Hi Maria Wilhelmsdotter! You’re a CX Global Insight & Research Manager at Polestar. Can you introduce us to the Customer Insights and Analytics team at Polestar and your role within it?
– Sure! The Customer Insights and Analytics (CI&A) team has been around for four years, and I’ve been part of it for three. Initially while we also were building processes, tools and capabilities, our focus was mostly on individual metrics and data points, we lacked the broader perspective. One part of my role has been to introduce a more qualitative view and to help us understand the full context of our data, moving from isolated insights to a holistic understanding of our customer’s experiences.
How did the focus of your team evolve under your guidance?
– When I joined, I noticed we were very much zoomed into specific details without seeing the bigger picture. We wanted to establish a customer journey perspective and started mapping journeys like test drive or handover, but it was still a bit fragmented. There was a mismatch between our assumptions of what customers were doing and their actual behaviors. Recognizing this helped us first understand ourselves better and then customers behavior, which was crucial for improving our customer insights.
What changes did you implement to improve the process of turning insights into actions?
– A key change was ensuring relevant stakeholders were collaborating to enable action on insights immediately. We learned that having direct access to decision-makers during our insight discussions allowed us to move quickly from understanding to action. This approach was refined in what we later called the Journey Management (JM) role focusing on overseeing the process from insight to implementation.
How has the approach to customer understanding and interaction within the team shifted over time?
– Initially, we were too focused on internal issues and not enough on truly understanding the customer. For example, being curious about reasons behind customers wanting to book test drive, when we were still struggling to facilitate that very process was challenging. We’ve since then moved closer to our customers by understanding the difference between our own fail-points and customers pain-points.
Can you talk about the tools and partnerships that have been instrumental in your team’s journey?
– TheyDo and our partnership with Ambition has been really important. TheyDo provided us with a tool for aligning our insights and managing our customer journeys. Ambition has been invaluable in raising our competence through methods, knowledge, and contextualizing our work. Both have supported our transformation journey, although adapting their use to fit our unique context at Polestar has of course been a learning process.
Looking back, what advice would you give to other organizations aiming to improve their customer insights and analytics?
– I would advise starting small and scaling gradually. It’s crucial to adapt your approach based on learning and evolving needs. For us, the journey involved learning from each step and adjusting our strategies accordingly. Understanding the importance of context, ensuring the right stakeholders are engaged, and being patient with the process are key lessons we’ve learned along the way.
Thank you, Maria! And thanks for a great collaboration!
