Insights and roadmap for a more customer centric organisation
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minute read
Nynas is a Swedish, world-leading supplier of bitumen and naphthenic specialty products that are often used in electric supplies, roads, bridges and other infrastructure. To help them move toward a more customer centered business, we have explored their customer journeys and internal processes to give them recommendations that can make their customer service a source of value creation for both them and their customers.
The challenge
Two business units in a joint customer service organisation
Nynas has two business units: one for their naphthenic products (used in a wide range of industries) and one for their bitumen products (used for asphalt production). In 2022 the two business units’ customer service departments where joint into one. With customers across the world, their operations are complex and they needed help to secure that their new customer service organisation and its processes are transparent and offer efficient customer service.
The outcome
Roadmap and recommendations for their future customer service. By working with the design thinking process, gathering insights through interviews and surveys, we mapped Nynas internal processes in both business units across countries, identifying customer needs, pain-points and behaviours.We processed and deepened the insights through workshops with the different stakeholders, and visualised in a series of customer journeys, blueprints and mappings of both business units' and various countries' internal processes. We also created an impact map for strategic decision-making and maximised value delivery for Nynas and their customers. The work resulted in recommendations for streamlining future processes, future customer interaction points, and adjustments within Nynas customer service organisation. The Roadmap provided a clear way forward to implement changes in order to achieve the envisioned future state of Nynas' customer service structure.
Delivered value
Reaching new heights through co-creation and innovation. The explorative and co-creative way of working without having pre-defined answers allowed us to find innovative solutions together with Nynas. The concrete roadmap also brings Nynas the value of having a clear plan forward in the creation and establishment of the new customer service setup that ensures an exceptional customer experience and facilitates cross-country collaboration. Moreover, it gives employees more time to work proactively, delivers efficient and streamlined processes across Europe, while still preserving the local cultures and ways of working. Last, but not least, the new customer service setup focuses on what really creates value for the customers, enabling Nynas to become truly customer centric.