The customer needs to know that they are important
Teosto represents about 33 000 domestic and almost three million international composers, songwriters, arrangers, and music publishers in Finland. For its part it enables the professional making of music in Finland. In addition to the music makers, Teosto’s customers and partners include music users, such as media companies, concert hosts, and online service providers, like Spotify.
Due to the versatile customer base, the customer experience quickly rose to a crucial role in the otherwise technology-oriented renewal project. Alongside with building a modern technology platform came a desire to create an easy-to-use service for music related information management, for music providers and music utilizers as well. To concept the user experience and the service, Siili’s methods in service design and involving users were utilized to the full extent.
“Our aim is that our customer feels that they are important. We are a partner and not an officer, we don’t want to force the customer to adapt to our operations, but instead we adapt to our customers’ needs. The basis for the concept was ‘for the love for music and music makers’”, Kilponen says.
”Involving the customers has been a natural and central part of the development the whole time. We constantly validate with our customers that the solutions we have designed and developed function for all customer segments”, Jani Jalonen, Teosto’s Chief Customer Officer, continues.
Additionally, the regulation applied to Teosto and the renewal project was welcomed as a positive challenge.
“We have wanted to transfer the regulation requirements as digital enablers and improve our competitiveness. We don’t do just the bare minimum, but instead we’ve made the regulation requirements as our competitive edge”, Jalonen says.