How Hansel streamlined feedback, eliminated guesswork, and simplified data-driven development
For organizations managing large digital services, understanding customers often means pulling together data from multiple systems: surveys, analytics, emails, and support channels. At Hansel, this used to mean time-consuming manual work and, at times, educated guesswork.
Today, Askem has changed that completely.
We spoke with Satu Ahola and Piia Laajala about how Askem has simplified their daily work and improved customer insight.
From scattered data to clear insight
“I honestly don’t think I’d want to imagine life without Askem anymore,” says Satu Ahola, Marketing Manager at Hansel.
Before implementing Askem, customer data and feedback were spread across several channels.
“We had information coming from many different sources. We had to combine it manually and, in some cases, even guess what the customer really thought.”
Bringing everything together required significant effort and still didn’t always provide a clear, reliable picture.
With Askem, that fragmented process has been replaced by one centralized, structured system that makes customer understanding faster and more accurate.
Easy to implement, easy to expand
For Piia Laajala, Lead Product Owner of the Hansel.fi online service, the decision to choose Askem was straightforward.
“We chose Askem because it was very straightforward and easy to implement. The pricing is clear, and it can easily be expanded for different needs.”
The implementation process was smooth, and collaboration has continued in the same way.
“The cooperation has been seamless and effortless. We’ve had regular meetings, and if there has been any issue, we’ve received help immediately.”
Small improvements, big impact
One of the most important lessons Hansel has learned through Askem is how valuable small improvements can be.
“When we focus on large entities and new functionalities, user feedback can reveal that even small things can have a big impact. Like placing a single link in a more visible location.”
Instead of relying solely on internal assumptions, Hansel now develops its digital services based on concrete user insight, allowing them to prioritize changes that truly matter.
A tool for everyone
Satu sees Askem as broadly applicable across organizations.
“In my opinion, Askem is suitable for absolutely everyone. It’s very easy to deploy, and you can get valuable feedback effortlessly and lightly. I definitely recommend trying it.”
For Hansel, Askem has replaced fragmented data collection and guesswork with clarity, simplicity, and actionable insight. Making customer-driven development part of everyday work.
