Case Veikkaus: Managing customer experiences is no lottery

Finland’s national lottery company

Starting point

Embracing digitality has not only created new gaming potential and new revenues, but has also brought new challenges for managing Veikkaus’ customer relationships and experiences across channels. Better insight for creating stronger emotional bonds was needed, because Veikkaus’ customer base began fragmenting into smaller segments and different people took care of different channels and created different customer experiences.

Objective of cooperation 

To be able to manage and design aligned multichannel customer experiences, Veikkaus continued its long-lasting cooperation with Vectia. The objective was to create a unified and rewarding customer experience that is not dependent on the channel. To understand the customer experience better, Vectia mapped out situations that influence customers’ experiences. In the next phase, the relevant situations were thoroughly investigated, with the most crucial ones assigned for further development. In the final stage, the desired customer experience in different channels was described and designed.

Results and business impacts

In order to ensure ability to create strong commitment among customers, Vectia defined a strategy for managing multichannel customer experiences. Veikkaus’ Director of Customer Relations and Offerings Ari Aarnihuhta describes the results: “As a result of the project, the customer aspect is more pronounced; everyone believes that a positive customer experience will have a significant effect on our result.” Mr. Aarnihuhta further appraises Vectia. “Vectia is not overly dogmatic. They see the big picture, but are able to adapt it to ensure Veikkaus’ advancement.”