Digital Leaders in Norway 2019
This study evaluates 78 leading Norwegian companies’ digital maturity across six dimensions: digital marketing, digital product experience, e-commerce, e-CRM, mobile and social media. It also includes a separate evaluation of 11 public organizations. www.bearingpoint.no digitalleaders.bearingpoint.com/norway Table of contents
Editorial 3 Norwegian companies need Objectives and study sample 4 Research summary 6 to improve to keep up with Key findings 8 their European peers. We Digital Leaders at a glance 10 encourage them to take Dimensions of digitalization Digital marketing 14 a strategic approach to Digital product experience 16 digitalization, focus on the E-commerce 18 E-CRM 20 customer journeys and start Mobile 22 Social media 24 turning data into value.
Industries Summary 28 Telecom 30 Retail 31 Food retail 32 Passenger transportation 33 Media 34 Insurance 35 TV & broadband 36 Bank 37 Energy 38 Consumer products (food) 39
Public sector Digital Leaders in Norway 2019 Purpose and selection criteria for the public sector 42 Summary of findings 44 Key findings 46
Dimensions of digitalization Digital presence 50 Digital experience 52 e-CRM 54 Mobile availability 56 Social media 58
Digital Leaders in Europe Summary 62 Top 10 European companies 64 European Digital Leaders by 66 digital dimension
Summary What Norwegian companies could learn 72 from global forerunners
Appendices All rankings 78 BearingPoint on digitalization 84 Authors 85 Editorial
Digital leaders are customer-centric, focused on providing excellent customer journeys. They manage to turn data into value, and they have a digital leadership that ensures the right priorities, capabilities and momentum.
The launch of the third Digital Leaders improvement initiatives or the fact that to happen now. As many companies are Study in Norway comes at a critical companies may have well-founded strategic struggling to meet these expectations, time, as many companies are struggling reasons for not prioritizing certain areas. potential entrants can disrupt their market with how to deal with digitalization, and through rapid delivery of digital solutions, especially how to turn digital solutions However, based on our experience of advanced algorithms and full access to into real value for their customers and working with hundreds of organizations information. stakeholders. during their digital transformation, poor performances in the examined dimensions So, how do the public organizations The purpose of the report is to recognize often indicate a need for a more structured perform? Comparing the criteria that are and establish an understanding digital approach. Too often, we find identical for both the main study and the of Norwegian companies’ digital that companies initiate separate and public section, it is notable that the public maturity. The report considers each independent digital initiatives without organizations with services that are subject company’s digital presence and areas for aligning these to an overall digital vision, to competition perform significantly better development, as well as appraising their strategy and roadmap. than organizations with non-competitive strengths as a means of recognition for services. It is also worth noting that private other companies to follow. The report highlights that only a few companies outperform public organizations companies perform well across more in customer service. Users of private and The main study evaluates 78 of the than one or two dimensions. This is worth public services are essentially the same, most influential Norwegian companies noting, as normally, most of the dimensions and there is no reason why they would have from 10 industries, based on more than are important in a company’s ability to different expectations and needs related to 250 objective criteria and across six offer good experiences throughout the who the service provider is. dimensions: digital marketing, digital whole customer journey. Our findings may product experience, e-commerce, e-CRM, indicate that the companies lack an overall Norwegian companies perform slightly mobile and social media. digital strategy and approach to how they better than in last year’s study, but there is can create synergies between different still significant room for improvement. To This year, we have also included initiatives. It may also be a symptom be able to improve and keep up with their a separate section with 11 public of organizational challenges and poor European peers, they need to take a strategic organizations. Due to the inherent execution. approach to digitalization, focus on the differences between the private and public customer journeys and succeed in turning sector, the main study and public section The report does not examine how data into value. are evaluated based on different criteria. companies use customer data for internal The two sections also have different scales purposes and decision making. However, Trygve Wiese-Haugland to avoid unfair comparison. Three of the the results indicate that most companies do Head of Digital & Strategy public organizations fit naturally within not use data to offer consistency, real-time BearingPoint Norway selected industries in the main study and fulfilment or personalized treatment across are included in both sections. channels and dimensions. Customers expect service providers to have automated access All the evaluations have been made from to all the data they have provided and not an outside-in perspective and as close to ask the same questions over and over to a customer point of view as possible. again. They expect to be able to move This is an important clarification, as the seamlessly between platforms, regardless results do not consider any ongoing of time and place. And they expect it
3 Objectives and study sample
The Digital Leaders in Norway 2019 study assesses the digital competitiveness and success of prominent Norwegian companies.
The aim of the Digital Leaders in Norway To further develop the research Companies selected study is to gain an understanding of methodologies for the digital marketing Norwegian companies’ digital maturity dimension, we decided to partner with for the study across different industries, as well as to OIKIO Digital Performance Agency. The review the opportunities and challenges key idea was to derive more accurate Aftenposten, Altibox, Amedia, Apotek that arise from digitalization. results of the companies’ search engine 1, Bank Norwegian, BliVakker.no, marketing capabilities from a larger Boots Apotek, Canal Digital, Circle K, This study covers 78 prominent amount of data by standardising and Coop Mega, Dagbladet, Danske Bank, Norwegian companies in 10 industries. automating the process of collecting DNB, Eidsiva Marked, Eika Forsikring, Our objectives were to find answers to the and analysing the data. OIKIO created Eika Gruppen, Elkjøp Norge, FINN. following four questions: a tailored solution that covered both no, Fjellsport.no, Fjordkraft, Flytoget, organic and paid search results by Formuesforvaltning AS, Fortum, • How successful, in terms of combining commercially available tools G-Sport, Get, Gjensidige Forsikring, digitalization, are Norwegian with in-house developed cutting edge Gudbrandsdalen Energi, Hafslund companies compared with technology and insightful analysis. Strøm, Handelsbanken, Hurtigruten, competitors and international best ice.no, IF, Kavli, Kid, Kitch'n, Komplett. practice? no, Komplettapotek.no, Kolonial. no, LOS, Lyse Energi, MENY, MTG, Which industries are embracing The following selection criteria • NorgesEnergi, Nordea Bank, Nortura, digital transformation and how have been used to identify the companies to include in the Norwegian Air Shuttle, NRK, NSB, NTE, do they respond to the growing study: OneCall, Orkla Foods, Polaris, POWER, demand for digital customer • Significant turnover REMA 1000, RiksTV, Ruter, Santander, services? • Decision-making mainly in SAS, Sbanken, SpareBank 1, SR-Bank, • How do Norwegian companies Norway SpareBank 1 Forsikring, SpareBank perform in the various digital • No more than four brands in the 1 SMN, SpareBank 1 Østlandet, dimensions? same industry per company Storebrand Forsikring, Synnøve Finden, • What are the main areas for • Up-and-coming, pure-play Telenor, Telia, Tibber, TINE Gruppen, improvement for the selected digital companies Tribe, Tryg, TV2 Gruppen, VG, Viasat, companies and industries? Vinmonopolet, Vitusapotek, Widerøes Note: some companies have been Flyveselskap, XXL. We have evaluated the companies’ digital chosen even though they do not fulfil all these criteria, if they have maturity, looking at how well they can been deemed interesting to include serve their customers through digital in the study. channels in Norway. No interviews or In total, 78 companies within 10 direct contact have been made with the industries have been analyzed. companies included in the study, and all evaluations have been done from an outside-in perspective.
4 Assessment of digital maturity
The companies selected are assessed based on their ability to serve their customers through digital channels in relation to international best practices. An evaluation is done based on 252 objective criteria, defined for six different dimensions of digitalization. Each dimension is given a certain percentage weighting factor based on its importance. The dimensions are graded from 0 to 5 – with 0 indicating a failure with regard to digitalization, and 5 for outstanding compared with the highest international standards.
Measuring digital success in all its dimensions
Digital marketing (20%) Digital product experience (20%) E-commerce (20%)
The assessment is based on a company’s Evaluates the company websites’ Evaluates the company’s ability to sell ability to reach potential customers and functionality, design and content, via digital channels, especially from to lead them to the company websites especially from the aspects of product the aspects of product presentation, with the help of display advertising, search and brand experience. purchasing process and sales support. engine marketing and the use of own media.
Categories: Categories: Categories: • Display advertising • Functionality and design • Product presentation • Search engine marketing • Content and company information • Purchasing process • Affiliate marketing • Product and store information • Sales support • Own media
E-CRM (15%) Mobile (15%) Social media (10%)
Evaluates the company’s ability to Evaluates the company’s ability to utilize Evaluates the company’s activity level maintain and expand its customer mobile channels to support its business and consistency on relevant social media relationships in digital channels including and customers, especially with the help of channels and own websites. customer service, cross-selling, customer mobile sites and applications. engagement and personalization.
Categories: Categories: Categories: • Customer service • Mobile websites • Facebook • Direct marketing and loyalty • Mobile applications • Twitter • Personalization and involvement • Instagram • YouTube • Other social media Grading scale
0 1 2 3 4 5 Failed Poor Sufficient Satisfactory Very good Outstanding
An objective evaluation of companies’ digital maturity is done based on the criteria defined. However, when necessary, particular criteria are tailored to different industries – for example, adjusted criteria are used for B2B companies to evaluate the e-commerce dimension. Those criteria that are not applicable to certain industries or companies are disregarded in evaluations, so that they do not affect the overall evaluation of those companies. The data was collected from June to September 2018.
5 Research summary
Norwegian companies vary in their degree of digital maturity. Many companies have improved from last year’s study, but there is still significant room for improvement compared with their European peers.
