About the author

 Jaakko is an award-winning CX professional and entrepreneur. He is Managing Director and co-founder at Feedbackly and community professional at the biggest entrepreneurial digital community in Finland- Yrittäjä.io. Jaakko is also the founder of CXForum.io, one of the biggest Customer Experience communities in the world and a head coach at CX Academy. He is a notorious keynote speaker from entrepreneurial stories to day to day human communications and customer experiences. He is passionate about creating the best CX for his clients and to the clients of his clients.

The ultimate guide to customer experience

Companies that put the customer at the heart of their business are more profitable than their competitors. Everything a company does contributes to how customers perceive it, and therefore to the overall customer experience, including the messaging you use, the products you sell, the sales process, and what happens after the sale, plus other internal factors like the interworking of the company, its leadership, and the engineering of the product or service.

It costs more to get new customers than it does to keep the ones you have. So, it's important to make your customers happy and turn them into repeat customers who will recommend your product or services to their friends and family. If you have unhappy customers, they might share their negative experiences with others. Essentially, you need to make your customers fall in love with your business. You need them to be so happy that they’ll buy into your brand, share it with others, and not turn to a competitor.

This book on Creating the Happiest Customers in the World follows the complete lifecycle from awareness to loyalty, allowing you to match communication strategies with customer expectations at each stage of the journey. You will know the entire process of mapping the customer's journey, their touchpoints, and yours to identify gaps in communication. This book provides templates and framework to map the customer journey and how to create the happiest customers who remain loyal to your brand.

In the competitive business climate of today, it has become very difficult to satisfy our customers. Well, you’ve got to be better than most and give your customers service they'll never forget. Author Jaakko Männistö, a customer journey professional, has spent years studying great enterprises and the evangelists they produce. In "The Journey - How to create the happiest customers in the world?" a customer journey mapping ebook, Jaakko Männistö demonstrates how to come up with customer experience strategy, as well as customer feedback strategy. These lead both employees and customers to go from a position of uncertainty to absolute amazement.

The Happiest Customers book, which is also a customer experience management ebook, dives into the customer experience world, debunking myths about the industry such as the emphasis on delighting and dazzling customers over making things easy for them. This book is a must-read for anyone from marketing, sales, and customer experience teams to the executive suite who are interested in what makes clients tick. What’s more, the customer journey ebook displays teams with sequential guides of how to put an idea into action with a handful of tools and templates for reducing the elbow grease, lowering costs, and delivering effective customer experience for customers.

Jaakko Männistö claims that most of what we believe about customer service is superficial – think marketing strategies that talk a lot about the great experience a brand provides but don’t make good on those promises.

We like this one because Jaakko Männistö challenges readers to rethink the conventional customer experience and serves as a positive conversation piece that gets the ball rolling. As a customer journey professional, Jaakko Männistö does not just dive into journey mapping, cross-channel alignment, or a customer satisfaction survey, he also focuses on getting firms to view customer experience as a company-wide effort, and not the exclusive domain of the salesperson or the call center rep.

Published Research

Reshaping the contexts of online customer engagement behavior via artificial intelligence: A conceptual framework

Rodrigo Perez-Vega , Valtteri Kaartemo , Cristiana R. Lages , Niloofar Borghei Razavi , Jaakko Männistö

As new applications of artificial intelligence continue to emerge, there is an increasing interest to explore how this type of technology can improve automated service interactions between the firm and its customers. This paper aims to develop a conceptual framework that details how firms and customers can enhance the outcomes of firm-solicited and firm-unsolicited online customer engagement behaviors through the use of information processing systems enabled by artificial intelligence. By building on the metaphor of artificial intelligence systems as organisms and taking a Stimulus-Organism-Response theory perspective, this paper identifies different types of firm-solicited and firm-unsolicited online customer engagement behaviors that act as stimuli for artificial intelligence organisms to process customer-related information resulting in both artificial intelligence and human responses which, in turn, shape the contexts of future online customer engagement behaviors.

Working papers

How emotions affect purchase behavior in the business environment – A conceptual framework from the field of customer experience

Jaakko Männistö, 2013-2015

* Department of Marketing, University of Turku, Universidade de Sao Paulo, Ribeirao Preto, Faculdade de Economia, Administração e Contabilidade. The working paper developed as part of the course at Universidade de Sao Paulo, Ribeirao Preto Sociology of Consumption, Updated within Strategic Marketing MA11, Master of Economic Studies 2013-2015.

Work on a Turku School of Economics, the University of Turku on how emotions affect business bottom line and profitability. Read more on the abstract and working papers.

In 2013 this was the first working paper introducing The concept of the Emotional Value Index (EVI®) in its early days. Since then the concept has been updated multiple times and added with real-life data that was not available at that time. Also, Concept has been developed by other researchers, specialists, business leaders, and multiple Feedbackly customers over the years.

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EVI® - Emotional Value Index

The Emotional Value Index (EVI®) is a comparable business Key Performance Indicator (KPI) for Customer Experience (CX) that measures if you are evoking the emotions that support your company's sustainable and long-term growth, strategy, and profitability. EVI® measures both tactical level as well as Strategical level as it considers the emotions of the customer.

EVI® works through a standardized framework with its own question and answer options that are based on a thorough research framework.

The EVI® framework and methodology are based on research dating from 2012 to 2021 and are based on thousands of data points and a vast base of academic research. The first public release of EVI® dates back to 2013 and 2015 when the first working paper on EVI® was released as part of the master’s studies of one of the authors. Since then, the first results of EVI® were published in 2016 and the first commercialization of EVI® started. EVI® was incorporated as part of a survey tool for the first time in 2018 with Feedbackly. Since that date, thousands of customers have given Emotional Experience data to the pool.