ACRE built the customer experience into a strategic foundation – the entire staff was involved in shaping the customer promise
Aalto University Campus & Real Estate Ltd (ACRE) develops and manages properties owned by Aalto University that support sustainable and communal campus development. Together with Dagmar, ACRE carried out a customer experience development project in which the key customer personas and their customer journeys were modeled, and a customer promise, customer experience ambition, metrics and a roadmap towards the desired state were defined.
Customer experience as a strategic breakthrough
The project was commissioned by Jenna Isokuortti, Head of Leasing and Customer Experience, ACRE. The goal was to build the customer experience into a strategic cornerstone that supports ACRE’s values and business. The work began by modelling the most important and critical customer personas and their customer journeys. Based on these, the customers’ needs, expectations and pain points were identified.
Working on customer profiles and paths together helped to increase customer understanding by crystallizing customer value and key processes.
Jenna Isokuortti, Head of Leasing and Customer Experience, ACREJointly formulated customer promise and service principles
Based on customer personas and paths, a joint workshop was organized for the entire staff, where ACRE’s customer promise and service principles were formulated. The work utilised participatory methods that committed the staff to the development and created a common understanding of customer-centred operations.
In the project, it was particularly rewarding to see how strong participation and co-design created a customer promise for ACRE that does not remain just words – but can be seen and felt in everyday actions.
Sirpa Toljander, CX Director, DagmarTogether with the management team, the state of mind and indicators were clarified
In the next phase of the project, ACRE’s management team deepened the role of customer experience as part of the organization’s operating methods. In the workshops, the intent of the customer experience was clarified and a set of indicators and monitoring models were defined for measuring the customer experience at the strategic level and for the most important encounters at different stages of the customer journey. In addition, the most important KPIs were identified, which can be used to monitor the development systematically.
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