The 2019 Digital Leaders Study (DLS) regarding design and functionality, and year’s study across all dimensions. MENY’s examines the digital maturity of Norwegian many companies seem to meet these new online purchase application makes it one companies in their interaction with expectations with their websites. There is, of the front-runners in the food-retail industry. customers on digital channels. The results however, room for improvement for most indicate that more companies have seized companies regarding content and features. An interesting observation is that retail the opportunities created by digitalization, Moreover, the average in the mobile takes the lead role in the mobile dimension, but to a varying degree. The key takeaway dimension is close to satisfactory, implying despite the fact that only 4 out of 14 retail from the 2019 DLS is that even though that companies seem to be embracing the companies offer a mobile application. The several companies perform well within one central role smartphones have in many key driver behind this great performance or more of the evaluated dimensions, no people’s lives. An identified trend is the is the use of lightweight, mobile-optimized company is rated highly in all of them. In growth in use of mobile-optimized websites, websites and platforms, as opposed to mobile other words, there is room for improvement a key driver for the performance in this applications. for everyone. dimension.
Norwegian companies should explore the In previous years, the study has been Digital marketing stands out as the opportunities that digitalization offers limited to the Nordic countries. This year, dimension with the greatest potential to get a more personalized and involved the scope has expanded to cover eight for improvement, as the average grade is relationship with their customers. Valuable European countries, including: Germany, below sufficient. Many companies seem to and relevant customer data, combined with Ireland, Italy, Portugal and the UK. struggle with display advertisements and do fast-developing technologies like artificial Norwegian companies are ranked fifth in not excel at search engine optimization. intelligence and big data, provide great the 2019 DLS, outperformed by Finland, opportunities for companies to customize Sweden, the UK and Germany. Telecom stands out as the best industry the customer experience and anticipate this year, and it is the only industry with an consumer preference. This requires a well- With a scale ranging from failed to overall ranking above satisfactory. In fact, defined digital strategy that supports the outstanding, Norwegian companies score the two best companies in the study are overall business goals. between the sufficient and satisfactory both telecom firms. This strong industry grades. Fewer than 10 companies achieve performance extends to Europe, as four Norwegian companies would benefit from an average grade above satisfactory. of the top-10 companies are within the taking advantage of the possibilities that Telenor is ranked as the overall Digital telecom sector. social media creates, as it lowers the barrier Leader, followed by Telia and FINN.no. for communication between consumers Telenor is the top company in the two • Telecom is the best industry in digital and companies. To utilize the potential dimensions digital marketing and mobile. marketing. of improved customer service, interactive Some distinct traits that make Telenor • Food retail is the best industry in content and crowdsourcing through social stand out are frequent advertising on digital product experience and media, it is essential that these elements are popular Norwegian websites and a mobile mobile. integrated in an omni-channel strategy. application that allows users to chat directly Retail is the best industry in with customer service. • e-commerce and e-CRM. Overall, Norwegian companies show a high level of digital maturity in many areas, but Media is the best industry in social The dimensions in which Norwegian • there is still a need for investments to keep up media. companies achieve the highest scores are with the fast-changing ecosystem, European digital product experience and mobile. peers and the ever-increasing customer The food retail industry is ranked third in Norwegian customers are demanding expectations. the 2019 DLS, with improvements from last
6 Top five companies
2019 2018
1. Telenor 3.6 3.3 2. Telia 3.4 3.3 3. FINN.no 3.2 3.3 4. Komplett.no 3.2 2.9 5. MENY 3.1 3.0
The industry ranking
3.1 2.7 2.6 2.6 2.6 2.5 2.5 2.5 2.3 1,9
Retail Bank Telecom Media Energy Food retail Insurance TV & broadband
Passenger transportation Consumer products (food)
7 Key findings
The percentages indicate the share of the evaluated companies that are utilizing the listed categories as part of their digital customer interface.
Digital marketing
Cross-linking 46% Pay per click 46% Display ads in main media 36% Retargeted advertising 26% Affiliate marketing 7%
Digital product experience
Detailed product/services data 97% Product comparisons 42% Promotion campaigns on the website 34% Product reviews 22% Content sharing via social media 20% Integration with social media 9%
E-commerce
Product availability 93% Click and collect 78% Chat service as sales support 53% Fast-delivery option 45% Cross-selling 40%
Only one in five companies offers product reviews.
8 Three in five companies offer real-time chat.
E-CRM
Online customer profiles 91% FAQs 80% Real-time chat service 63% Customers are able to give feedback online 54% Customer loyalty programs 42% Call-back services 9%
Mobile
Mobile-optimized sites 99% Mobile commerce 95% iOS applications 76% Android application 76% iPad application 44%
Social media
Facebook 97% YouTube 94% Instagram 86% Twitter 82% LinkedIn 54% Snapchat 9% Pinterest 8%
Less than 10 percent of the companies use Norway’s second-largest social media format, Snapchat.
9 Digital Leaders at a glance
Digital marketing Digital product experience E-commerce
Norwegian companies receive a grade Norwegian companies show a high Norwegian companies show a large below sufficient in digital marketing. level of digital maturity within digital variety of digital maturity within They should focus on search engine product experience. However, customer e-commerce. In an increasingly digital marketing and retargeted advertising to expectations are increasing, and and globalized world, Norwegian create awareness and attract prospective continuous efforts are needed to keep up companies should increase their abilities customers. with their expectations. to sell through digital channels to stay competitive.
The leading Norwegian company in The leading Norwegian company in The leading Norwegian company in digital marketing is: digital product experience is: e-commerce is:
Telenor (4.0) Komplett.no (4.3) Vinmonopolet (3.9)
Having a broad digital presence and As in the previous DLS, digital product Online retailing is growing at the expense a clear digital marketing strategy is experience is the dimension where of traditional commerce. Compared with important to reach potential customers Norwegian companies show the highest the last DLS, the number of companies and build a strong brand image. The level of digital maturity. In general, offering different e-commerce services, results show that most Norwegian Norwegian companies offer user-friendly such as click and collect, fast delivery or companies are not taking advantage of and structured websites that are well simply having their products available the opportunities made possible with designed. Komplett.no wins in digital online, has increased substantially. search engine optimization and pay per product experience in the 2019 DLS, Vinmonopolet is the winner in click. The variance in this dimension is with high scores in the functionality e-commerce for the second year in a large: 22 companies score below 1.0, and design, and the product and store row, and it performs particularly well in while Telenor ranks second-best in Europe. information categories. However, all the purchasing process, where numerous This ranking is partly due to its high companies could use more engaging features have been added. It also has performance in search engine marketing content on their websites and take a well-functioning sales support system and display advertising. Telecom advantage of the opportunities that new helping customers through multiple continues to be the best-performing technology such as virtual reality and customer service channels. Retail is the industry. augmented reality creates to visualize best-performing industry, improving items. The overall best-scoring industry substantially since last year. is food retail, improving its score from second-bottom in the previous DLS.
10 E-CRM Mobile Social media
On average, Norwegian companies Mobile has arguably become one of the Norwegian companies score between a receive a grade below satisfactory in most important digital channels, and sufficient and a satisfactory a grade in e-CRM. E-mail-marketing campaigns and Norwegian companies receive a grade social media. They could benefit from live chats are widely used, but these are close to satisfactory in this dimension. exploring different types of social media not considered sufficient to create strong to gain visibility and engage in dialogue customer relationships. with customers and users.
The leading Norwegian company in The leading Norwegian company in The leading Norwegian company in e-CRM is: mobile is: social media is:
Fjellsport.no (3.5) Telenor (4.0) DNB (3.8).
Although Norwegian companies Smartphones have become the Almost all Norwegian companies are serve their customers through digital predominant device for communication, present on one or more social media channels, they could further advance and it is essential to be present on mobile platform. Social media is widely used for their overall digital customer relationship platforms to attract and retain customers. both marketing and customer service management (e-CRM). In addition to Telenor is the leading company in this purposes, but companies could still offering digital services, companies would dimension, scoring well in both mobile expand their social media impact by benefit from a clear perspective as to websites and mobile applications. The providing a greater selection of engaging why and how they offer them. Fjellsport. highest-scoring industry is food retail, content and encouraging customer no is the best-performing Norwegian improving from last year. involvement. The best-performing company, doing well in customer service company in social media is DNB, which and direct marketing and loyalty. The has an active presence on all major best-performing industry is retail, with four social media platforms. Media is the companies on the top-10 list. best-scoring industry in the social media dimension this year, represented in three of the top-four spots.
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Dimensions of digitalization
This study assesses Norwegian companies’ digital maturity across six dimensions: digital marketing, digital product experience, e-commerce, e-CRM, mobile and social media. The results show that the digital maturity of Norwegian companies varies widely across these six dimensions, and significant improvements can be made across all dimensions. Digital marketing
Norwegian companies score below the sufficient grade in digital marketing. They should focus on search engine marketing and retargeted advertising to create awareness and attract prospective customers.
On average, Norwegian companies score digital marketing, scoring an outstanding The assessment is based on 1.6 within digital marketing, which is grade in both display advertising and own a company’s ability to reach considered to be below sufficient. The media. The top-three companies in digital potential customers and to overall score indicates that Norwegian marketing (Telenor, Telia and Komplett. lead them to the company companies are struggling to realize the no) have improved significantly in this websites with the help of display potential of digital marketing, and that dimension from the last DLS. The energy advertising, search engine many firms would benefit from improving and consumer products (food) companies marketing and the use of own their digital marketing strategies. both receive a poor grade or lower. media.
