In this episode of The Experience Edge, Jenni Reijonen shares how LocalTapiola, one of Finland’s largest insurance companies, is reshaping customer experience. She reveals how they built a thriving customer community of over 1,000 members without any incentives, how they’re using design thinking to transform CX, and why customer experience is more than just customer service. Jenni also opens up about the challenges of shifting from system-centric to customer-first development, the power of persistence, and the small wins that keep the team motivated.
Guest Bio
Jenni Reijonen is not your typical customer experience leader—she’s an Experience Evangelist, dedicated to transforming CX into a strategic business advantage. With a deep background in design thinking and customer-centric innovation, she has played a pivotal role in reshaping how organizations understand and engage with their customers.
One of her standout achievements was building LocalTapiola’s customer community from the ground up, growing it into a thriving ecosystem of over 1,000 members—an impressive feat for an insurance company. For Jenni, customer experience isn’t just about improving journeys; it’s about fundamentally changing how companies connect with their audiences.
Today, she leads customer experience renewal and design tools at LocalTapiola, driving innovation and deeper customer engagement.
Chapters:
00:00 Introduction to Jenni Reijonen and Her CX Expertise
02:12 Why Build a Customer Community?
04:02 The Challenges of Scaling a CX-Driven Community
06:45 How Culture Supports Customer-Centric Transformation
08:42 Making the Business Case for CX
11:35 Early Indicators That CX Transformation Works
14:19 The House Framework for CX Renewal
17:52 Mapping Processes to Customer Journeys
20:46 The Evolving Governance Model for CX
22:41 Measuring CX & Connecting to Business Metrics
26:44 The Role of Cross-Functional Teams in CX
31:53 What Happens After Transformation?
35:58 Overcoming Resistance to Change in CX
39:46 Communicating & Scaling CX Initiatives
47:36 Celebrating Small Wins in CX
51:09 Jenni’s Best, Worst & First Customer Journeys
54:47 Closing Remarks & How to Connect with Jenni
Follow Jenni - https://www.linkedin.com/in/reijosenjenni/
Follow Jochem -https://www.linkedin.com/in/jochemvanderveer/
