Improving Digital Customer Experience

Helsingin Sanomat

Columbia Road helped us to roadmap the activities for improving our onboarding customer experience, and hence, our customer life time value. Their positive drive and getting-things-done attitude always makes it a pleasure to work with them. Mikael Liljedahl, Head of Digital Business, HS


Key Objectives

Helsingin Sanomat hired Columbia Road to examine their digital services’ customer experience and to figure out ways to improve customer engagement. The goal of this project was to build an overview of digital services’ adoption, recognize pain points in the current customer journey and find out ways to take the customer experience to the next level. The key objective was to directly increase digital service activation and customer life-time value indirectly.


Our Approach

Our approach was to map the current customer journey and to recognize every touchpoint affecting the overall customer experience. We started by identifying, gathering and analyzing existing touchpoint materials and data. Further, we interviewed employees around the organization to get a solid view of the whole customer experience delivery processes. One part of our approach was to analyze the current data and figure out the best ways to measure digital service activation in the future.


Impact

We helped Helsingin Sanomat to see the current state of their digital services’ customer experience by visualizing the customer journey and mapping the existing data to it.

We identified bottlenecks and challenges in the current customer journey and gave them concrete recommendations on how to improve digital adoption and customer engagement. In addition, we showed how digital service activation could be measured and managed in the future.

Update 12 months after the project: The number of subscribers started to increase for the first time in 25 years and today, over 70 000 people subscribe to the digital newspaper.


About Helsingin Sanomat

Helsingin Sanomat is Finland's largest newspaper and the largest daily in the Nordic region, which provides unique journalism in print, online, smartphones and tablets.
www.hs.fi


Download reference case whitepaper


Increasing customer loyalty with impact-driven and growth-hacking minded marketing automation

Columbia Road helped Fortum to implement and integrate a marketing automation system that set a base for customer satisfaction and loyalty growth.


10x lead generation growth for B2B leasing services

Nordic Finance saw 10x growth in lead generation and reached ambitious turnover targets with a modern, data-driven digital sales and marketing approach.


Online sales strategy and an actionable growth roadmap for a jewellery brand

Online sales strategy, a roadmap, and a great deal of knowledge transfer for one of the most beloved Finnish jewellery brands in six weeks.


Digital sales transformation for a global engineering company

A digital sales transformation program for Vahterus, including building new digital services for highly specific needs in a very complex sales environment.