In the age of information overload, it is Best-in-class companies within this Categories important to make it as easy as possible dimension use display advertising on • Display advertising for customers to find the products and popular Norwegian websites and pay per Search engine marketing services they are looking for. However, the click in search engines. They also have • study reveals that one-third of Norwegian high traffic on their websites and use • Affiliate marketing firms do not even show up on the first microsites. Furthermore, telecom and • Own media page on Google when searching for passenger transport score best when keywords relevant to their business, and it comes to retargeting. Facing fierce just 25 percent of companies use pay per online competition, these industries have 1 click . developed deliberate strategies on how to use retargeting to remind customers to On average, there is a slight overall complete their purchases. Finally, an area improvement across industries in digital where most companies could improve is marketing. Nevertheless, 4 of the 10 search engine marketing. industries have performed worse than last year. The DLS reveals that retargeting2 is getting more popular in general for Norwegian companies – increasing from 22 percent to 26 percent in the 2019 DLS. Another noticeable trend is a decline in the use of microsites3 from 61 percent to 46 percent. The two industries that have improved the most within this dimension are telecom and bank.
Telecom stands out as the best- performing industry in digital marketing in the 2019 DLS. After facing the threat of being commoditized in the early 2000s, it has developed digital capabilities that outperform other industries. Telenor is best-in-class and second-best in Europe in
14 1) Pay-per-click lets advertisers pay for placement in search engines’ sponsored links. 2) Retargeting allows online advertisers to target consumers based on their previous interactions with their website. 3) A microsite is a small auxiliary website designed to function as a supplement to a primary website.
Top 10 companies - Best practices - Digital marketing Digital marketing
2019 2018 Telenor
1. Telenor 4.0 2.6 The best-practice company in digital marketing is 2. Telia 3.2 2.2 Telenor (4.0). 3. Komplett.no 3.0 2.0 The best-performing company in digital marketing is Telenor. 4. SAS 3.0 3.3 It receives a very good grade in digital marketing and ranks as 5. Fjordkraft 2.9 3.2 second-best in Europe. It performs particularly well in display 6. Tryg 2.7 1.6 advertising, search engine marketing and use of own media. 7. Bank Norwegian 2.7 0.8 8. Canal Digital 2.7 1.7 9. SpareBank 1 Forsikring 2.7 1.6 10. ice.no 2.6 1.3 -
Leading industries - Digital marketing
2019 scores inside pink bar compared to the prior year score (2018) outside the bar.
1. Telecom 3.0 2.0
2. Retail 1.8 1.6
3. Insurance 1.7 1.6 4. Passenger transportation 1.7 1.8 5. Bank 1.6 1.1
6. TV & broadband 1.5 1.3 7. Media 1.4 1.4 8. Food retail 1.4 1.5 9. Energy 1.1 1.5
10. Consumer products (food) 0.8 1.2
Average 1.6 1.5
15 Digital product experience
Norwegian companies show a high level of digital maturity in digital product experience. However, customer expectations are increasing, and continuous efforts are needed to keep up with these.
Digital product experience remains the perform well in these areas is Elkjøp. Evaluates the company websites’ dimension where Norwegian companies It offers customers video content on functionality, design and content, have the highest level of digital maturity. products, customer reviews and updated especially from the aspects of On average, the Norwegian companies information on the nearest store location product and brand experience. score 3.3, which is above the satisfactory with the product in stock. grade. Among the top 10, all companies Categories achieve a grade close to or above very Last year, telecom was the leading good. Even though every company grades industry within this dimension and food • Functionality and design above sufficient, many still have gaps to fill retail ranked second-last. This year, • Content and company in their pursuit of digital maturity. the top-three industries are almost information inseparable, where food retail marginally • Product and store Customers expect websites to be well comes out on top, being one of two information designed, logically structured and easy industries to have improved since last to navigate. Making a good digital first year. Even though companies in the food impression could be the start of a loyal retail industry has the highest average and profitable relationship, and this score in digital product experience, should not be overlooked. none of the food-retail companies ranks among the top 10 in this dimension. This The best-performing companies in indicates a small variation between the digital product experience stand out by companies, where each of them receives a having both interactive and engaging grade above satisfactory. content, such as product videos, customer reviews, blog content and automatic In summing up the digital product store locators. Norwegian companies experience dimension, appealing designs seem to have recognized this, as more and user-friendly functionality are not firms have product information, customer enough to stand out digitally. Most reviews and product comparisons on their companies would benefit from improving websites in the 2019 DLS. The number of their products and store information. companies offering product comparisons Potential improvements could be product has increased from 26 percent to 42 videos, blogs and customer feedback. percent compared with the last DLS. There Great digital product experiences consider is, however, a decrease of 7 percent in a user-first perspective. Companies promotion campaigns on websites and should closely monitor the development sharing content via social media. in customer expectations as well as new technology to keep engaging their The study shows that more than half of customers. the companies receive a grade below satisfactory regarding digital content and store information. A company that
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Top 10 companies - Best practices - Digital product experience Digital product experience
2019 2018 Komplett.no
1. Komplett.no 4.3 4.0 The best-performing company in digital product experience 2. Telia 4.2 4.1 is Komplett.no (4.3). 3. Elkjøp Norge 4.1 4.1 Komplett.no is best-in-class in digital product experience with a 4. Nordea Bank 4.0 3.7 very good grade. The company has a well-structured and easy- 5. Hurtigruten 3.9 3.9 to-understand website with first-class search and navigation. It 6. POWER 3.8 3.8 provides engaging content and relevant product information for 7. Komplettapotek.no 3.8 3.4 its customers. 8. Gjensidige Forsikring 3.8 3.6 9. Norwegian Air Shuttle 3.8 4.0 10. Telenor 3.8 4.3
Leading industries - Digital product experience
2019 scores inside pink bar compared to the prior year score (2018) outside the bar.
1. Food retail 3.5 3.2
2. Retail 3.5 3.4
3. Telecom 3.5 4.0 4. Passenger transportation 3.4 3.5 5. Bank 3.4 3.6 6. Insurance 3.2 3.4 7. Media 3.2 3.4 8. TV & broadband 3.1 3.3 9. Energy 2.9 3.2
10. Consumer products (food) 2.8 3.1 Average 3.2 3.4
17 E-commerce
Norwegian companies show a large variety of digital maturity in e-commerce. In an increasingly digital and globalized world, companies should increase their abilities to sell through digital channels to stay competitive.
On average, Norwegian companies score creates an attractive and easy-to-use Evaluates the company’s between the sufficient and satisfactory service. Vinmonopolet, POWER and ability to sell via digital grades in e-commerce, marginally below Apotek 1 all demonstrate good practice in channels, especially from the European score. Compared with last this area. the aspects of product year’s study, the number of Norwegian presentation, purchasing companies offering key e-commerce Apotek 1 is one of this year's greatest process and sales support. services has increased, and many firms climbers with a very good grade for its have improved. user-friendly purchasing process and Categories product presentation. Other climbers Online shopping is growing at the expense worth mentioning are Aftenposten, VG, • Product presentation of traditional commerce. A recent study TINE Gruppen and Flytoget, which all • Purchasing process conducted by PostNord4 estimates that score significantly better in this dimension Sales support as much as 63 percent of the Norwegian than last year. • population shop online. However, the competition is fierce, both from local Moving on, it is important that companies and international companies. As large understand the challenges and international e-commerce players enter opportunities that e-commerce creates. several industries, Norwegian companies Strategic assessments leading to a viable need a clear strategy on how to attract e-commerce strategy would be beneficial and retain customers. for Norwegian companies seeking to improve in this area. Compared with last year, the companies that offer click and collect and fast delivery have increased by 50 percent and 100 percent respectively. An increasing number of products are available online as more companies expand their e-commerce business. Live support for sales has increased, and several companies offer chat services to support their customers’ shopping process.
Retail is the best-performing industry in e-commerce, with an average score above the satisfactory grade. Several retailers have appealing product presentations combined with effortless buying processes. The purchasing process is often personalized through product recommendations, and a wide range of delivery options such as click and collect
18 4) http://www.postnord.no/globalassets/norge/rapporter/ehandelsrapport-2018.pdf
Top 10 companies - Best practices - E-commerce E-commerce
2019 2018 Vinmonopolet
1. Vinmonopolet 3.9 3.8 The best-performing company in e-commerce is 2. TINE Gruppen 3.8 2.1 Vinmonopolet (3.9). 3. Apotek 1 3.7 2.7 4. FINN.no 3.6 3.3 Vinmonopolet is once again the leading Norwegian company 5. POWER 3.6 3.1 in e-commerce. It has a very good purchasing process and a well-functioning sales support system, helping customers 6. Fjellsport.no 3.4 N/A through multiple customer service channels. Of all the European 7. MENY 3.4 3.2 companies in this dimension, Vinmonopolet ranks as number 21. 8. Komplettapotek.no 3.3 2.8 9. Kolonial.no 3.3 3.3 10. Telenor 3.3 2.7
Leading industries - E-commerce
2019 scores inside pink bar compared to the prior year score (2018) outside the bar.
1. Retail 3.2 2.5
2. Telecom 2.8 2.8
3. Passenger transportation 2.6 2.1 4. Media 2.6 1.9 5. Insurance 2.5 2.5 6. Energy 2.3 1.9 7. Food retail 2.3 2.0 8. TV & broadband 2.3 2.3 9. Bank 1.9 2.1
10. Consumer products (food) 1.9 1.4
Average 2.4 2.1
19 E-CRM
On average, Norwegian companies score below the satisfactory grade in e-CRM. E-mail-marketing campaigns and live chats are widely used, but these are not considered sufficient to create strong customer relationships.
