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by Nuutti Matintupa on January 2, 2018

How to Improve Customer Experience with Innoduel

Customer experience has truly become everybody’s business. In this post, we’ll share a real-life case, in which a consultant used Innoduel to get an entire company working together on the common goal of improving customer experience.

Setting the scene

Now let’s pretend that you’re the CEO of a company looking to improve your customer experience.

The consultant you have hired to assist with the CX project has uncovered that your employees have a very different view of the customers’ biggest pain points than you do.

Of course, you’re looking to invest in the concrete actions that will drive the biggest impact for your business. But how do you know whether you’re making the right decision?

Step 1: start an arena

Simply start a new Innoduel arena and type the question.


Next, name the arena...


… and copy the link to everyone you want to invite, using email, intranet, WhatsApp, Slack, or any other means of communication.


Step 2: collect answers

When people click on the link, they will end up on the homepage of the arena.


So far, there is no data in the arena, and all the participants are invited to answer the question.


When the first few people have given answers to the question, the way Innoduel works changes automatically.


Step 3: vote between the answers

Instead of being asked to provide their own answers, the new participants start seeing previously posted answers in random pairs. The only thing they have to do is to choose the better answer between the two options.



After they’ve been voting for a while, these participants will be asked to add new answers.

These answers will start competing immediately, while the algorithm makes sure that they have the same exact chance of winning as the old ones.

The interesting part is that because the new participants have spent a while voting between the answers, they are primed to come up with great ones.


Step 4: make the best out of the results

Depending on the number of people you have invited, you might want to invite them to participate again to make sure that you get enough data, and that everyone gets a chance to vote.

This number here will tell you how many people have already participated in the arena.


Now, let’s check the results. Innoduel provides a prioritized list of top answers to your question, as voted by the participants. The ranking is based on the win rates of each individual answer.


This answer here is the best way to improve customer experience according to the participants.


Here’s some advice for using those results:

  1. People love using Innoduel, but even more than that, they love seeing progress – your task is to communicate the results, and the easiest way to do that is by sharing the results of the arena
  2. Next, choose threes items from the list and turn them into SMART actions – specific, measurable, agreed, and time-bound. As your team has participated in the development project from the beginning, they are prone to commit to these actions.
  3. Finally, follow up on those actions and communicate clearly when they are done. When people see that their input made a difference, they feel more engaged and are more eager to participate next time.

Interested in trying Innoduel?

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Nuutti Matintupa

As the CEO of Innoduel, Nuutti's goal is to get things done. He measures the success of the company by how happy InnoDuel’s customers are. In InnoDuel, he is excited about creating something new both in terms of the product as well as a modern and scalable leadership culture. Your surest bet to get his attention is to challenge him on any board game or sports. Talk about a competition-drive!