At the JourneyOps Stockholm event, Sérgio Tavares, Lead Service Designer at F-Secure, shared his expertise on the intersection of data analytics and service design. F-Secure, a prominent cybersecurity company, leverages journey management to enhance customer experiences and drive business success. Here are the key takeaways from Sérgio's insightful presentation.
Journey Mapping Evolution
Sérgio's career in service design began a decade ago with journey operations for the Finnish railroads. Over the years, his methods have evolved, yet the core principles remain the same. With a background in both consultancy and academia, Sérgio brings a unique perspective to F-Secure, where he manages over 30 million customer journeys.
Transition to Jobs-to-Be-Done
F-Secure transitioned from traditional demographic personas to a jobs-to-be-done framework. Sérgio emphasised creating personas based on specific product interactions, such as gamers needing security for their gaming devices or parents protecting their children's devices. This approach makes personas more actionable and relevant to the services provided.
Simplified Tools and Metrics
F-Secure uses a streamlined tool stack, focusing on essential tools like the Strategizer Value Proposition Canvas. This simplicity ensures that the team remains focused and effective. They also utilise a unique set of building blocks to define customer needs, pains, gains, pressures, and opportunities, ensuring a comprehensive understanding of the customer journey.
Documenting Internal Pressures
One innovative approach at F-Secure is documenting internal pressures. These are internal challenges that prevent the company from solving customer problems effectively. By capturing these pressures, F-Secure ensures that internal pain points are acknowledged and addressed, fostering a more supportive environment for customer-centric initiatives.
Leveraging Customer Service Insights
A significant shift in F-Secure's approach was quantifying customer pain points. Sérgio highlighted the importance of understanding the cost of customer service calls and using this data to build a business case for addressing these pains. This method provides a clear financial incentive to improve customer experiences.
Ten Practical Tips for Effective Journey Mapping
Make Personas Actionable: Focus on behaviours and universal accessibility rather than demographics.
Quantify Pain Points: Use customer service data to estimate the financial impact of pain points.
Document Pressures: Record internal challenges and ensure they are acknowledged and addressed.
Reject the "it can't be done" mentality: Turn problems into opportunities and delay the solution thinking.
Avoid Personal Bias: Listen more and integrate diverse team inputs to find common ground.
Leverage AI: Use AI tools to streamline journey mapping and enhance data accuracy.
Different roles use journeys differently: Recognise that different stakeholders use journey maps differently
Create a Minimum Viable Journey: Develop just enough to demonstrate value in the beginning
Pursue the "sell me a pen" moment: Be ready to showcase how a journey map can answer critical questions and reveal key insights.
Replace Reports with Journeys: Use dynamic journey maps as the new standard for reporting and insights.
Real-World Application
Sérgio illustrated how these practices are applied at F-Secure, making journey maps the backbone of their customer-centric approach. By replacing traditional reports with interactive journey maps, F-Secure ensures that insights are accessible and actionable, driving continuous improvement in customer experience.
Conclusion
Sérgio Tavares' presentation at JourneyOps Stockholm highlighted the transformative power of journey management. By making personas actionable, documenting internal pressures, and utilising simplified tools and metrics, F-Secure effectively enhances customer experiences. Implementing these strategies can help organisations across industries achieve similar success.
Start Your Journey Management Transformation Today
If you are interested in exploring how journey management can transform your organisation, we would love to hear from you. Let's discuss how we can tailor these strategies to fit your unique needs and drive success in your business. Please feel free to contact us to start this exciting journey together.
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