Creation of a unified service brand and identity helps the Helsinki Music Centre to get the fame it deserves
The Service Experience Laboratory LAB8 by Haaga-Helia helped in creating a coherent service brand for the Helsinki Music Centre operators.
Challenge: To define the Helsinki Music Centre values and identity jointly with the in-house operators and carry out service design projects to make the values visible for the visitors.
The Helsinki Music Centre, located at the heart of the city centre by the Kansalaistori square, quickly became a landmark in the city. The building opened in 2011 and it serves multiple orchestras, including ones from the Sibelius Academy, Helsinki Philharmonic Orchestra, and Finnish Radio Symphony Orchestra. The building allows people freely to flow through it and its amenities include cafes, restaurants, and special music shops.
The experts of LAB8 led a project with an aim to form a coherent identity for the Music Centre as a whole, and bring it alive throughout the customer journey within all the operators.
The process begun with interviews to form a picture of all the stakeholders impacting the customer experience, and further understanding the Music Centre future goals and development plans. Besides being interviewed, the representatives of the service providers were invited to workshops, where the identity was defined and steps ideated. When the visitors of the Music Centre will be asked to describe their experience in few years to come, the answers should reflect the goals the Music Centre set for themselves. The emphasis was put on the goal to be seen as a highly professional, customer-centric venue, which offers unforgettable wow-experiences.
The three service design projects resulted in three outcomes: customer management system for the event organisers, accessible customer journey through the variety of services, and a customer loyalty program, which offer benefits for the active visitors along with the other regular customers of the Music Centre.
Additionally, small measures were innovated throughout the process, which have supported in creating the renewed customer experience successfully. The measures include e.g. training for representatives of partner companies, creation of a joint taskforce for organising big seminars between different Helsinki based event venues, and additional products and services to enrich the Helsinki Music Centre offering.
Result: Helsinki Music Centre's diverse service providers have now a clear identity. The ideas are becoming a reality through three service design projects and utilising an endless stream innovation.