Antti Rauhala looks at how data science can make for more appealing and lovable services.

1. Winning Hearts with
Data-Driven Services
How to use data to create
digital services people love?

2. We create digital services for
people to love.
We drive business impact.
We are ambitious.
And we want to craft the leading
digital services that help our
customers to reshape their
industries and this age.
Data plays big part in this
mission.
Meet Futurice

3. We provide digital
services for a wide
range of companies

4. From this perspective
it’s easy to see the
data-driven
transformation that will
change many
industries

5. // CONSIDER THE SOLVER

6. We created a tool for
transforming emails into
knowledge and upon it
‘the Solver’ service,
which solves your
problem in the instant it
recognizes it.
The work was done for
ABB and a large
operator. People want
instant solutions.
Providing them could
save yearly tens of
millions euros in
email/call handling.

7. // CONSIDER SANOMA FLOU

8. Sanoma Flou
aggregates dozens of
magazines and
newspapers.
Its personalized ‘Sinulle’
view provides 3-4 times
more interesting content
compared to the
traditional time based
sort.
There’s so much
compelling content, it’s
difficult to stop reading.

9. // LET’S DIG DEEPER INTO WHAT PERSONALIZATION MEANS FOR BUSINESS

10. // SO, WHAT DOES THE PERSONALIZATION MEAN?

11. Personalization
means…
…supplying what
your customers
demand…
…as individuals

12. // WHY PROVIDING WHAT YOUR CUSTOMERS DESIRE IS SO IMPORTANT?

13. // WELL, THE CUSTOMER DESIRES ARE THE REASON COMPANIES EXIST

14. Customer desires define
the value of a service.
The value is what the
customers pay for.
You can exchange greater
value for more demand or
better price.
Customer
Company
€ Value

15. // YOUR SUCCESS IN DELIVERING VALUE DETERMINES YOUR SUCCESS IN BUSINESS

16. // WHAT DO YOU MEAN WITH THIS ‘VALUE’?

17. People try to maximize
the emotional rewards
they reach with their
limited time.
To reach this goal, you
must maximize reward /
time ratio in everything
you do. This drives the
customer behavior.
User
World
Time Reward

18. So you can win your
customers’ hearts…
…by maximizing their
emotional rewards…
…and…
…by saving their precious
time!

19. // HOW PERSONALIZATION MAXIMIZES THE EMOTIONAL REWARDS?

20. Personalization provides
you the content you most
love.
Personalization optimizes
emotional reward directly.
The Ideal News Site:
News You Desire to Read
News You Must Read
News You Have to Read
…

21. // HOW PERSONALIZATION MINIMIZES SPENT TIME?

22. Personalization makes
effort-side optimization
easy. It minimizes
navigation, scrolling,
and searching.
If you can save half of
the effort, you can
double your customers
reward/effort ratio
The Ideal Web Store:
(Now with 1 product)
The Product You Want
Buy

23. // BUT WHAT DOES IT ALL MEAN FOR BUSINESS?

24. Maximized reward
/
Minimized effort
=
Maximized reward / effort
=
Addictive UX

25. Addictive UX helps you
attract maximized user
base to spent
maximized amount of
time in your service

26. Maximized value/time
*
Maximized time/user
*
Maximized users
=
Maximized total value

27. Maximized total value
means
maximized business
Customer
Company
€ Value

28. // PERSONALIZATION WILL BE AN INSEPARABLE PART OF DIGITAL SERVICES AND BUSINESS

29. // ARE THE OTHER WAYS TO WIN HEARTS WITH DATA DRIVEN SERVICES?

30. Few concepts, we could easily deliver
Turns emails,
customer service
stories or
discussions into
an exhaustive
knowledge base.
KNOWLEDG
E MINER
SOLVER VALUATION
SUITE
PREFEREN
CE ENGINE
DIAGNOSTI
C SUITE
The solver finds
the answer real-
time, once it
recognizes the
problem.
A tool that
optimizes,
visualizes and
explains both the
price and the
selling time.
Models user
preferences with
available data
and uses this
understanding to
personalize the
service.
A tool that helps
medical
professionals in
diagnosing
conditions and
automatically
detecting people
in high risk.
PREDICTIV
E
INTERFACE
S
UI that minimizes
the customer’s
effort with
mathematical
certainty.
Business impact:
Better customer
experience. Most
support in online.
Business impact:
Better and more
efficient customer
service.
Business impact:
Optimized
revenue for seller
or real estate
agents.
Business impact:
Greatly improved
customer
experience.
Business impact:
Saved lives and
saved costs.
Business impact:
Greatly optimized
customer
experience

31. // WHAT THIS ALL MEANS?

32. // DATA SCIENCE WILL BE AN INSEPARABLE PART OF DIGITAL SERVICES AND BUSINESS