UPM Metsä
Bringing the forests closer to the new generation of forest owners
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Industry
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These days, many forest owners live in cities – and are likely to be less informed and interested of their property than previous generations.
UPM Metsä (My Forest) seeks to reach this particular audience - and bring the forest closer to them, wherever they happen to be. Moreover, it offers information on the value of the property and how to best take care of it.
How it works
The application offers an overview of the user's forest and its value in a heartbeat. All the user needs to do is to enter the ID number of their property and the built-in analysis tool handles the rest. The app offers open-data based information on the distribution of wood species as well as their age, and an estimate of the monetary value of the forest.
The app also features an easy-to-read forest owners guide - and a channel to communicate directly with UPM's personnel in real time.
Understanding the wide range of forest owners
The planning began with a series of workshops, whose aim was to research the everyday lives of urban forest owners. User profiles and customer paths soon began to reveal reasons as to why so many in our target group remained passive.
This helped us understand how to convert these people into potential customers. The findings were turned into features based on the value they would provide to the users, and how much they would help them to make actual decisions on how to proceed.
Customer engagement, reimagined
By integrating the app with an all-around solution for digital customer messaging and analytics, UPM's possibilities in the field of customer engagement arose to new heights.
Not only does UPM gain valuable insight by chatting with the forest owners within the app, the solution also allows us to easily create meticulously targeted message campaigns and aqcuire in-depth statistics of the users.
Results
The application played a major part in UPM's reputation as a digital customer experience forerunner in the field. In Digimenestyjät 2017, a survey conducted by Magenta Advisory, UPM was selected as the most forward-thinking company in B2B category.
In time of writing, the application is used by over 10000 forest owners. The average session in the app lasts 4 minutes, which speaks of the fact that the audience truly spend time with the service.
Tapani JuutiDevelopment ManagerUPM"The project has been a great example of a big B2B enterprise embracing a startup-esque development. The usability of the service is top-notch and our target audience feels that the result is very approachable. By using open data in a whole new way, the have helped the average forest owner to take interest in their property and its value.
