Case StudyStream Team: Communicating Research - Effective Communication of Customer Insights at Finnair
Finnair, a leading airline, faced challenges in ensuring that customer insights gathered through research were effectively communicated to and utilized by stakeholders across the organization. Despite conducting thorough research, the findings often did not have the desired impact due to communication gaps and difficulties in translating insights into actionable recommendations. This led to missed opportunities for improving customer experience and strategic decision-making.
The Solution
Finnair implemented a comprehensive strategy to enhance the communication of research findings. The key components of their approach included:
- Stakeholder Involvement: Finnair actively involved stakeholders from various departments early in the research process. This ensured that their needs and concerns were addressed, and that they felt invested in the outcomes of the research.
- Clear and Concise Reporting: The research team focused on producing clear and concise reports that highlighted key findings and actionable recommendations. Visual aids such as infographics, charts, and diagrams were used to make complex data easily understandable.
- Storytelling Techniques: To make the insights more engaging and relatable, the team employed storytelling techniques. This involved framing the data within compelling narratives that illustrated the real-world impact on customers.
- Tailored Presentations: Research findings were presented in tailored formats for different stakeholder groups. By customizing the content to address specific interests and concerns, the team ensured that the insights were relevant and actionable.
- Interactive Workshops: Finnair conducted interactive workshops and sessions where stakeholders could engage with the research findings directly. These sessions included discussions, Q&A segments, and collaborative exercises to help stakeholders understand the implications of the insights.
- Regular Updates and Follow-Ups: The research team provided regular updates and follow-ups on the implementation of recommendations. This continuous communication helped maintain momentum and ensured that the insights were integrated into decision-making processes.
Outcomes achieved
The enhanced communication strategy led to several significant outcomes for Finnair:
- Improved Decision-Making: Clear and concise reporting, combined with compelling storytelling, enabled stakeholders to quickly grasp the key insights and make informed decisions. This led to better alignment between research findings and business strategies.
- Higher Engagement: Tailored presentations and interactive workshops increased stakeholder engagement with the research. Stakeholders were more likely to act on the findings when they felt involved and understood the relevance of the insights.
- Actionable Insights: By focusing on actionable recommendations, the research team ensured that the insights were directly applicable to strategic initiatives and product development. This helped translate research into tangible improvements in customer experience.
- Continuous Improvement: Regular updates and follow-ups kept the insights top-of-mind and allowed the team to track the impact of their recommendations. This iterative approach fostered a culture of continuous improvement within the organization.
- Stronger Collaboration: The involvement of stakeholders from various departments fostered stronger cross-functional collaboration. This collaborative approach ensured that diverse perspectives were considered in the decision-making process.
