper into the customers' hearts and minds.
- Connect with customers globally to ensure that decisions made are based on sufficient and representative data.
- Support iterative design and develop a loop where customers are invited on short notice to have their say on different customer experience and innovation initiatives.
- Help the non-customer-facing teams to connect more closely with customers and help the company to become more customer-centric in its processes.
Solution
To solve the challenge, Leanlab helped Finnair to build and launch over 1000 people strong customer community across 4 key markets. The customer community represents the customer base across different traveller segments. The ongoing work with the Leanlab team is delivering the desired effect:
- It has helped Finnair to integrate customer views into the business and cut global customer insight timelines from 8-12 weeks to 2-4 weeks and, in some instances, to just days.
- There is a good adoption of Leanlab across different teams and individuals. It is used monthly by branding, marketing, cx and digital teams to drive customer-centric decisions.
- It has helped different teams to get closer to customers than before. Tens and tens of staff members have been closely involved in talking to customers in the community.
- The community engagement by customers is excellent, going even up to 70%, and a majority of the members continue to play an active role in the programme since its inception in 2017.
"This is a very popular tool internally within Finnair. It’s liked because of its speed, it gives concrete answers, and it makes the co-creation process international – you can immediately have insights all the way from your home market to China and Europe. In our business, it’s crucial."
Johanna Jäkälä, CMO, Finnair