Finnpilot Pilotage

Developing customer-centric pilotage

Through this series of trainings, launched first at the Leadership Team level, Shirute provided Finnpilot Pilotage with a better understanding of developing customer experiences. In addition, we delivered concrete tools for communication and operational planning. The pilots responsible for the service were encouraged to consider their customer encounters from their customer’s perspective.

We wanted new perspectives on how to explore our customer experiences. We received valuable information for further development from this project!
Laura Kaustinen
Head of Communications, Finnpilot Pilotage


Finnpilot Pilotage is a special assignment company owned by the Finnish state, responsible for pilotage operations. The aim of pilotage is to promote the smooth running and safety of shipping. Pilots are local advisers to ship masters who provide navigational assistance and guidance to get a ship safely to Finnish territorial waters.

Finnpilot Pilotage wanted to develop their customer experiences as part of its strategy to make its operations more customer-centric. The Leadership Team wanted to learn, through a series of trainings delivered by Shirute, what benefits and added value the organisation could provide to its various customer target groups, by providing even better customer experiences.


The coaching series created for Finnpilot Pilotage consisted of two separate development and training sessions and discussions with the Leadership Team.

The first session with the Leadership Team focused on the foundations of customer experiences – through purpose and values. The discussions revolved around the different customer types and personas involved in operations at different levels and stages of the service chain.

The second training dove into a more detailed level of personas with pilots working in the customer interface, senior pilots and staff working in other roles involved in customer service. The hands-on exercises addressed real customer situations and descriptions.

As a result of the training, the management gained better skills to develop customer experiences, starting from value drivers. Concrete customer descriptions and the personas created in the training sessions, in turn, serve as a tool for communication, planning and customer understanding for the staff in creating a customer-centric culture. The participants of the training became more involved and learned to think more about their customers after stopping to think about pilotage and customer service situations from the perspective of their customers.


  • An overall view of the customer’s perspective in customer encounters
  • Tools for creating a customer-centric culture
  • Identifying customer personas at different stages and levels of the service chain
  • Describing customer personas with concrete examples
  • Evaluation of customer encounters and situations
  • Basics of customer experience measurement