On average, Norwegian companies score 2.6, which is between a sufficient Evaluates the company’s and a satisfactory grade in e-CRM. In ability to maintain and expand general, customer expectations regarding its customer relationships in availability and support are increasing. digital channels including To achieve a higher degree of digital customer service, cross-selling, maturity, Norwegian companies need customer engagement and to invest more in their digital customer personalization. relationships. Categories It is evident that many companies have • Customer service actively worked with their e-CRM since Direct marketing and last year’s DLS, and there are nine new • loyalty names among the top-10 performers. Several companies have expanded their • Personalization and e-CRM functionalities, such as real-time involvement chat services and online feedback options. Now, 63 percent of companies offer real- time chat, compared with 50 percent in the 2018 DLS, and twice as many firms offer customer feedback forms.
Retail is the best-performing industry in e-CRM, scoring 2.9, which is just below the satisfactory grade. This is an improvement on last year’s DLS, where the industry scored 2.4. The list of top companies in e-CRM is dominated by retail and media firms, where the top three are Fjellsport. no, FINN.no and G-Sport. They all score above the satisfactory grade. These companies demonstrate their ability to offer digital customer service as well as personalized and engaging content.
International front-runners often manage to build communities around their businesses, for instance by crowdsourcing feedback on their products and services. This is one of the areas that Norwegian companies could benefit from improving.
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Top 10 companies - Best practices - E-CRM E-CRM
2019 2018 Fjellsport.no
1. Fjellsport.no 3.5 N/A The best-performing company in e-CRM is Fjellsport.no (3.5). 2. FINN.no 3.5 2.8 3. G-Sport 3.5 2.3 Fjellsport.no is the leading Norwegian company in e-CRM. It has a well-developed customer service system and scores between a 4. Gjensidige Forsikring 3.4 2.7 very good and outstanding grade in direct marketing and loyalty. 5. Viasat 3.3 2.8 Of all the European companies in this dimension, Fjellsport.no 6. MENY 3.3 3.2 ranks as number 35. 7. RiksTV 3.3 2.6 8. Komplett.no 3.2 2.8 9. Fortum 3.2 N/A 10. POWER 3.2 2.6
Leading industries - E-CRM
2019 scores inside pink bar compared to the prior year score (2018) outside the bar.
1. Retail 2.9 2.4 2. Telecom 2.9 3.1 3. TV & broadband 2.8 2.3 4. Energy 2.7 2.4 5. Food retail 2.5 2.4 6. Media 2.5 2.1 7. Bank 2.5 2.4 8. Insurance 2.4 2.4 9. Passenger transportation 2.4 2.4
10. Consumer products (food) 1.8 1.6
Average 2.5 2.3
21 Mobile
Mobile has arguably become one of the most important digital channels, and Norwegian companies score close to the satisfactory grade in this dimension.
On average, Norwegian companies score website category. However, the score is close to a satisfactory (2.8) grade in the noticeable lower in the mobile application Evaluates the company’s mobile dimension. The European average category, at only 2.5. This year, 77 ability to utilize mobile score is 2.9, with German and Italian percent of the companies offer a mobile channels to support its companies leading the way. application. FINN.no takes top place for business and customers, the best mobile application, and Fjellsport. especially with the help of mobile sites and applications. There are several changes in the top-10 no. has the best mobile-optimized ranking in this dimension compared with website. Retail is the best-in-class industry last year. Five of the top-10 companies are regarding mobile-optimized websites, Categories newcomers from the food retail, media offering easy navigation and quality • Mobile websites and banking industries. information on products and shopping Mobile applications options. Only 4 out of 14 companies • Food retail is the best-performing industry in the retail industry offer a mobile in the mobile dimension, with a score of application. Overall, companies not 3.5, closely followed by telecom, with 3.4. offering mobile applications score roughly The food-retail industry has improved 15 percent better in mobile-optimized noticeably on last year’s fourth place and websites than those with an application. has done so by offering well-developed and user-centric mobile applications and There is no clear answer as to whether a functional mobile-optimized websites. company should use mobile-optimized Online shopping on mobile devices is websites or mobile applications, as it starting to accelerate. An example of this depends on the objective. Apps offer from the food-retail industry is MENY, many opportunities for features and which recently started offering online functionality, while a mobile-optimized shopping via its mobile application. website has a lower customer buy-in. Mobile-optimized websites could be well Telenor is best-in-class in the mobile suited for reaching a broad audience, dimension, with a very good (4.0) grade in while native apps are often better suited both the mobile website and application for engaging loyal customers. In the end, categories. DNB climbs more than 20 what really matters is to have a clear positions to 10th place in the mobile strategy depending on the purpose of dimension this year. This improvement your mobile initiative. can be attributed to refinements to its mobile application.
An interesting trend seems to be that most companies’ main focus is to have mobile-optimized websites, rather than developing highly functional applications. Norwegian companies score above a satisfactory (3.3) grade in the mobile
22
Top 10 companies - Best practices - Mobile Mobile
2019 2018 Telenor
1. Telenor 4.0 3.8 The best-performing company in mobile is Telenor (4.0). 2. Kolonial.no 3.9 3.9 3. NRK 3.9 3.5 This year’s winner in mobile is Telenor. It receives a very good grade in both mobile website and mobile application. Since 4. SpareBank 1 SMN 3.9 3.6 last year, users have become more satisfied with the mobile 5. MENY 3.8 3.2 application that Telenor provides after it added new features to 6. SpareBank 1 Østlandet 3.8 3.6 it. This has led to customers rating its mobile application higher. 7. SpareBank 1 SR-Bank 3.8 3.6 The mobile website is organized in a logical way, and customer 8. Vinmonopolet 3.8 3.4 support is easily accessed through a chat function. 9. Danske Bank 3.8 3.5 10. DNB 3.8 3.0
Leading industries - Mobile
2019 scores inside pink bar compared to the prior year score (2018) outside the bar.
1. Food retail 3.5 3.2
2. Telecom 3.4 3.3
3. Bank 3.3 3.3
4. Media 3.1 3.4
5. TV & broadband 3.0 2.9 6. Energy 2.9 2.7 7. Insurance 2.7 3.1 8. Passenger transportation 2.7 2.9 9. Retail 2.4 2.5
10. Consumer products (food) 2.0 2.0 Average 2.9 2.9
23 Social media
Norwegian companies score between the sufficient and satisfactory grades in social media. They could benefit from exploring different types of social media to gain visibility and engage in dialogue with customers and users.
On average, Norwegian companies score The best-performing industries in this between a sufficient and satisfactory dimension are media and telecom. TV & Evaluates the company’s (2.5) grade for their social media efforts broadband climbs from ninth to fifth this activity level and consistency and activities. Although some companies year, which is a significant improvement. on relevant social media receive a very good grade, there is some channels and own websites. variation in this dimension. Social media represents a great opportunity to build brand image and Categories All Norwegian companies in the 2019 coexist on platforms where customers • Facebook DLS are present in social media. However, spend time. This opportunity is largely • Twitter none of them are ranked in the European untapped in the Norwegian market. Instagram top-10 list. The top Norwegian company, • DNB, comes 28th in the European • YouTube ranking. • Other social media
In the 2019 DLS, only one in four companies achieves a satisfactory grade. What separates these companies from the rest is their ability to use social media to both interact and engage with their customers. Furthermore, common traits from the best-performing companies are having a broad presence, frequent high- quality posts and customer interaction and dialogue.
Facebook and YouTube are the channels where Norwegian companies get the highest score. DNB, NRK and Dagbladet receive an outstanding grade for their utilization of YouTube. While Snapchat is Norway’s second-most popular social media format5, less than 10 percent of Norwegian companies have an active customer dialogue on this platform. Some exceptions are TINE Gruppen, which stands out by creating filters, and VG, which has its own channel for publishing news.
24 5) https://www.ipsos.com/nb-no/ipsos-some-tracker-q218))
Top 10 companies - Best practices - Social media Social media
2019 2018 DNB
1. DNB 3.8 3.5 The best-performing company in social media is DNB (3.8) 2. NRK 3.8 3.9 3. VG 3.7 3.6 DNB is the leading Norwegian company in social media, scoring close to a very good grade. The company has multiple active 4. TV2 Gruppen 3.6 3.6 accounts on all major social media platforms. DNB demonstrates 5. Telenor 3.5 3.4 outstanding capabilities with its YouTube channel. On Facebook 6. Telia 3.5 3.7 and Instagram, the company posts interesting and engaging 7. REMA 1000 3.5 3.1 quality content, and it encourages stakeholders to participate in 8. Komplett.no 3.5 3.4 two-way communication. 9. Norwegian Air Shuttle 3.4 3.3 10. TINE Gruppen 3.3 3.3
Leading industries - Social media
2019 scores inside pink bar compared to the prior year score (2018) outside the bar.
1. Media 3.1 3.2
2. Telecom 3.0 3.1
3. Passenger transportation 2.9 2.8 4. Food retail 2.8 2.4 5. TV & broadband 2.7 1.8 6. Retail 2.5 2.5 7. Insurance 2.4 2.3 8. Bank 2.4 2.4 9. Consumer products (food) 2.3 2.4
10. Energy 1.8 1.8
11. Average 2.6 2.5
25
Industries
Across all industries, companies need to have a strategic approach to digitalization. This study indicates that some industries clearly seem to invest more in digital services than others. One example is telecom, which is this year’s industry winner. Summary
Telecom displays the highest digital maturity of all industries, followed by retail, food retail and passenger transportation. Both of the top two company spots in this year’s study belong to the telecom industry, represented by Telenor and Telia.
