The Moominvalley of Customer Experience

What Moomin character are you? Every Finn should know their Moomins well enough to pick the one they identify themselves the best.

Despite all the talk in Finland about crises here and there recently, I see the Finns as happy and carefree as the Moomins in a world where the spectrum of corporates and companies represent their peaceful home, the Moominvalley. Any news, good or bad, from the outside world doesn’t seem to shake the peaceful Moomins. We all love the way it has always been: free coffee at the office, chatting about lunch options, and having an adventure once a year.

"Quite Good" Is Not Enough Good Customer Experience

We have so much knowledge, skilled people, and well-thought-out mission statements in Finnish companies. I love the Finnish corporate life for its well-meaning respectfulness. But are we preventing success and competitive advantage by being too nice, and not bringing up difficult topics into the discussion? Are we too satisfied and getting blinded by our overall easiness?

How do you transform the Moominvalley into a burning platform?

We live in the era of the customer where there’s a fierce global competition taking place due to digitalization. How do we handle it here in Finland in respect of culture?

“Experiences are all about strong feelings and commitment.”

By creating a “quite good” Finnish version of the customer experience (CX), we’re going to miss our chance. Customer experience, which is just “quite good” is a shortcut to burn one’s precious white Moomin tail on the burning platform.

What Kind of Customer Experience Do You Want to Offer?

My Moomin character is Little My. She is the sassy one with strong and noisy opinions. In the form of Little My I would love to see us getting more fierce energy to move from the current corporate culture towards better customer experience.

If a certain neutrality and “I’ll do that because I have to” attitude labels all of our interaction, how is that supposed to create a memorable customer experience? Experiences are all about strong feelings and commitment. Lackluster or careless interaction between you and your customer won’t evoke bad feelings – even worse, it won’t evoke any feelings among your customers. Customers seek empathy. If empathy is not available, they move on.

“Are we too satisfied and getting blinded by our overall easiness?”

A great example of showing this attitude is Toni Paloheimo, the Head of Service Design. In his blog post he writes that, “Customer experience is a holistic thing. Whatever you intuitively think about ‘holistic’ you probably are wrong. The ’holistic’ within CX means more than you think.” OpusCapita is little by little transforming not less than their whole company culture to better support consistent delivery of great experience all the way from the top management to the daily encounters with their customers. They do what they preach about and at the same time show how big changes are made of small deeds repeated over and over again.

Little My asks you to think clear and to be honest. She is there to wake everyone up. “There is no Moominvalley,” she shouts and laughs, “it was an illusion – and even the illusion is now long gone!”

Building Customer Experience Brick by Brick Like Lego

Customers want their experiences strong and hot. It’s no longer about conversation, it’s about actions. I admire how the Lego company creates and measures their customer experience. They segmented their customer base into a different stage of commitment (recommenders, neutrals, and critics), and they have a programme for turning the neutrals and the critics to recommenders. Every shift up and down can be shown in figures. More recommending or at least neutral customers means more revenue.

Trust and Nurture the Little Mys

Is it on the shoulders of your company’s Little Mys to drive the change towards better company culture, one that enables strong and committed customer experience? All of the Little Mys in this world are driven by the need for freedom and meaning. I bet you know a few of them! Have a trust in them. Nurture their will and enthusiasm. Let them guide you to a direct and honest conversation with the customers. The platform doesn’t need to burn.

Little My the sassy one
The sassy Little My next to Donald Duck