Strengthening customer relationships through insight
A few years ago, we noticed something intriguing. Our customer experience metrics were impressive. The Net Promoter Score (NPS) exceeded +50, and our customer satisfaction levels consistently surpassed our targets. On the surface, everything seemed perfect with our customer relationships. So, could we just relax and celebrate? Were we truly performing so well that no further improvements were necessary? We didn’t think so.
We recognised that we need deeper, more actionable insights to serve our customers even better. This realisation sparked the idea to revamp the way we measure customer satisfaction. The result was a renewed Voice of Customer survey designed to significantly strengthen our customer relationships with richer insights.
Putting customers at the heart of every interaction
“We want to ensure that every encounter with us is as easy and smooth as possible for our customers and that they feel the care in every step of their journey,” explains Teija Kuustonen, Head of Fast Track. “Customer insight is key for understanding what creates value and causes pain for our customers. It enables us to improve their overall experience.”
Salla Kosonen, our Customer Experience Manager and the driving force behind the project adds: “With the help of our new CX platform, we can gather more accurate and actionable feedback. This helps us continuously improve our services and address any issues quickly.”
Customer insight serves two key purposes: strengthening customer relationships and improving our services and processes to better meet customer expectations.
“Thanks to the new Voice of Customer model, we can track how customers perceive key phases of their journey with us. For instance, what works well during the purchasing process or where we can improve when customers take new services into use,” Kuustonen explains. “The model also provides a holistic view of our customers’ overall experience with Lindström.”
From challenges to positive feedback
The journey to revamp the survey was not without challenges. Identifying the right solution to meet our evolving needs for advanced, predictive analytics was no small task. Transitioning and integrating existing data into the new system required careful planning. Furthermore, engaging all our country teams and preparing them for this shift in operations was critical.
Despite these challenges, the outcome has been worth the effort. “Customer feedback has been overwhelmingly positive,” Kosonen shares. “For me, the most rewarding feedback is when customers name and praise individual team members for the outstanding service. Our frontline teams and delivery representatives are the face of our company. It is heartwarming to see how they have built such strong, personal connections with our customers.”
Driving development in customer deliveries
Taneli Ranki, Head of Delivery Services, emphasises how the new survey enables the development on multiple levels. “This new approach helps us better understand what customers expect from us and enables us to enhance our services,” Ranki explains. “Our service representatives are not just completing transactional tasks—they are providing service to our customers. The new survey allows us to respond quickly to customer feedback, addressing areas where we have not succeeded while also praising individuals who receive positive feedback.”
He also highlights the project’s broader impact: “I do like the fact that this brings more fuel to our development work. Locally, we gain insights to improve service quality and operational efficiency. Globally, we understand better what customers expect in the future, allowing us to adapt and meet their evolving needs.”
A foundation for the future
By improving how we listen to and learn from our customers, we are enhancing customer experience today and building stronger relationships for the future. Our renewed survey provides a continuous stream of valuable insights. It enables us to improve our services and, ultimately, deepen our connection with customers.
Related
eLindström is an online service designed to help the customer to keep track of and make decisions on the use of textiles easier.
In the summer 2022, our “workwear goes digital” project team had concluded the long transformation journey transparency towards efficiency.