It is evident that some industries are create excellent customer journeys, even There have been some noticeable shifts embracing digitalization more than if, in some cases, this means predicting in the rankings compared with last year’s others. Increased customer demand consumer needs before the consumers study. and tougher competition mean that know themselves. all industries need to have a strategic Retail has made an impressive approach to digitalization – this is no Telecom is the winning industry in advancement from fifth to second place, longer an option. Digital leaders will have the 2019 DLS. It is the best in digital and food retail has moved from seventh to continue investing and experimenting marketing and ranks in the top three in to third this year. The inclusion of new to remain front-runners, and those who every other dimension. The food-retail companies in some industries and raising already trail behind need to increase their industry takes the lead in both the the bar for certain criteria explains part of attention to digital capabilities, otherwise mobile and digital product experience the change in performance and ranking. they run the risk of becoming outdated dimensions, and retail ranks number one However, some companies have clearly and outplayed. for e-CRM and e-commerce. The industry improved their performance. that performs best with regard to social Regardless of industry, consumers will media is media. The worst performing is demand more personalized, flexible and the same as last year, consumer products simple solutions at an increasing pace. (food), as it is the only industry to score Business leaders need to understand below the sufficient grade overall. how to leverage data and technology to
Performance by digital dimension Digital Leader - Telenor
Digital marketing 1.6 1.5 Digital marketing 4.0 2.6
Digital product experience 3.2 3.4 Digital product experience 3.8 4.3
E-commerce 2.4 2.1 E-commerce 3.3 2.7
E-CRM 2.5 2.3 E-CRM 3.0 3.1
Mobile 2.9 2.9 Mobile 4.0 3.8
Social media 2.6 2.5 Social media 3.5 3.4
28 Top five best-performing companies
2019 2018
1. Telenor 3.6 3.3 2. Telia 3.4 3.3 3. FINN.no 3.2 3.3 4. Komplett.no 3.2 2.9 5. MENY 3.1 3.0
Industry ranking
2019 2018
1. Telecom 3.1 3.0 2. Retail 2.7 2.5 3. Food retail 2.6 2.4 4. Passenger transportation 2.6 2.5 5. Media 2.6 2.5 6. Insurance 2.5 2.5 7. TV & broadband 2.5 2.3 8. Bank 2.5 2.5 9. Energy 2.3 2.3 10. Consumer products (food) 1.9 1.9
29 Telecom 3.1
Telecom ranks first in the 2019 DLS, with strong performances in digital product experience, mobile and digital marketing. The industry receives a satisfactory grade overall, although it could benefit from improving its efforts in e-commerce.
Telecom is ranked first in the 2019 DLS, as it has been in previous Telecom: Digital dimensions years. Overall, the industry scores 3.1, which is above the satisfactory grade. This performance is a result of both Telenor and Telia scoring close to a very good grade. Digital marketing 3.0 2.0
Digital product experience 3.5 4.0 Overall, the companies in this industry have improved their scores since last year, showing an increased tendency toward digital E-commerce 2.8 2.8 maturity. However, there are some dimensions where the telecom E-CRM 2.9 3.1 companies seem to struggle, as their scores in both e-CRM and Mobile 3.4 3.3 digital product experience have dropped since last year. Social media 3.0 3.1 Digital marketing is the dimension where this industry stands out. Both Telenor and Telia achieve excellent scores, way above the average. In fact, Telenor is ranked second in Europe. The reason for its strong performance in this area is due to continued investments in display advertising, search engine marketing and the use of own media. Telecom: Digital Leaders
Despite the overall industry grade of satisfactory, there is still 2019 2018 potential for improvements. The industry falls short of reaching a satisfactory grade in two dimensions: e-CRM and e-commerce. In 1. Telenor 3.6 3.3 fact, no telecom company is even in the top-10 ranking for e-CRM. 2. Telia 3.4 3.3 Improving these dimensions could be beneficial for the industry, 3. OneCall 2.7 N/A moving the companies toward a higher degree of digital maturity. 4. ice.no 2.7 2.5
Compared with last year, Telia has been surpassed by Telenor because of the latter’s significant improvements within e-commerce and digital marketing. The other Telecom companies, OneCall and ice.no, trail behind scoring below the satisfactory grade.
There is a noteworthy gap in the companies’ performances in this industry, indicating that lower-ranking firms could benefit from paying attention to the industry best practice. Furthermore, e-CRM and e-commerce seem to be areas where the industry could improve overall. For instance, telecom companies could look to the retail industry for inspiration on how to improve in these dimensions.
30 Retail 2.7
Ranked second, the retail industry has made significant refinements and improved from last year’s fifth place. Despite a strong improvement and high ranking, however, the average industry grade is just below what is considered satisfactory.
The retail industry comes in second place in the 2019 DLS, with an Retail: Digital dimensions average score of 2.7, considered close to satisfactory. Retail has made an impressive move, up from fifth place in last year’s DLS. Digital marketing 1.8 1.6
Retail has improved or maintained its position in every dimension Digital product experience 3.5 3.4 except mobile. One of the most noticeable improvements in this industry is within e-commerce, where retail has bettered its E-commerce 3.2 2.5 performance by 0.7 points. In fact, 11 out of the 14 companies E-CRM 2.9 2.4 in the industry score above the satisfactory grade within this dimension. Mobile 2.4 2.5 Social media 2.5 2.5 Retail scores above the satisfactory grade in both digital product experience and e-commerce, and it is close to satisfactory within e-CRM. Komplett.no is best-in-class, with a very good (4.3) grade for digital product experience, and Apotek 1 and Fjellsport.no stand out with their performances in e-commerce and e-CRM. Retail: Digital Leaders On average, Norwegian retailers score a sufficient grade in mobile and social media. In digital marketing, their current performances 2019 2018 are below the sufficient grade, with an average score of 1.8. To improve their digital maturity, retail companies would benefit from 1. Komplett.no 3.2 2.9 strengthening their social media and mobile capabilities to build 2. Apotek 1 3.1 2.6 stronger brands, strengthen customer loyalty and make products 3. Elkjøp Norge 2.9 3.0 and services more accessible. 4. Fjellsport.no 2.9 N/A
The best-performing retailer overall is Komplett.no, which also gets 5. G-Sport 2.8 2.7 fourth place in the overall cross-industry ranking. Komplett.no and 6. POWER 2.8 2.8 Apotek 1, which comes sixth, are the only retail companies in the 7. BliVakker.no 2.7 N/A overall top 10. 8. Kid 2.7 N/A 9. XXL 2.7 2.7 Norwegian retailers seem to be willing to invest in digitalization and Kitch'n 2.6 N/A customer experience. Despite their continued improvements, the 10. progress within mobile and social media appears to have declined, 11. Vitusapotek 2.6 N/A and even decreased in some cases. These areas could be valuable 12. Komplettapotek.no 2.5 2.2 differentiators, creating a competitive edge. For inspiration, the 13. Circle K 2.3 2.0 industry could look to food retail, which has achieved a significantly 14. Boots Apotek 2.2 1.9 higher score within mobile, or its own peer, Komplett.no, which performs well in social media.
31 Food retail 2.6
Food retail is ranked third, with improvements across all dimensions compared with the last DLS. Despite the refinements, however, the industry fails to break the sufficient barrier.
The food-retail industry ranks third in the 2019 DLS, with an average Food retail: Digital dimensions score of 2.6, improving from seventh place last year. The increase in digital efforts across this industry is evident, as the results show that all companies have achieved a slightly better score than last year. Digital marketing 1.4 1.5 However, there is still a gap between the top- and low-performing Digital product experience 3.5 3.2 companies. Improvements in the mobile and digital product experience dimensions are driving the digital maturity in this E-commerce 2.3 2.0
industry. E-CRM 2.5 2.4
Mobile 3.5 3.2 The food-retail industry ranks at the top in both the mobile and digital product experience dimensions, achieving a score that Social media 2.8 2.4 falls between the satisfactory and very good grades. Kolonial.no is second in the cross-industry results for its mobile presence and capabilities. Another company to observe is MENY, as it recently launched its grocery application and online concept, leading to an inspiring example for others to follow. Food retail: Digital Leaders Despite slight improvements in the e-commerce, e-CRM and social media scores, these dimensions do not meet the requirements 2019 2018 for a satisfactory grade in the 2019 DLS. It is notable to see that recent activities within digital marketing seem to have had little or 1. MENY 3.1 3.0 no effect, as the industry has a poor grade in this dimension, lower 2. Kolonial.no 2.9 2.9 than in the last DLS. It seems most of the effort and investments 3. Vinmonopolet 2.8 2.8 may have gone into nicely developed user interfaces. Nevertheless, 7 the companies should not overlook the importance of customer 4. Coop Mega 2.2 2.1 dialogue. 5. REMA 1000 2.0 1.9
MENY retains its top industry position from last year’s study, with a score of 3.1. Kolonial.no achieves a score of 2.9 and comes in second place this year, followed by Vinmonopolet, with a score of 2.8 – both retaining their positions from last year.
The market for online grocery shopping in Norway has experienced exponential growth6. With increased demand and a competitive landscape consisting of traditional and new, disruptive food companies, it is important to design customer journeys and utilize both existing and new technologies, which are key elements for success in this industry.
