Meri Jormanainen

Do you want to turn customer insights into real business impact? That’s what I love doing.

To me, customer experience goes beyond metrics and processes. It’s a mindset of listening, learning, and adapting as customer needs evolve. Over the past six years at Telia, I’ve had the privilege of working to make that mindset a reality.

I’ve helped design and roll out VoC programs, mapped customer journeys, and built frameworks that turn feedback into action. One of the highlights was leading the operationalization of Telia’s VoC program in Telia Finland B2B and contributing to the Telia Group CX Playbook, a unified approach to CX strategy, governance, KPIs, and continuous improvement.

I’m proud of what we have achieved: better customer loyalty, measurable improvements and Telia Finland being recognized as the #1 mobile operator for business customers in Finland (EPSI 2024 and 2025). Along the way, I’ve driven Medallia adoption, coached leaders and teams and made sure insights don’t just sit in dashboards, but lead to change.

My strength? Bridging strategy and execution. I love working with leaders and teams to embed CX into everyday operations. My background as a competitive synchronized skating team coach has shaped how I work: set clear goals, inspire, never give up and always aim for top performance.

That’s the same energy I bring to every project and team I work with to ensure success and alignment. Now, I’m excited to join a new team and help shape a more customer-centric future where value grows for both customers and the business.

If you share the belief that acting on customer needs changes everything, let’s connect.

CX & Customer Insight Manager | VoC Programs | Service Design | Customer Success | Customer Journeys | Data-Driven Customer Experience | Medallia Adoption | Change Management

Senior Business Development Manager, B2B Customer Insights, Telia, 2024 - present

• Manage development portfolio of B2B customer surveys from planning and design to implementation and continuous improvement.
• Deliver actionable insights through Medallia, Power BI and Qlik Sense dashboards, enabling leadership and frontline teams to act on feedback effectively.
• Coordinate CX communications, ensuring insights and recommendations are clearly conveyed to stakeholders. 
• Lead the B2B CX steering group, including production of monthly CX reporting, trend analyses and coordination of priorities and follow-up on key initiatives.

Development Manager, B2B, Telia, 2019 - 2024

• Created unified CX playbook in cross-border VoC project team. This included defining the governance model for managing CX at strategic, tactical, and operational levels and establishing CX KPIs and processes to ensure that frontline and development teams continuously and transparently act on feedback.
• Led nationwide rollout of CX playbook and operating models across Finnish B2B segment. 
• Defined business requirements for Salesforce–Medallia integration, validated outcomes through UAT and delivered training and documentation. 
• Facilitated cross-functional continuous improvement initiatives using customer feedback insights to identify and resolve pain points.
• Designed and delivered customer experience training programs to build CX capabilities across the organization.

  Certified

  Coach, applying coaching principles to enable change, improve customer experience and strengthen stakeholder collaboration.

Development Manager, B2B Sales, TeliaSonera 2014 - 2028

• Responsible for B2B sales CRM system support and enhancements, including requirements gathering, solution validation and coordination with technical teams.
• Organized and delivered training and produced documentation for new B2B sales service models, strengthening adoption and user proficiency.

Earlier Roles (1999-2014)

• Team leadership, CRM development, process improvement, quality audits and B2B account management

Master of Science in Economics, Marketing

Hanken School of Economics, Helsinki