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HSL – Customer data strategy; Customer understanding for business results


Avaus worked together with HSL to define key business capabilities needed to meet strategic goals of increasing the share of public transportation use in people’s daily lives. The needed organisational and technical capabilities, as well as improved ways of working were prioritised in an actionable roadmap taken seamlessly into implementation within weeks of final delivery of the strategy.


  • Business needs and requirements were not structured and prioritised in a satisfactory manner
  • Doubts existing technology capabilities might not be meeting their future needs


  • Avaus engaged with HSL in a 12-week advisory project bringing business and technology stakeholders together 
  • Rapid current state assessment, after which co-creation of target state
  • Business target state definition: 
    • Improved customer understanding
    • Customer-centric business concepts
  • Technical target state definition: 
    • Validating the existing technology landscape
    • Recommendations for end-to-end technology and architecture
    • Mapping of data needs to business needs for prioritisation of development


  • A key success criteria for such a project is the execution of the plans: the roadmaps were defined to be actionable and realistic 
  • HSL continued with the planned streams, consisting of 
    • Improvements to way of working and organisation
    • Further concepting of customer-centric services
    • Technical development of new and existing data capabilities

Project details

Duration: 12 weeks

Team size: 3 people

Team roles: Strategy consultant, business and technology advisor, technology domain experts

Project: Business strategy and technology advisory

Technology stack: Technology vendor agnostic



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