At DNA, one of Finland’s leading telecommunications companies, user experience is more than just a metric - it’s a daily priority. Marjo-Riitta Mistonen, who leads the development of digital concepts at DNA, is specifically responsible for the support pages that serve thousands of end users. For her team, knowing whether users can find the information they need, when they need it, is critical.
That’s why they turned to Askem.
“We needed to know in more detail if our users get the information they need and when they need it,” Marjo-Riita explains. “That’s why we chose Askem.”
Askem gives DNA real-time insight into how users are experiencing their digital services. With open feedback collected directly from users, the team can quickly see what’s working and what needs attention.
“It’s been really useful for us,” she says. “Now we know what we need to improve, and we can easily see the specific things that we need to change.”
But for DNA, Askem isn’t just a feedback tool. It’s become a strategic asset in their development process.
“If someone in my shoes would ask me about Askem, I would tell them that Askem is a tool. A total package.” Marjo-Riita says. “You can actually improve your web pages and you also get recommendations on what to do.”
With daily usage embedded into their workflow, the team at DNA is constantly iterating on their digital support pages. The open feedback loop helps them stay close to user needs and aligned with their expectations.
“The open feedback is amazing. You can see if the users are satisfied or not,” she adds. “You get direct feedback on where to improve, and then we use that for development purposes in the long run.”
By integrating Askem into their everyday operations, DNA is not just tracking user satisfaction - they’re actively driving it.
“We are using Askem really every day to improve the customer experience.”
Want to hear it straight from the source?
Watch the full interview with Marjo-Riita Mistonen below and learn how DNA is using Askem to create smarter, user-focused support experiences.
