How Terveystalo improves customer experiences in digital health
Terveystalo, a leading Finnish health service company, has adopted a feedback-based approach to improving their customer experience.
Terveystalo focuses heavily on customer experience and provides a wide range of health and wellness services to both individuals and corporate clients. Their digital health team comprises 110 people working in a complex environment with an endless amount of digital customer journeys. Their challenge is designing an outstanding customer experience (CX) in such a complex environment.
“At first, our only source for digital CX feedback was our official feedback system that was designed for complex customer complaints and was not in the context of our digital touchpoints. However, we soon realized that this was not enough”, says Terveystalo’s Juhana Schulman.
Terveystalo then moved to Net Promoter Score (NPS) surveys to capture a broader perspective of their digital CX. Then, they introduced the Customer Effort Score (CES) survey, which measures how much effort a customer has to put into an interaction with the company in the specific touchpoint.
“One important lesson we learned is that only asking for feedback after a transaction means missing feedback from unsuccessful attempts.”
In addition to these surveys, Terveystalo also collects spontaneous and proactive feedback from various sources. They have automated analysis of CES surveys with the help of Lumoa service and also manually classify feedback into categories in Excel for building even deeper empathy towards customers and being able to prioritise the most impactful topics.
How to turn data into better customer experiences?
Terveystalo’s digital team has a weekly process in which relevant parties go through customer feedback using digital whiteboard service Miro. Data is imported directly from Excel and Lumoa to Miro, which helps the teams visualize feedback and discuss potential improvements.
Terveystalo considers CES to be a better metric than NPS for digital touchpoints, as it provides more actionable insights. They also believe that qualitative feedback is even more important than quantitative feedback.
Their practices have proven efficient: Terveystalo’s Medoma mobile application won the 2023 Grand One Award in the categories of Best Digital Service and Best Service Design. Medoma frees up healthcare professionals’ time for patient work.
Qvik has been involved in producing the Medoma service together with Terveystalo and other partners. In addition to this, Qvik has also been involved in creating the new Terveystalo.com and the design system and the renewal of Terveystalo’s occupational health care services.
- Ask feedback proactively and in context after the most essential points of the digital customer journey.
- Focus on qualitative data. Use quantitative data sparingly.
- Have earmarked resources for analyzing data and acting on it.
- Automate what you can, but make sure to immerse yourself and others in raw customer feedback too.
- It’s a process, not a project: work systematically but always keep moving and improving.