November 2016 Digital customer experience is a river formed out of many streams, all equally important. This presentation is an overview of all the elements that go into building a successful digital customer experience, illuminated with case examples.

1. ColumbiaRoad
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A DIGITAL COMMERCE
CONSULTANCY BY

2. ColumbiaRoad
Columbia Road is a part of
Futurice group
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400Digital Specialistssubsidiary
VERTICAL FOCUS
B2C & B2B
DIGITAL COMMERCE
EUROPE
Helsinki, Stockholm,
London, Berlin, Munich

3. 3
Digital Commerce Consulting
Lean Service
Creation for
Digital Sales
• Concept & UX design
• Prototyping
• Ecommerce Shops
• B2B Sales Channels
Growth
Consulting
• Continuous design & development
• Enabling agile
• Data analytics & customer insight
• Inbound
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2
3
Digital Commerce
Strategy
• Customer Experience Management
• Omni Channel Strategy
• Opportunity mapping
• Current State Analysis

4. ColumbiaRoad
Customer Experience Management
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● Crystallizing Customer Vision
● Customer lifetime value, segmentation and scoring
● Customer Journey Mapping & omni-channel strategy
● Bottlenecks and pain points identified & prioritised
● Recommendations for resolving customer-side bottlenecks and internal pain points
● Impact/effort analysis for mapping low hanging fruits vs long-term targets
Stage Before purchase During purchase After purchase Loyalty
Business goals & KPIs
Customer action
Touchpoints
Customer engagement
Goal level
Current level
Internal actions, roles
& processes
Customer Vision

5. An app is not enough!
Marketing is not enough!
A smile in customer service is not enough!
CX IS HARD!

6. It is about…
...operations and processes
...numbers and culture
...passion and leadership
CX IS HARD!

7. ColumbiaRoad
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8. Columbia Road
helped to
improve YIT Plus
customer
experience by
mapping the
journey.
YIT
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Creating Impact with
Customer Journey
Mapping
Impacts:
— Better understanding of current
processes and customer
experience
—Visualised customer journey to
activate discussion and point out
the direction for next steps
—Concrete recommendations on
how to improve customer
engagement and overall customer
experience

9. ColumbiaRoad
Helsingin Sanomat Omni-Channel Conversion
Columbia Road helped HS to increase
conversion between medias & channels.
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10. S-Pankki’s customer acquisition rate improved significantly
by analysing customer journeys and data from online
channel:
200% improvement in digital funnel and
140% in physical funnel
Omni-Channel CX Optimisation

11. ColumbiaRoad
Anton & Anton Food bag sales + Omni-Channel Experience
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12. Key objectives:
- From 0€ to 100M€ in Digital sales channels by 2018
- Improving the customer experience and NPS
- Enabling rapid business experiments in digital channels
Our approach:
- We benchmarked what local & international peer companies do, also in other industries
- We conducted 14 customer interviews and analysed earlier survey data
- We went through 130 touchpoints, created customer journey map and blueprints for the
business areas
- We created digital business vision, with recommended technical architecture, business
case study and visual example designs
Impact:
Based on the new insights and strategy, Vapo started digital service and ecommerce
programs to drive towards 100M€ revenue in digital and improve their NPS for both large
and small customers in both district heating and bio fuel business areas.
Vision & Strategy - Digital Business Channels for Vapo Bioenergy
Vapo is a leading developer of bioenergy
in Finland and the Baltic Sea region and
the world’s leading peat industry
company. Turnover of the Group was 487
M€ in 2014. Currently Vapo is going
through a major business transformation
where key elements include moving from
production towards services business,
digitalisation and introducing new
business areas.

13. ColumbiaRoad
Our Lean Service Creation Process for Digital Commerce
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SERVICE VISION SPRINT
TEAM :
Business / Technology
Design / End-Users
BUSINESS
NEED
Improve
Improve
Improve
FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT GROWTH CONSULTING
Days to Weeks Weeks to Months Months to Years
NEW IDEAS
SERVICE
VISION
MVP
TO
LAUNCH
2

14. ColumbiaRoad
INBOUND
Growth hacking marketing
Search engine optimisation
Affiliate marketing
Marketing automation
DATA ANALYTICS &
CUSTOMER INSIGHT
A/B testing
Analysis of web & mobile
analytics
Web & mobile analytics
implementation
Conversion optimisation
CONTINUOUS DESIGN
& DEVELOPMENT
Experiments
Data-driven development
ENABLING AGILE
BUSINESS
Organisational barriers
Methods & ways of working
Technology environment
Architecture design
Growth consulting
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3
Insights
Minimum
viable
product
Build
Measure
Analytics
Learn

15. ColumbiaRoad
New Channel Creation Vapo-kauppa - selling pellets &
bedding
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Kauppa.vapo.fi is the place to find, compare & buy Vapo’s fuel and farm products. Making buying online easier than
calling the “sales people” – extending the “Paremman palvelun pelletti” promise to the browser & emails. Clever
experiments in marketing automation: “we know it’s time to order more” & “a truck is headed your way next Tuesday”
KPIs Q4/2016 →
● NPS: 70
● % of sales via web:
from 1 → 30 %
● Extremely well-targeted emails
with open rates 60+%, CTR
20+%
● Rapid time-to-market,
constantly evolving, A/B
testing, adding payment
methods, etc. etc.

