In the second season of the Vincit Talks vodcast, we’ll be discussing the fundamentals of digital business – online stores, web services, customer data, customer experience, and more.
We sat down with Jussi-Pekka Erkkola, who’s responsible for Elisa's online store and digital channels, to discuss how to get the most out of your digital services. As an experienced digital development leader, Jussi-Pekka knows how to bring the customer's voice to the core of a company’s operations.
Putting the customer at the center
So, how can companies improve the customer experience in their digital offering? At Elisa, the answer is to orient the whole organization toward delivering a world-class customer experience. In order to make sure everyone is working toward that goal, data is a key enabler.
This is both customer data as well as data gathered by closely involving customers in service development. Customer insights are shared with the whole organization to make sure there is active and open communication across teams so that they can all work toward the goal of achieving customer excellence.
Improving customer services through testing
In order to keep the focus on customer experience and not get overwhelmed with the amount of available data, Elisa works to clearly understand the problem they’re trying to solve and who the target group is. They then gather more information by testing the digital services they’re developing.
At Elisa, they use A/B testing, multi-armed bandit testing, and other tests as part of the process for developing their offering. This helps to bring in different functionalities and design better user interfaces. With testing, you can see how customers use the designs, what design features lead to better conversions, or what brings a better Customer Effort Score, customer satisfaction, or usability to digital products.
Taking a customer perspective in all activities
At a large company like Elisa, there are numerous projects ongoing all the time. With so many possible directions to go in when creating services, prioritization can be a challenge. That’s why they make development prioritization decisions based on customer insights.
Taking a customer perspective to make everything seamless is also important. So for example, if the company introduces a new service, that requires development across the range of channels they offer including online stores and self-service portals to ensure a consistent experience.
Elisa is also experimenting with AI methods, such as Large Language Models, to see what they can add to the customer experience. The end goal is to continue enabling the company to deliver the best customer solution possible.
