Customer insight and service development
We develop our services based on insight into our customers’ needs.
We develop our services based on customer insight
Customer insight means understanding our customers’ needs, expectations and use of services, along with the challenges associated with them. That understanding is based on different types of information: a broad spectrum of customer data, feedback from customers, data on the customer experience, and an analysis of customer behaviours.
We draw on data from our own operations. In addition, we use data from outside sources. We extend our data-based understanding of customer needs by using a variety of background variables, such as age, gender, nationality, etc. Further, we augment the data by engaging with our customers through interviews, surveys, workshops and a variety of other methods that can produce additional insight.
Recognising individual customer segments helps us to develop our services in an effective, customer-focused way
Nearly all Finns are customers of Kela. In order to develop our operations effectively and to produce services that meet our customers’ needs, we must recognise different customer segments. By getting to know these segments, we can more successfully identify their needs and expectations and discover how services aimed at different segments are used.
Based on data analysis, we have divided our customers into segments consisting, for instance, of individuals in similar circumstances or similar ways of accessing customer service. As we get to know the key features of each customer segments, we can develop our services to better meet their needs. We have carried out customer segmentation among both individual customers and employer customers. The segments will be updated and made more specific on an annual basis.
- We have used our own customer data resources to carry out the segmentation. Based on customer data, we have identified three main customer segments that differ in terms of the benefits they receive and how frequently and through which channels they interact with Kela.
- In segmenting employer customers, we have used our own data on the volume of customer contacts and the channels used. In addition, we have obtained data from outside sources on enterprises and organisations, including their staff totals, sectors and finances.
Customer involvement and the forms it can take
We need our customers and partners to join us in developing our services. We want to enable as many customers as possible to participate in the development effort. We are developing new forms of involving our customers. Involvement is a process that allows customers to become involved and active. At its simplest, it can mean interviews and surveys, and at its best, a process in which customers take an active role in development efforts.
Involvement also means that we take advantage of different networks and forums in which people from varied backgrounds can come together around a common theme. Interactivity and long-term commitment are key. In addition to the means currently available to us, we are working on building our own customer network and digital platform that would allow us to reach and involve our customers more directly.
Continuous involvement is part of building customer insight.