Scania, steering CX and Business Strategy with TheyDo

    Scania truck

    Insights from Scania’s Success Story at the 2024 Forrester CX Summit EMEA

    At the 2024 Forrester CX Summit EMEA, Peter Björk, Chief Product Manager at Scania, shared how the company is driving measurable results through journey management. Titled “Scania: Steering CX and Business Strategy with Journeys,” the session showcased how Scania leverages journeys as a strategic framework to navigate complexity, align teams, and deliver a customer-first approach across its operations.

    The audience engaged enthusiastically, with a dynamic Q&A session exploring Scania’s use of TheyDo and the practicalities of implementing journey management at scale. Lou Bendz, a Journey Lead for Customer Experience Design at Scania, added valuable insights during the discussion, emphasizing the importance of assigning journey owners.

    About Peter Björk

    Peter Björk is an experienced digital leader with over 20 years in digital strategy and transformation. Having worked with firms like Accenture and Razorfish, Peter has been a staunch advocate for customer-centric approaches since creating his first customer journey in 2012. As Chief Product Manager for Digital Services at Scania, Peter focuses on embedding customer-centricity into every aspect of Scania’s strategy using tools like TheyDo.

    Scania’s Evolution: From Manufacturer to Experience Leader

    Scania has evolved from a premium truck manufacturer into a company that prioritizes the customer journey at every touchpoint. “We’re not just selling trucks anymore; we’re selling the whole journey,” Peter explained. Scania’s customer ecosystem includes fleet managers, drivers, and service technicians, each with unique needs and expectations.

    To address this complexity, Scania developed its CX North Star vision in 2019. Based on over 100 hours of customer research across six key markets, this vision provides a clear framework for aligning Scania’s efforts with customer needs and aspirations. It also serves as a foundation for fostering collaboration across departments and driving strategic decision-making.

    Key Ingredients for Scania’s CX Success

    Peter outlined three critical elements that have driven Scania’s ability to steer CX and achieve measurable results:

    • Single Source of Truth: Scania’s use of TheyDo has created a unified platform for journey management, enabling teams to collaborate effectively and prioritize opportunities based on validated customer insights. This single source of truth ensures alignment across departments.

    • Customer-Centric Execution: By aligning with its CX North Star vision, Scania is able to execute a strategy that keeps the customer at the center of all decision-making. This focus has enabled the company to address customer pain points proactively and improve both digital and face-to-face interactions.

    • Accurate Development Planning: Journey management allows Scania to accurately estimate and prioritize development efforts, ensuring resources are allocated to initiatives that have the greatest impact on customer experience and business outcomes.

    Driving Impact Through Journey Mapping

    A key example of Scania’s success lies in its approach to driver management journeys. By mapping the recruitment, management, and retention phases for fleet managers and drivers, Scania has identified specific pain points and actionable opportunities.

    For fleet managers, the focus is on recruiting skilled drivers and optimizing operations, while drivers prioritize vehicle performance, training, and career growth. These insights have led to meaningful improvements, such as aligning app workflows with real-world processes and enhancing onboarding experiences for new drivers.

    Scania’s journey mapping efforts have yielded significant results: 53 journeys mapped, 141 opportunities prioritized, and 32 initiatives completed. These achievements underscore the effectiveness of using TheyDo as a strategic tool for journey management.

    Takeaways for CX Leaders

    Peter’s session highlighted practical lessons for organizations looking to scale their CX efforts:

    • Build a single source of truth to align teams and prioritize opportunities effectively.

    • Center your CX strategy on customer insights to ensure every initiative delivers value.

    • Use tools like TheyDo to streamline journey management and connect insights with measurable actions.

    The interactive Q&A session reflected the audience’s enthusiasm, with many attendees exploring how to implement journey ownership and integrate journey management tools into their own organizations. Lou Bendz shared firsthand insights into how journey ownership has been a game-changer for Scania.

    The Future of CX at Scania

    Scania’s journey management approach is helping the company not only address current challenges but also prepare for the future of transportation. From electric and autonomous trucks to digital services, Scania’s CX strategy positions it as an industry leader in innovation and customer satisfaction.

    As Peter Björk concluded, “Journeys are not just a tool—they’re the foundation for how we steer both CX and business strategy at Scania.” For attendees, this session offered a compelling example of how journey management can deliver lasting value for both customers and organizations.