Produal
Crystallising the customer experience to accelerate growth
Customer experience | Strategy | Customer insight
May 2026
Produal is a Finnish company whose measurement and control solutions bring intelligence to building automation. A new phase of growth calls for strong customer-centricity and a clear vision for building the customer experience. Produal partnered with After to clarify the direction and define the actions needed to support growth.
International growth in building automation technology
Founded in 1987, Produal designs, manufactures and sells solutions that improve the energy efficiency, indoor air quality, comfort and investment profitability of buildings. The company operates in eight European countries and its products are sold in more than one hundred markets.
In its strategy, Produal has identified customer-centricity as one of the critical success factors for accelerating growth. The objective of the collaboration between Produal and After was to clarify the customer experience vision, develop a view of the customer journey and service blueprint to support growth, and identify the most important development actions for achieving the desired experience.
“The outcome of the collaboration is a clear, shared view of the direction and approach for developing our customer experience. We also deepened our understanding of our customers’ needs and gained the tools for customer-centric growth.”
Antti Kortelahti
CIO, Produal
A shared ambition for customer experience, and the tools to achieve it
The collaboration kick-off at high speed at Produal’s annual sales kick-off, where After gathered the sales organisation’s perspectives on the customer journey and mapped Produal’s strengths and areas for development. This was followed by a customer insight phase, in which we interviewed Produal’s customers across different segments and markets, identifying needs and pain points at each stage of the customer journey.
We crystallised a customer experience vision grounded in business objectives, strategy, internal perspectives and customer insight. This ambition now serves as Produal’s shared guiding principle for customer-centric development and experience creation for both existing and new customers. To bring the vision to life, we defined three key drivers that articulate what the desired customer experience means in concrete terms.
To implement the crystallised customer experience vision, a customer journey and service blueprint were mapped to define the development actions required before, during and at the end of a customer relationship. In joint workshops, together with the Produal team, we identified dozens of development actions across the journey From these Produal prioritised the most critical for implementation.
Business impact
1
A clear customer experience ambition aligned with strategy and business growth objectives, and shared across the organisation.
2
A deepened understanding of customers’ needs, pain points and motivations: why partner with Produal. A customer journey and service blueprint to support ongoing development.
3
Identified development actions for realising the customer experience vision and accelerating growth through customer-centricity.
Interested? Get in touch and let's accelerate your growth through customer-centricity and
customer experience.
Mariann Karimaa
Founder, After Advisory
mariann.karimaa@afteradvisory.fi
+358 40 450 3343
