Customer Orientation

Jan F. Klein

Commonly used CRM tools provide important insights, but they don’t actually show where companies lose customers along the customer journey. As today’s customer journeys are increasingly complex, knowing where you lose and win customers becomes crucial for marketing budget allocation, says Jan F. Klein from the Aalto University School of Business.

Jan F. Klein

The fragmentation of brand contacts in today’s omni-channel environment has fundamentally changed the way customers search for and eventually purchase products. As a result of this change, companies need to systematically manage the experiences along the customer journey in order to stay competitive.

Heidi Hammarsten

The earlier a designer is involved in product development, the more added value is created. That is the lesson learned by Mikko Veikkolainen and Jari Kettunen of Kemppi, a manufacturer of welding equipment.

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