Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Communicating your Customer's Needs

33 views

Published on

How do you communicate the goals of your customers with your team and with the wider organisation? With customer journey maps, you can get a sense of your customers' motivations, their needs and pain points. But where do you start? How do you design effective maps that can push your team forward?

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Communicating your Customer's Needs

  1. 1. 2
  2. 2. 3 Customer voice Marja Ojala Lead Designer in Finnair product development
  3. 3. Finland’s flag carrier 95+ years of aviation Shortest route between Europe & Asia In-house development done by 40+ developers 12 designers 8 product owners + external developers & designers 4 Who are we?
  4. 4. Loyal Finns European & Asian Business travellers Asian one- time leisure travellers Customer- facing crew Maintenance & Kitchen 5 Who are our customers?
  5. 5. 6 Getting to know our customers Organic feedback User testings & validations Surveys Analytics & A/B testing Diaries Probe kits
  6. 6. Involve individuals Across teams & hierarchy Involve teams Responsibility to follow up Share the quotes Part of all presentations Share the success stories Exhibitions & Town halls 7 Spreading the knowledge
  7. 7. 8 Gathering Feedback on pain points & successes Allies to share material with
  8. 8. 9 Gathering Feedback on pain points & successes Allies to share material with Packaging To easily digestable snippets Easy access to feedback & data inside organisation
  9. 9. 10 Gathering Feedback on pain points & successes Allies to share material with Packaging To easily digestable snippets Easy access to feedback & data inside organisation Distributing Every possible opportunity Offering channels to learn more on their own
  10. 10. Why does it matter?
  11. 11. So, what’s your super power? Professor X That’s not really going to help us… Professor X Yes, I see that now. Captain Hindsight Hindsight Captain Hindsight
  12. 12. Designer Developer Product owner or manager 13 Who has the responsibility? Top management
  13. 13. 14 Make effort building the relationship with the customers #1
  14. 14. 15 Make effort building relationship with data & analytics teams #2
  15. 15. 16 Take the time to go through customer feedback & talking to them directly #3
  16. 16. 17 Secure and demand time & money for the customer voice #4
  17. 17. 18 Looking for… Designer Researcher Contact me Marja.Ojala@Finnair.com
  18. 18. 19 Questions, please & Thank you!

×