Case Anttila

Originally Anttila was interested in solving two separate problems. First was the realisation of the lack of a system to handle the feedback from mail order business and webstore. Other was their decision to commit on customer service and developing it. Together they caused the launch for the search of new ways to excel.

Nemein was a natural companion when search for proper solutions started. Previously Nemein had provided Anttila with Antenni, their intranet. Pitkänen tells "When we heard, that Nemein was already using a system, which in many ways suited our purposes, we started negotiations about its fast tailoring for us.". Reason for why getting it done fast was important, was the company decision to enter in a quality competition. One key factor in that competition was the ability to answer and react on customer contacts fast and effectively. As a result judges could say that "Anttila has developed comprehensive means to listen their customers and truly customerbased model for action."

System was expected to be plain and simple for the user. Also because one can and should learn from customer feedback, being open was important value in planning. In AAPO practically all information related to customer feedback can easily be viewed. Another useful feature is that whole history of a customer feedback can be traced with one look at your computers' screen. This is vitally important feature in a company where more than 40000 feedbacks are handled every year.

Because feedback doesn't disappear from the system and responcible person for each feedback can be named, Anttilas' internal use of time has improved. "Previously right people for answering questions were found either by phone or by e-mail. It was timeconsuming and company lacked the critical information about what was going on on the field. AAPO has given more time to do right things and organisational transparency has improved." Things go smoother than before and all collected data can be collaged and later utilized.

"Solution was success" summarizes Pitkänen. That comment is the best any company could hope for. Of course we could add that in 2004 Anttila won the quality competition arranged by Excellence Finland. In Anttila people did right things at right time.

Also Nemein is happy to see their clients excel.