“CJM was an important step towards understanding the customers’ emotional journey”

Sergel Kredittjänster was one of the very first companies to test PostNord Stralfors’ Customer Journey Mapping model. It resulted in, among other things, improved knowledge of customers and increased traffic to the company’s digital channels.

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Peter Storåkers, CEO at Sergel Kredittjänster.

Sergel is the Nordic region’s third biggest operator in the field of credit management services. They cover the whole journey from credit checks to invoicing and debt collection. Customers include several banks, municipalities and the major telecoms companies such as Telia, ComHem and Tele2. In total the company handles almost one million debt collection demands and 800,000 calls to customer service every year.

The high volume of end customers means that even small improvements can have a major impact on results. When Sergel was offered the opportunity to try out PostNord Stralfors’ new Customer Journey Mapping service, they decided to find out what might improve the customer experience in connection with the sending of a debt collection notice. 

“We want to strengthen our market position as a personal, considerate supplier. Which means resolving cases without complications,” says Peter Storåkers, CEO at Sergel. 

Customer loyalty is a major challenge in the telecoms industry, as it is easy to compare costs and switch to a competing company. It is important that Sergel does not reduce the customer loyalty of end customers, but rather increases it. Good contact can be decisive if they are to remain. This makes it important that Sergel’s customer service employees are always fast to respond and solution-oriented. 

Customer Journey Mapping resulted in increased traffic on the website 

Over the course of four workshops with PostNord Stralfors, all interfaces with end customers were mapped, from the credit check to the first reminder being sent and finally a settled invoice. Both customer service and product management took part in the process, and together they managed to identify the areas where there were opportunities for improvement.

As a consequence of the customer mapping process, Sergel decided to change its website. It was previously divided between B2B and B2C, now the focus is entirely on the end customer. The whole organisation is encouraging more customers to head for the website so that they can resolve their cases the digital way.

“It’s not unusual for the questions to be simple ones that you shouldn’t need to call customer service about.” 

They can already see an increase in the number of questions coming in via the chat function and customers logging in to My Pages. 

Clear information results in fewer calls to customer service

One of the most common problems that arise is that many people who receive a debt collection demand do not understand why they have got it or which product or service the purchase relates to. This is when the consumer calls customer service and claims that there has been a mistake. 

“But in practice the debt collection demand is almost always correct,” says Peter Storåkers. 

Once the consumer has accepted the demand, in most cases the invoice is paid without any delay – as long as the consumer is able to pay – otherwise Sergel can offer help in the form of a payment plan. 

“Customer mapping was an important step in understanding the end customer’s emotional journey,” explains Peter Storåkers.

There are twelve practical suggested measures on the To Do list for the future, and Peter Storåkers is satisfied with the outcome of the customer mapping process. 

“We’ve built a partnership and close collaboration in which Stralfors can support us on our digital journey.”