Ep.12 - Insurance Companies Should Build Community - Jenni Reijonen

In this episode of The Experience Edge, Jenni Reijonen shares how LocalTapiola, one of Finland’s largest insurance companies, is reshaping customer experience. She reveals how they built a thriving customer community of over 1,000 members without any incentives, how they’re using design thinking to transform CX, and why customer experience is more than just customer service. Jenni also opens up about the challenges of shifting from system-centric to customer-first development, the power of persistence, and the small wins that keep the team motivated.

Guest Bio 

Jenni Reijonen is not your typical customer experience leader—she’s an Experience Evangelist, dedicated to transforming CX into a strategic business advantage. With a deep background in design thinking and customer-centric innovation, she has played a pivotal role in reshaping how organizations understand and engage with their customers.

One of her standout achievements was building LocalTapiola’s customer community from the ground up, growing it into a thriving ecosystem of over 1,000 members—an impressive feat for an insurance company. For Jenni, customer experience isn’t just about improving journeys; it’s about fundamentally changing how companies connect with their audiences.

Today, she leads customer experience renewal and design tools at LocalTapiola, driving innovation and deeper customer engagement.

Chapters:

00:00 Introduction to Jenni Reijonen and Her CX Expertise  

02:12 Why Build a Customer Community?  

04:02 The Challenges of Scaling a CX-Driven Community  

06:45 How Culture Supports Customer-Centric Transformation  

08:42 Making the Business Case for CX  

11:35 Early Indicators That CX Transformation Works  

14:19 The House Framework for CX Renewal  

17:52 Mapping Processes to Customer Journeys  

20:46 The Evolving Governance Model for CX  

22:41 Measuring CX & Connecting to Business Metrics  

26:44 The Role of Cross-Functional Teams in CX  

31:53 What Happens After Transformation?  

35:58 Overcoming Resistance to Change in CX  

39:46 Communicating & Scaling CX Initiatives  

47:36 Celebrating Small Wins in CX  

51:09 Jenni’s Best, Worst & First Customer Journeys  

54:47 Closing Remarks & How to Connect with Jenni

Follow Jenni - https://www.linkedin.com/in/reijosenjenni/

Follow Jochem -⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/