Cases 27.01.2026

Customer-centricity as part of everyday work – ABB Motion developed customer-centric operating models with the help of customer journeys

Customer experience development Strategic consulting Customer experience Customer insight

In cooperation with Dagmar, ABB Motion carried out a customer experience development project with the aim of making customer-centricity a stronger part of the organization’s everyday life and operating models. The project modelled customer journeys for two different target groups, identified areas for development and scaled good practices more broadly to meet different customer paths. In addition, a set of customer experience metrics and goals were defined that support ABB Motion’s business and customer-oriented culture in the sales unit.

Modelling customer journeys and defining a common state of mind

At the beginning of the project, two key target groups were identified, for which the customer journeys were modeled separately. As background work, qualitative interviews were conducted with current customers, which provided a deep understanding of the customers’ needs, expectations and pain points. The expertise of ABB Motion’s personnel from different departments was extensively utilised in the modelling of the customer journeys in order to obtain a comprehensive internal perspective on the different stages of the customer journey.

“Our goal is to improve the customer experience and increase the job satisfaction and customer orientation of our personnel. Together with Dagmar, we were able to illustrate to the entire staff what is happening in our different processes and how we need to expand good operating models to different functions. During the project, we ended up developing two different customer paths at first,” says Ulla Ylänne, Customer Operations Manager, ABB Motion.

Based on the modelled customer paths, functional practices were identified that could be scaled more widely to the encounters of different customer groups. During the project, participatory workshops were organised in which the personnel were involved in shaping ABB Motion’s common will and customer-centric rules. These were documented as care models that guide the implementation of the different stages of the customer journey and ensure a uniform customer experience. Together with the management team, the strategic-level goals were clarified and the most important KPIs were identified, which can be used to systematically monitor the development of the customer experience at different stages of the customer journey.

“What was unique and exceptionally interesting about this project was how extensively and on several occasions the entire staff was involved. It is a huge time investment for the organization, but also a necessity in such a complex operating environment, where customer relationship management and management are fragmented and chains are long. The discussions between the departments were also valuable, they have a huge indirect impact.” Sirpa Toljander, CX Director, Dagmar.

Change in stages – a roadmap towards a common state of mind

There is still a long way to go to reach the final customer experience goal, which is why a phased roadmap was built in the project to guide the development work forward in a controlled manner. The roadmap defined what things will be developed at each stage so that the change can be implemented in the organisation in such a way that the personnel are committed and the change is not too big at a time. The change includes both the introduction of systems and cultural changes, the renewal of processes and the implementation of new operating models. This also enables more versatile and accurate measurement of the customer experience at different levels.

“It has been nice to see how the organization’s understanding and appreciation of different functions has grown. The same goes for the idea that the customer experience is only as good as our ‘weakest link’ is. We have taken a look at all processes and will make changes if necessary. After the initial mapping, our journey continues towards the planned path one step at a time.” Ulla Ylänne, Customer Operations Manager, ABB Motion.