Krifa is a Danish labour union that differs somewhat from the traditional unions. First and foremost, it is industry-agnostic (which is not as unique today as it was 30 years ago), but secondly it tries to differentiate by being a proactive partner in the worklife, as opposed to the more insurance-based function it has historically had.

To deliver on this ambition, Krifa has designed its product as a subscription-based service, where the premium subscription offers open access to consultant-like services, centered around themes like work/life-balance, professional development and well-being etc.

Premium subscription sales has been identified as a top priority, so I was tasked with mapping out the customer journey of existing premium customers in collaboration with a business developer.


At this point in time, the main source of premium subscription sales are personal sales from customer-oriented personnel. Therefore, the first step we took in uncovering the journey map of a premium customer, was to interview consultants and customer service assistants to understand the dynamics of an actual sale, and to uncover how they detected a sales opportunity in speaking directly with existing non-premium customers or prospects.

The tangible output of the research.

Next, we interviewed a select group of actual premium customers to learn about the sale from their point of view, and not least to gain an understanding of the actual experience of being a premium customer. Without going into specific details about the actual findings (for confidentiality reasons), it became quite clear that some of the ideas that were generally accepted as truths about premium customers, did not hold up in real life. An example: statistically the customer lifetime of a premium customer is several years longer than that of a non-premium customer. From the numbers alone, this had been interpreted as a testament to the quality of the premium product, ie. more and better services resulted in more loyal customers. However, in speaking with actual premium customers, it became clear that it was rather a reverse logic: it is loyalty that causes people to upgrade to premium rather than the actual products.

The palpable output of this research project is a one-pager that lays out the customer journey, before, during, and after purchase. It is built up around conclusions drawn from cross-referencing interviews with customers and customer-oriented personnel at Krifa, and supplemented with actual quotes from the interview process.

The findings of the project were presented to the management group and has thus far resulted in the instigation of a project revisiting the product and service portfolio of the premium subscription.