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Improved digital customer experience

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.


Helsingin Sanomat hired Columbia Road to examine their digital services’ customer experience and determine 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.

Columbia Road helped us to roadmap the activities for improving our onboarding customer experience, and hence, our customer lifetime 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

Our Approach

Our approach was to map the current customer journey and to recognise 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 organisation to get a solid view of the 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.


We helped Helsingin Sanomat to see the current state of their digital services’ customer experience by visualising 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 improving 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.

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