How to measure the benefit of an investment?

Fortum was implementing a new CRM and understood that Qentinel’s Value Creation Model and Value Paths could give them a broader understanding of their CRM investment. These could provide an answer to Fortum’s core questions: how an investment supports growth, customer experience, and effectiveness.

Fortum needed a visual tool to break down the business ecosystem and measure abstract business drivers, like customer experience, in euros.

Value Creation Model helps in measuring

After interviewing over 15 key people from Fortum, Qentinel provided them with the Value Creation Model with key Value Paths. By using the model, Fortum is able to calculate and measure not only reduction of manual work in different work phases but also more abstract elements, like customer experience, customer retention, and sales steering.

For Fortum the Business Case Management service provided a framework, which helps them to see comprehensively how different development projects affect each other through a series of causes and effects. Visual representation of the Value Paths help everyone in the organization, including operations, to see how broadly their work influences other parts of the organisation.


Fortum‘s vision is to be the forerunner in clean energy. They provide their customers with electricity, heat and cooling as well as other energy solutions. Already 64% of its electricity generation is CO2 free. Fortum’s main markets are the Nordic and the Baltic countries, Russia, Poland and India. Fortum employs some 8,000 energy sector professionals, and its sales were EUR 3.5 billion. Fortum’s share is listed on Nasdaq Helsinki.