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DNA focuses on digitalization and increases sales

15 September 2017

DNA, one of the leading telecommunications operators in Finland, has been focusing strongly on the development of digital business. It is now easier to conduct transactions in DNA’s online services, and customers can buy everything they need in a single online store. Online sales have grown by almost 20 per cent in a year and customer satisfaction has increased.

DNA launched its digital business transformation journey in 2014. The company’s vision and mission are to have the most satisfied customers. The telecommunications operator started to develop easy-to-use and customer-friendly digital services. The aim was to combine the digital channels with DNA’s stores and customer service.

“Great customer experience, enabled by digitalization, gives a clear competitive edge to DNA, which provides services to both consumers and businesses. The increase in sales and customer satisfaction result directly from their uncompromising approach to customer-focused development,” says Jaakko Hallavo, Principal Consultant at Tieto.

To improve customer experience, DNA wanted to provide its customers with a straightforward online service for buying all devices and services DNA offered, as well as for their management. The solution DNA selected for its digital business was SAP Hybris, on which they built their online services targeted at both consumer and business customers.

“The platform must be flexible. The development project was launched by a core team, in which Tieto’s specialists were closely involved from the very beginning. The members of the core team have a wide range of expertise and business competence. We also master SAP Hybris,” says Hallavo. “In the development work, we started off with a flexible development model, and it didn’t take more than a few months until we were able to open the first version of the new online store.”

The development project is steered by DNA’s Online business unit. “To bring about a digital change that truly serves the business requires not only flexible technology but also a customer-driven development model and an agile corporate culture across organizational boundaries. The best results won’t be achieved by doing things always in the same way. Our cooperation has been open, creative and business-driven,” Jaakko Hallavo says.

“This has been our common growth story, during which we have guided each other and kept learning new things. You have to react fast in the digital economy, and that is not possible with conventional management models. Our journey with DNA has been really rewarding,” Hallavo concludes.

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