32 6) https://e24.no/naeringsliv/netthandel/dobbelt-saa-mange-handler-mat-paa-nett/24113784 7) Number from Coop extra last year Passenger transportation 2.6
The passenger transportation industry ranks fourth in the 2019 DLS. Despite holding its position, the industry is struggling to improve, and its score in the mobile dimension has decreased.
Passenger transportation is ranked fourth in the 2019 DLS, which Passenger transportation: is the same as last year. Overall, the industry scores between the sufficient and satisfactory grades. There is a varying degree of Digital dimensions digital maturity among the transport companies, with room for improvement in several dimensions. Digital marketing 1.7 1.8
The passenger transportation industry has made a notable Digital product experience 3.4 3.5 improvement in the e-commerce dimension this year, with an E-commerce 2.6 2.1 increased score from 2.1 to 2.6. In this dimension, Widerøes Flyveselskap is best-in-class, with a score of 3.2. The industry only E-CRM 2.4 2.4 ranks eight in the mobile dimension, with the score dropping Mobile 2.7 2.9 from 2.9 to 2.7. This is notable for an industry where customers Social media 2.9 2.8 demand on-the-go, easy access to information and mobile-friendly solutions. Ruter ranks first in mobile within the industry, with a score of 3.4. Nevertheless, Ruter only comes 19th in the cross- industry ranking.
Digital product experience is the dimension where passenger Passenger transportation: transportation performs best, reaching an average score of 3.4. Digital Leaders Both Hurtigruten and Norwegian Air Shuttle are represented in the top-10 companies overall in this dimension, with well-developed 2019 2018 websites and engaging as well as easily-accessible product 1. SAS 3.0 3.0 information. Social media is another dimension where passenger transportation performs above the cross-industry average. 2. Norwegian Air Shuttle 2.9 3.0 3. NSB 2.8 2.8 E-CRM and digital marketing are the worst-performing dimensions 4. Widerøes Flyveselskap 2.7 2.6 in this industry. Still, both scores are close to the overall average 5. Hurtigruten 2.4 2.2 for Norwegian companies. Airline companies SAS and Widerøes 6. Flytoget 2.3 2.0 Flyveselskap are leaders within digital marketing, due to their high online presence and visibility, with NSB trailing behind. E-CRM 7. Ruter 2.1 2.1 has improved from last year, but the industry could benefit from providing more interactive FAQs and utilizing crowdsourcing.
The highest-ranked company in this industry is SAS, with a score of 3.0, followed by Norwegian Air Shuttle, with 2.9. Both companies are in the top 10 overall, while Ruter, on the other hand, has the lowest overall score in the industry, ranking 68th.
33 Media 2.6
The media industry is ranked fifth in the 2019 DLS, with an average performance. The industry has one company (FINN. no) in the overall top 10 this year, the only firm in the industry to achieve a grade above satisfactory.
The media industry ranks fifth in the 2019 DLS, dropping from third Media: Digital dimensions place last year. With an overall industry score of 2.6, the media industry is rated below satisfactory. The performance in the different dimensions varies greatly between the companies. Digital marketing 1.4 1.4 Digital product experience 3.2 3.4 On average, the industry’s digital maturity has decreased in its E-commerce 2.6 1.9 three best-performing dimensions: digital product experience, social media and mobile. This could be because of a shift in industry E-CRM 2.5 2.1 focus, lack of investments and/or a general increase in cross-industry Mobile 3.1 3.4 standards. However, there are improvements in some of the Social media 3.1 3.2 dimensions, such as in e-commerce and e-CRM.
Last year, the media industry ranked ninth in both e-CRM and e-commerce, and it was noted that its sales support and customer service could be improved, as well as consumer involvement through crowdsourcing and feedback on websites. Based on the 2019 DLS results, it seems the media companies have implemented Media: Digital Leaders appropriate changes, as they have improved in both the e-CRM (sixth) and e-commerce (fourth) rankings. FINN.no is the best in the 2019 2018 industry in both. Overall, the media industry performs well in both the mobile and digital product experience dimensions. However, the 1. FINN.no 3.2 3.3 score has dropped since last year. 2. VG 2.8 2.4 3. TV2 Gruppen 2.8 2.6 Digital marketing is the media industry’s weakest dimension, with 4. NRK 2.7 2.9 a score below the cross-industry average. Industry leader FINN.no stands out as the only company within media to achieve a grade 5. Aftenposten 2.7 2.5 above sufficient. 6. Dagbladet 2.5 2.4 7. Amedia 2.4 2.3 FINN.no is the industry winner, coming third overall in the cross- 8. Polaris 2.1 2.0 industry ranking. However, this year’s score of 3.2 is slightly lower 9. MTG 2.1 2.5 than last year’s, and social media seems like an area where the company is struggling to innovate. VG is second best in the industry, improving significantly in e-commerce, e-CRM and digital marketing.
The technological advances and rapid changes in the way content is consumed create a need for media companies to adapt their channels and interaction with their consumers to offer a customer experience that is state-of-the-art.
34 Insurance 2.5
The insurance industry is ranked sixth in the 2019 DLS, a notable drop from last year. The industry’s scores have dropped in both digital product experience and mobile.
The insurance industry achieves sixth place in the 2019 DLS, Insurance: Digital dimensions dropping from third last year. Despite maintaining its overall score of 2.5, other industries have improved and surpassed insurance. Digital marketing 1.7 1.6 The industry competition has increased, and new competitors such Digital product experience 3.2 3.4 as Tribe have entered the market. Moreover, Norwegian customers E-commerce 2.5 2.5 have matured, expecting new services, better support and a higher degree of personalization. This makes the level of digital maturity E-CRM 2.4 2.4 even more important and likely a key differentiator for customers. Mobile 2.7 3.1 Social media 2.4 2.3 Digital product experience is the best dimension for the insurance industry, but with a score of only 3.2, it performs below the cross- industry average. The lowest-ranking dimension for the insurance industry is digital marketing (third). Even though the grade is below sufficient, this is still better than most other industries. Insurance companies seem to continue to invest in online visibility and online campaigns to acquire new customers, and both SpareBank 1 Forsikring and Tryg are ranked in the top 10 this year. Insurance: Digital Leaders
2019 2018 Insurance scores below the cross-industry average in four dimensions and should especially improve in social media and 1. Gjensidige Forsikring 3.0 2.9 mobile, where it is ranked in the bottom four. IF tops the industry in 2. Tryg 2.8 2.6 social media, with a cross-industry ranking of 33rd. 3. Storebrand Forsikring 2.8 2.9 4. SpareBank 1 Forsikring 2.7 2.6 Gjensidige Forsikring is ranked first in the industry, the only insurance company to achieve a satisfactory grade. Tryg is ranked 5. IF 2.7 2.7 second, improving from last year and closing the gap to Gjensidige 6. Eika Forsikring 1.9 2.1 Forsikring. One of the reasons for this is Tryg’s improvement in 7. Tribe 1.7 2.1 digital marketing.
The companies in the insurance industry face tough competition in retaining customers and must continually innovate their services to meet customers’ expectations. While several companies are well on the way to developing their digital customer journeys, the insurance industry should also look to its close peers in telecom for inspiration on how to improve in social media and mobile.
35 TV & broadband 2.5
The TV & broadband industry is ranked seventh in the 2019 DLS. Despite a satisfactory grade in the digital product experience and mobile dimensions, weaker performances in other dimensions keep the industry from breaking the satisfactory barrier.
TV & broadband ranks among the bottom industries, with an TV & broadband: average industry score of 2.5. Overall, it receives a satisfactory grade in two of the six dimensions. The industry should take inspiration Digital dimensions from the closely-related telecom industry in every dimension, especially in digital marketing and e-commerce. Digital marketing 1.5 1.3
The traditional TV distributors continue to face threats from Digital product experience 3.1 3.3 streaming providers, while greater demand for streaming E-commerce 2.3 2.3 services has led to increased demand for high-quality, high-speed E-CRM 2.8 2.3 broadband. Companies need to be proactive to take advantage of this demand. This year’s study shows TV & broadband companies Mobile 3.0 2.9 are taking this seriously, as four out of five companies have Social media 2.7 1.8 improved their digital maturity.
Last year, TV & broadband scored below a sufficient (1.8) grade for its social media efforts. However, it seems that the main players have taken action. Increased activity on major social media TV & broadband: Digital Leaders platforms, as well as attempts to engage consumers, have boosted the social media score to 2.7 in this year’s DLS. Another successful 2019 2018 area is the e-CRM dimension, where the industry now ranks in the top three, with Viasat as the best performer in the industry. 1. Canal Digital 2.9 2.6 2. Viasat 2.6 2.6 Staying visible through display advertising, a category in which TV 3. RiksTV 2.6 2.4 & broadband companies only perform at an average level, would 4. Get 2.3 2.0 increase their overall digital maturity score. Their performance in search engine marketing is also average. In digital marketing, the 5. Altibox 2.1 2.2 TV & broadband industry therefore receives an average of only 1.5, which is considered below sufficient.
None of the TV & broadband companies ranks in the top 10 in the 2019 DLS. The best-performing company is Canal Digital in 12th, followed by Viasat, ranked 38th.
Providing a variety of products and services that are personalized and user-friendly, in addition to digital solutions for monitoring and managing subscriptions, will be essential to retain and compete for new customers.
36 Bank 2.5
Banking continues to be one of the most diverse industries looking across all dimensions. The companies are among the best in some dimensions and in the bottom tier in others.
