Cases 20.08.2025

Asuntosäätiö modelled its most critical customer paths and laid the foundation for customer-centric development

Customer experience development Customer experience Customer insight

Asuntosäätiö is one of the largest domestic owners of residential properties in Finland. Asuntosäätiö is a non-profit operator that offers approximately 18,000 homes in more than 30 localities and more than 33,000 residents live in its apartments. Together with Dagmar, Asuntosäätiö modelled the most important customer paths for its business, identified areas for development and created a roadmap for developing the customer experience.

From customer understanding to a strategic tool

Asuntosäätiö’s goal is to offer good and reasonably priced housing and to develop residential areas in the long term. Developing the customer experience is a key part of this mission. The goal of the development project was to strengthen customer understanding and identify concrete development targets that support both customer value and business.

“It is really important for us to know our residents and hear their thoughts about housing. In this project, it was great to see how the thoughts and experiences brought up by the residents were included in the concrete development of the customer experience,” says Pinja Suonpää, Customer Experience Manager at Asuntosäätiö.

By studying customer paths, gaps and areas for development were identified

The work was started by modelling two of the most critical customer paths for Asuntosäätiö’s business. A wide range of stakeholders were involved in the work: customers, internal experts and external partners. In addition, the analysis was carried out in close cooperation with people working in the customer interface.

The cooperation identified the key stages, pain points and successes of the customer journeys. Based on these, clear process descriptions were drawn up that take into account the customer’s goals, channels, key moments, and Asuntosäätiö’s own actions and responsibilities.

Prioritisation brought focus to development

In the second phase of the project, we moved on to prioritising the identified gaps and areas for development. This phase was carried out in close cooperation with Asuntosäätiö in the form of workshops. The workshop examined the development targets from several perspectives: how they affect the value experienced by the customer, what kind of significance they have for the business, and how demanding they would be to implement – especially in relation to the consequences if the development work was not tackled.

“It was inspiring to see how extensive involvement and joint analysis highlighted both strengths and clear areas for development. We were able to formulate a concrete direction for the development of the customer experience and a common understanding of where we want to develop the customer experience,” says Sirpa Toljander, CX Director, Dagmar.

The discussions were facilitated with the help of different quadrants, which helped to structure views and bring up possible conflicts or common emphases. The goal was to find a common understanding and direction that would guide the development work towards more customer-oriented operations. The end result of the workshop was a clear roadmap of prioritised development projects as well as a jointly formulated vision and state of mind that support Asuntosäätiö’s strategic goals and long-term development direction.

Customer-centricity as part of strategy and everyday life

As a result of the project, Asuntosäätiö has a clear understanding of the most important customer paths, their pain points and development needs. The roadmap and a shared state of mind support the development of customer-centricity as part of strategic management and everyday operations.
Customer experience development is a continuous journey that requires internal commitment and strong leadership within the organization. Asuntosäätiö has taken a significant step forward in this.

Does your company’s customer experience need to be scrutinized and outside eyes help in its development work?

Learn more about Dagmar’s customer experience development services!