16. ColumbiaRoad
Vapo Kaukolämpö - reducing churn
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Kaukolampo.vapo.fi is the reporting, communication and analysis tool for property managers. Anyone interested in
the performance and costs of their building’s district heating system will find up-to-date reporting, relevant
comparisons and budgeting tools free of charge. Increasing transparency and usability of a utility service.
KPIs Q3/2016 →
● 300+ registered users
● Enabling Vapo to
communicate about
disruptions to users of a
specific heating network
● Better understanding of
building infrastructure,
allowing timely support
● Whitelabeling for other
service providers

17. ColumbiaRoad
CHP & Industrial customers
Fuels Business Design & Strategy
● Forecasting
● Automatising order delivery
processes
● Delivery & logistics tracking
● Rerpoting
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18. ColumbiaRoad
Esim fyysinen lasku on tärkeä - lähtökohtaisesti negatiivinen -
touchpoint. Digitalisaation avulla laskusta voi tehdä positiivisemman.
British Gasin lasku viestii mm: asiantuntijuus, edelläkävijyys, hintarakenteen läpinäkyvyys, reiluus, informatiivisuus, oman kontrollin
tunne, sitouttaminen (loyalty-program), vastaa kysymykseen “mihin rahani menevät”, mistä saa apua ja tarkempaa tietoa

19. ColumbiaRoad
YIT PLUS Customer Journey Mapping
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CUSTOMER JOURNEY PROCESSVALUE
PROPOSITION
CUSTOMER
JOB TO BE
DONE
COMPETITORS
What is the business case?
How to do money?
Who is the
customer?
Is this in sync with
job to be done?
What are the
critical points?
Are the assets able to
fulfill the expectations?
Who are
competing for
the same job to
be done?

20. ColumbiaRoad
Growth consulting for services sales
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Explore &
convince
Reach &
Inbound
Sign-up
FUX
Choose plan Upgrade
Activation &
Churn
Service usage
CEM
Business
Design
Analytics &
A/B testing
Continuous
develop-
ment
Experiments
Typical journey
Building blocks

21. ColumbiaRoad
Nespresso eCommerce services
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22. ColumbiaRoad
Pohjolan Liikenne eCommerce
Columbia Road helped Pohjolan Liikenne eCommerce -team with:
✓ New simplified and responsive UI layer to drive BETTER
SALES CONVERSION
✓ New services supported to enable UPSELLING
✓ AGILE BUSINESS DEVELOPMENT enabled
About Pohjolan Liikenne:
Pohjolan Liikenne is a Finnish premium bus operator with 91M€ turnover, staff of 1000 people
and 35 million passengers per year.
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23. ColumbiaRoad
Maapörssi Circular Economy Market Place
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Complete ERP, driver application and
online marketplace for surplus soil
Driver / logistics
company
Buyer Seller

24. ColumbiaRoad
K-Ruoka Growth Consulting
Kesko Oyj hired Columbia Road to accelerate
growth for a mobile cooking app K-Ruoka together
with Futurice. The award-winning app has been
created for Kesko to support shopping and drive
more sales in Kesko affiliated stores.
Our approach was to create a disruption to the
basic, long-span work to find those hidden gems
and hurdles, which then helped to create a better
clarity for product vision and eventually drive more
sales and customer engagement.
“Columbia Road supplied us fresh ideas and
accelerated the whole service development unit to
reach a new speed. Inspiring!”
Juha Hotti, Head of Mobile, Kesko
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25. ColumbiaRoad
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Anttila eCommerce & growth hacking
Columbia Road helped Anttila to modernise their
eCommerce offering for Anttila.com and
Kodin1.com.
Despite the sad end of an era, the online sales had
its best months during our partnership.
● Data-driven development on top of IBM
WebSphere Commerce platform
● Continuous A/B testing & analytics
● Agile technology environment for business
experiments
● Business design

26. ColumbiaRoad
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Talea B2B ad market place
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Talea is a Joint Venture between Futurice & Kärkimedia providing innovative services for ad optimization and sales.
The whole digital development is done by Futurice: http://www.talea.fi/palvelut/

27. ColumbiaRoad
Elenia’s digital
customer channel
Enhanced self-service rate, brand image, and
customer communication

28. Business
Ideas,
Funded by You
Nordea Crowdfunding platform is
Scandinavia’s first equity-based
crowdfunding service provided by a bank.

30. Case: Developing digital capabilities and
innovation culture for Tallink
/ Digital Strategy & Vision
/ Organisation & Governance
/ Culture & Environment
/ Technology & Platforms
/ Digital excellence & Practices
Read more: http://futurice.com/cases/case-tallink
“The team from Futurice was professional in conducting the analysis and produced results that can help us
speed up our digital development.”
Janek Stalmeister, CEO Tallink Group

31. ColumbiaRoad
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32. 29
Digital Commerce Consulting
Lean Service
Creation for
Digital Sales
• Concept & UX design
• Prototyping
• Ecommerce Shops
• B2B Sales Channels
Growth
Consulting
• Continuous design & development
• Enabling agile
• Data analytics & customer insight
• Inbound
1
2
3
CX and Digital
Commerce
Strategy
• Customer Experience Management
• Omni Channel Strategy
• Opportunity mapping
• Current State Analysis

33. ColumbiaRoad
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Our Offering
Omni-Channel Customer Experience
CX Strategy and Transformation; CX Vision and Planning; Customer Journey
Optimization, Customer Insight
Digital Strategy
Digital Strategy; eCommerce Strategy and Design; Omni-channel Strategy and Design
eCommerce & Digital Sales Channels
Concept and UX design, Prototyping, eCommerce Shops, B2B Sales Channels, Continuous
Design & Development, enabling agile digital commerce