The banking industry achieves an overall score of 2.5, which is Bank: Digital dimensions between the sufficient and satisfactory grades. The industry drops two places from last year, and the gap between the industry leaders and the low performers is substantial. Most banks have Digital marketing 1.6 1.1 improved from last year. However, the newly included companies Digital product experience 3.4 3.6 lower the overall score. E-commerce 1.9 2.1
The introduction of the revised Payment Service Directive E-CRM 2.5 2.4 PSD2, the entrance of Google and Apple into the market and the continuous rise of FinTechs are forcing banks and other Mobile 3.3 3.3 financial institutions to be alert. For existing banks, it is crucial to Social media 2.4 2.4 implement agile ways of working to fulfill customers’ constantly changing and increasing expectations. What differentiates the highest- and lowest-scoring companies is that the best performers seem to keep a customer-first focus, and at the same time, they experiment with new technologies and learn how they can utilize these to make better banking services. Bank: Digital Leaders The industry scores above the satisfactory grade in both digital market experience and mobile, and several companies have 2019 2018 excelled in these areas. Nordea Bank, for instance, achieves a 1. DNB 3.0 2.9 very good (4.0) grade in the digital market experience this year, 2. SpareBank 1 SMN 2.8 2.7 which is the best in the industry. Furthermore, almost every 3. SpareBank 1 Østlandet 2.8 2.6 company in the industry offers its customers mobile solutions, and even though the quality varies, banking has five of the top- 4. Nordea Bank 2.8 2.6 10 companies in the mobile dimension. 5. Danske Bank 2.7 2.6 6. SpareBank 1 SR-Bank 2.7 2.6 DNB is the industry leader, keeping its position from last year, 7. Sbanken 2.6 2.4 with a satisfactory grade overall. DNB performs particularly well 8. Santander 2.5 2.2 within social media and tops this dimension across all industries. 9. Eika Gruppen 2.4 2.2
The front-runners in the banking industry have improved their 10. Bank Norwegian 2.3 1.7 digital maturity compared with last year’s study. However, other 11. Handelsbanken 1.7 N/A banks are being outperformed and should look to the industry 12. Formuesforvaltning AS 1.6 N/A leaders for inspiration and best practices. As most of the banking companies underperform in digital marketing, they could benefit from learning from better-performing industries, such as telecom.
37 Energy 2.3
The Norwegian energy industry is ranked second-last in the 2019 DLS, as it was in the last DLS. With no movement in their ranking or score, the companies in the industry should look into their digital strategies.
The energy industry scores 2.3, just above a sufficient grade. Energy: Digital dimensions Being one of the few industries not to have improved since last year’s study, energy drops in relation to the other industries. This should be a sign that current digital initiatives are not effective or Digital marketing 1.1 1.5 that there is a general lack of focus on digitalization. Digital product experience 2.9 3.2
Five of the 10 companies get a satisfactory grade or above in the E-commerce 2.3 1.9 mobile dimension, mainly due to well-optimized mobile websites E-CRM 2.7 2.4 and applications with good functionality. The two newcomers Mobile 2.9 2.7 in this study, Fortum and Tibber, are ranked as best in the industry, with highly-rated applications for both iOS and Android Social media 1.8 1.8 platforms.
The industry’s best performance is in the digital product experience dimension, due to good functionality and design on company websites. Nonetheless, the industry performance in this dimension has dropped compared with last year. Energy: Digital Leaders
Digital marketing is the industry’s weakest dimension. Overall, the 2019 2018 industry does not exploit the possibilities within search engine marketing and display advertising, and the companies have a low 1. Fjordkraft 2.6 2.2 degree of online visibility. Moreover, the energy industry gets the 2. Fortum 2.5 N/A lowest score of all industries in social media. 3. Eidsiva Marked 2.4 2.3 4. Lyse Energi 2.4 2.4 The industry winner is Fjordkraft, improving from fourth place last 5. NorgesEnergi 2.3 2.0 year. Fjordkraft does particularly well in digital marketing, ranking fifth across all industries, mainly due to display advertising and 6. Hafslund Strøm 2.3 2.4 search engine marketing. This is notable in an industry that is 7. Gudbrandsdalen Energi 2.2 N/A underperforming in digital marketing. 8. LOS 2.2 N/A 9. NTE 2.1 N/A The energy industry is facing increased pressure from 10. Tibber 2.0 N/A digitalization. Due to new smart meters, customers expect digital solutions to manage their power consumption and real-time monitoring. With regulatory changes, technological development and the eventual implementation of the Elhub service, new competitors are expected to enter the industry. This implies that the existing energy companies should increase their digital maturity and improve their customer experience, as these will be key to staying competitive.
38 Consumer products (food) 1.9 Consumer products (food) continues to be the industry with the poorest overall performance. The industry ranks bottom in five of the six dimensions.
The consumer products (food) industry gets an average score of Consumer products (food): only 1.9, which is below a sufficient grade. The industry ranks at the very bottom in five of the six dimensions. Digital dimensions
Although most of these companies do not sell directly to end Digital marketing 0.8 1.2 consumers, it is essential for them to interact with end consumers to ensure market feedback, brand awareness and recognition. Digital product experience 2.8 3.1 This is even more important with the increased competition from E-commerce 1.9 1.4 food retailers’ private label products. E-CRM 1.8 1.6
Digital product experience is the dimension where consumer Mobile 2.0 2.0 products (food) achieves the highest scores, scoring slightly Social media 2.3 2.4 below the satisfactory grade. Nevertheless, this is still the lowest cross-industry score. Nortura is the best in the industry in this dimension, with 3.1, especially with regards to website design and functionality. Consumer products (food): Regarding digital marketing, there is little use of retargeting, and the companies have little online visibility, which brings a Digital Leaders low score in display advertising. In e-CRM, the companies get a low score in most categories, as they lack interactive FAQs and 2019 2018 live chat. In social media, the industry receives an average score 1. TINE Gruppen 2.8 2.8 of 2.3, which is just above the sufficient grade. Social media will become increasingly important to get feedback from consumers 2. Nortura 2.0 2.3 and catch up on the latest trends. TINE Gruppen is an example to 3. Orkla Foods 1.8 1.5 follow on how to use social media to connect with customers, and 4. Kavli 1.7 1.7 its use of YouTube and Instagram should be an inspiration. 5. Synnøve Finden 1.1 1.2
The industry winner is TINE Gruppen (2.8), ranking among the top-20 companies across all industries. The other consumer products (food) companies rank in the bottom 10 of the list.
Companies in this industry could improve by providing more engaging content on their websites to retain customers. Relevant and appealing product information is at the core of these companies and should be an opportunity for them to excel in the digital space. Furthermore, they could also increase the use of e-mail marketing, crowdsourcing and customer profiles to improve their maturity in this dimension.
39 40 Public sector Digital Leaders in Norway 2019
This section assesses the digital maturity of 11 Norwegian public organizations across five dimensions: digital presence, digital experience, e-CRM, mobile availability and social media.
Due to the inherent differences between private and public organizations, the organizations in this section have been evaluated on different criteria than the companies in the main study. As the criteria within the dimensions are different, the dimension score should not be compared between the two sections.
Three of the public organizations also fit naturally within selected industries in the main study. They are therefore included in both sections, with the scores depending on the respective section criteria.
41 Purpose and selection criteria for the public sector
The Digital Leaders in Norway 2019 study assesses the digital competitiveness and success of prominent Norwegian companies.
This section assesses the digital To further develop the research competitiveness of selected key public methodologies for the digital marketing The following selection criteria organizations in Norway. The aim is to dimension, we decided to partner with have been used to identify the gain an understanding of Norwegian OIKIO Digital Performance Agency. The organizations included in the organizations’ digital maturity and to key idea was to derive more accurate study: review the opportunities and challenges results of the companies’ search engine • Directed toward citizens (G2C) that arise from digitalization. marketing capabilities from a larger – The public organizations’ amount of data by standardising and mission and services are fully or partly directed at the public and automating the process of collecting The study covers 11 prominent Norwegian not only other public agencies public agencies and organizations. Our and analysing the data. OIKIO created or organizations. This allows a objectives were to find answers to the a tailored solution that covered both mystery shopper approach to following four questions: organic and paid search results by the study. combining commercially available tools • Directed toward a significant part of the population – The • How successful, in terms of with in-house developed cutting edge technology and insightful analysis. public organization’s services digitalization, are Norwegian public are available to, or aimed at, a organizations compared with their larger part of the population to peers? motivate a well-functioning and Organizations selected modern digital interface to the How do Norwegian public • public. organizations respond to the for the study • Sufficiently large – The growing demand for digital organization should be customer services? Helsenorge.no among the largest in Norway • How do Norwegian public NAV considering its budget. organizations perform in the various Norsk Tipping digital dimensions? NRK • What are the main areas for NSB improvement for the selected Oslo kommune organizations? Politiet We have evaluated the public Posten organizations’ digital maturity, looking at Skatteetaten how well they can serve their customers Statens vegvesen through digital channels. No interviews or Vinmonopolet direct contact have been made with the organizations included in this study, and all evaluations have been done from an outside-in perspective.
42 Assessment of digital maturity
The organizations selected are assessed based on their ability to serve the public through digital channels relative to international best practices. An evaluation is done based on 134 objective criteria across five dimensions of digitalization. Each dimension is given a certain percentage weighting factor based on its importance. The dimensions are graded from 0 percent to 100 percent – with 0 percent indicating a failure with regard to digitalization and 100 percent for outstanding compared with the highest international standards.
