Asiakaspuolelta

Asiakaspuolelta is a Finnish term used to describe analyzing, designing, and evaluating products, services, and processes from the customer’s point of view. It emphasizes understanding what customers experience, need, and value, rather than focusing solely on internal capabilities, costs, or technical features.

In practice, asiakaspuolelta appears in service design, customer experience management, marketing, and public administration. It involves methods such as mapping the customer journey, creating personas, collecting and interpreting feedback, and conducting usability tests. The aim is to identify pain points, moments of truth, and opportunities to increase satisfaction, simplicity, and perceived value.

The concept is closely linked to customer orientation (asiakaslähtöisyys) and user experience (UX) work. It often requires cross-functional collaboration to ensure that insights about the customer lead to concrete changes in processes, interfaces, and policies. A key challenge is balancing the customer perspective with business feasibility, operational constraints, and strategic priorities.

Examples of asiakaspuolelta thinking include redesigning a digital service to reduce the number of steps a user must take, reordering information to match how customers seek it, and simplifying forms to minimize effort and errors. In public services, it can guide improvements such as faster processing times, clearer instructions, and better accessibility. Overall, the concept supports creating value by aligning offerings with actual customer needs and experiences.