Case Study: Fortum achieves measurable CRM value and clearer business driver insights with Qentinel Value Paths

Fortum - Customer Case Study

Fortum, a major energy company, was implementing a new CRM and needed a clearer way to understand the business value of the investment. Qentinel provided its Quality Intelligence service with the Value Creation Model™ and Value Paths to help Fortum assess how the CRM would support growth, customer experience, and operational effectiveness, including abstract business drivers measured in euros.

Using Qentinel’s Business Case Management framework, Fortum interviewed key stakeholders and defined metrics to quantify benefits such as reduced manual work, customer experience, customer retention, sales steering, and lead management. The visualized Value Paths helped the organization understand cause-and-effect relationships across processes and supported change management, giving Fortum a more comprehensive view of how the Salesforce CRM investment would deliver value.

Fortum

Riitta Vaissalo

Head of Business IT, Customer Function