Measuring digital success in all its dimensions
Digital precense (25%) Digital experience (25%) E-CRM (18,75%)
The assessment is based on the Evaluates the website functionality, Evaluates an organization’s ability to organization’s ability to reach the public design and content, with a particular maintain and expand its relationship and lead users to their respective websites focus on the user experience and ability with the public through digital channels, through their digital presence on the to easily access relevant information. especially from a service and support internet. perspective.
Categories: Categories: Categories: • Search engine optimization • Functionality and design • Customer service • Own media • Content and information about the • Personalization and involvement pubic organization • Information about the public organizations mission and services
Mobile availability (18,75%) Social media (12,5%)
Evaluates an organization’s ability to Evaluates activity and content on relevant utilize mobile channels to fulfil its services social media channels. and support the public, emphasizing the use of mobile websites and applications.
Categories: Categories: • Mobile websites • Facebook • Mobile applications • Twitter • Instagram • YouTube • Website integration Grading scale
0 20% 40% 60% 80% 100% Failed Poor Sufficient Satisfactory Very good Outstanding
An objective evaluation of digital maturity is done based on the defined criteria. However, when necessary, particular criteria are tailored to different segments. Those criteria that are not applicable to certain organizations are disregarded in evaluations, so that they do not affect the overall evaluation of those organizations. The data was collected from June to September 2018.
43 Summary of findings
Overall, the Norwegian public sector scores just above the satisfactory grade. Still, there is a large variation among the organizations and potential to improve digital maturity.
Digital platforms and communication are The second-best dimension for the public Politiet gets a failed (6%) grade, and the becoming an ever-growing part of citizens’ sector is digital presence, with an average best-in-class organization, NSB, receives everyday lives. The public has become grade of very good (77%). This dimension a grade close to very good (75%). NSB accustomed to finding information and captures the digital visibility and ability provides features such as live chat and services digitally, and public organizations to be easily found by the public. This an FAQ, which makes its e-CRM stand out are also expected to be easily found performance is mainly due to the results from the other organizations. through digital channels. It is therefore within search engine optimization, as more important than ever to reach the most of the assessed agencies can easily The Digital Leader and best-performing public through digital channels. be found online when searching with public organization is Norsk Tipping, relevant keywords. However, there is little with an overall grade close to very good This study assesses 11 public to no competition on public services, so it (77%). Norsk Tipping is the winner in the organizations and evaluates them with is reasonable to expect great results in this digital presence dimension and is also respect to their digital maturity across the category. ranked among the top four in all the other following five dimensions: digital presence, dimensions. With a strong presence in digital experience, e-CRM, mobile and The public sector gets a satisfactory social media and accessibility through social media. The 11 organizations in (60%) grade in the mobile dimension. All search engines, Norsk Tipping can easily this section were selected with respect to the public organizations have optimized be found by its customers, meaning it has having government-to-citizen services, their websites for mobile devices, while high digital visibility. their reach to the public and the size of only a handful have an application. the organization. Furthermore, most of This is reflected in the score and is also these organizations are not included in in line with the overall trend, where the main study, as they do not fit into any fewer companies and agencies have an of the existing industry definitions. application.
Overall, the public sector achieves an In the social media dimension, the average score just above the satisfactory public sector achieves a grade between (65%) grade. This indicates that the sufficient and satisfactory (50%). Many public sector has begun its journey of the public organizations are present into digitalization, but still has a lot of on multiple social media platforms but unrealized potential. have difficulties engaging users with their content. There is therefore still potential The dimension where the public sector for improvement in this dimension. performs best is digital experience, with an average grade of very good (80%). The dimension with the lowest average This is mainly due to websites that performance is e-CRM, mainly due to successfully combine functionality and the lack of desirable customer services. design. However, there is still room for On average, public organizations grade improvement. A range of features could just above sufficient (47%). There is also be included to create further engagement a great variance between the public and interest among users. organizations in this dimension, where
44 Ranking of public organizations
2019
1. Norsk Tipping 77% 2. Posten 71% 3. NRK 70% 4. NSB 70% 5. Skatteetaten 68% 6. Statens vegvesen 68% 7. Helsenorge.no 63% 8. NAV 63% 9. Oslo kommune 62% 10. Vinmonopolet 58% 11. Politiet 50% Average 65%
45 Key findings
The percentages indicate the share of the evaluated public organizations that are utilizing the listed categories as part of their digital customer interface.
Digital presence
Search engine optimization 40% Microsites 36% Cross-linking 36%
Digital experience
The page has a search content function 100% There are precise opening hours 83% Basic information about what the agency does 82% Interesting stories about the agency 55%
E-CRM
Online customer profiles 82% Real-time chat service 50% FAQ 45% The agency responds within the expected time 18%
46 Mobile availability
Mobile-optimized sites 100% iOS application 73% Android application 73% iPad application 55%
Social media
Facebook 100% Twitter 100% YouTube 82% Instagram 64%
Half of the public organizations offer real-time chat services.
Less than half of the public organizations have an FAQ on their website.
Eight of the 11 public organizations provide iOS and Android application.
47
Dimensions of digitalization
This study assesses leading Norwegian public organizations across five dimensions: digital presence, digital experience, e-CRM, mobile availability and social media. The results show that public organizations’ digital maturity varies greatly, and there is significant room for improvement within every dimension. Digital presence
Norwegian public organizations achieve the second-highest average score in the digital presence dimension, indicating that they succeed in the mission of reaching citizens through digital channels.
On average, the Norwegian public Even though the Norwegian public sector The assessment is based on a organizations receive a very good (77%) does very well in this dimension, the public organization’s ability to grade in this dimension, and almost all of benefit of being a public organization reach citizens and lead them to them get high scores, mainly due to their should not be overlooked. The focus within the right website with the help of strong performances in search engine digital presence for public organizations search engine optimization and optimization. This indicates that the is to be easily found and accessible. the use of own media. assessed public organizations are easy to Most public services are not subject to find through digital channels. competition, which in effect means there Categories is less competition for search keywords. Guiding users into a digital channel This may lead to a bias toward higher • Search engine optimization increases the potential efficiency of a scores for the public sector compared with • Own media service, and it saves time for the user the private sector, where the competition when searching for relevant information. for search keywords and, in turn, digital A strong digital presence is a key factor presence is greater. to lead citizens to digital channels. Strengthening this presence is important Moving forward, public organizations to succeed in digital transformation. should focus on maintaining their digital visibility and always look for new The best-performing public organization opportunities to have a digital presence. in the digital presence dimension is Norsk A clear and strong digital strategy is Tipping. A combination of excellent results crucial to maintain the high level of digital in both search engine optimization and presence in the future. own media gives it a grade between very good and outstanding (91%). The organization can easily be found with search engines and it utilizes both microsites and cross-linking features.
Cross-linking and microsites are website features that may enhance an organization’s search engine performance. Microsites are an excellent option to highlight a special service or to target a segment in the public sector. However, only 36 percent of the public organizations make use of microsites and cross-linking. Exploring such features could improve public organizations’ digital presence.
50
Ranking of public organizations Digital presence
2019 1. Norsk Tipping 91% 2. Helsenorge.no 87% 3. Posten 87% 4. NAV 83% 5. Statens vegvesen 83% 6. NRK 82% 7. Oslo kommune 79% 8. Skatteetaten 79% 9. Politiet 75% 10. NSB 65% 11. Vinmonopolet 37% Average 77%
Best practices - Digital presence
Norsk Tipping
The best-performing public organization within digital presence is Norsk Tipping.
Norsk Tipping is the leader in the digital presence dimension for the public sector. The agency can easily be found online when searching with relevant keywords, and it utilizes both microsites and cross-linking features. Norsk Tipping gets a grade between very good and outstanding in digital presence.
51 Digital experience
Digital experience is the dimension where Norwegian public organizations get the highest average score. Overall, the websites give easy access to important and relevant information about the respective services.
On average, the Norwegian public sector Despite their overall performance, several Evaluates the website performs strongly in the digital experience organizations lack information about functionality, design and content, dimension. Several of the top-ranked trends, interactive content and history with a particular focus on the user organizations achieve a very good grade. of the institution, as well as their values. experience and ability to easily Several organizations would benefit from access relevant information. Posten is the best-performing organization improving their content to create further and achieves a grade between very good engagement and interest among their Categories and outstanding (90%). Part of its success users. is engaging content that creates an • Functionality and design interactive relationship with customers. • Content and information Further, it shares both its history and about the pubic values with users, which gives a greater organization understanding of its public responsibility • Information about the and services. public organizations mission and services The public organizations are very good at providing websites that combine functionality and design. In general, the websites are logically structured and easy to navigate, with clear and usable menus with limited text. Several institutions still have room for improvement, as they lack proficient search functions for easy navigation.
When examining the web content and general information about services, the grades range from sufficient (42%) to very good (92%). Most organizations succeed at conveying information about their services to end users through news, stories and video content.
52
Ranking of public organizations Digital experience
2019 1. Posten 90% 2. Norsk Tipping 86% 3. NRK 86% 4. Vinmonopolet 85% 5. NSB 83% 6. Skatteetaten 77% 7. Statens vegvesen 76% 8. Oslo kommune 76% 9. Helsenorge.no 75% 10. Politiet 74% 11. NAV 73% Average 80%
Best practices - Digital experience
Posten
The best-performing public organization within digital experience is Posten (90%).
Posten provides a website that delivers clear and accessible information and content combined with great functionality and a good design. The website is easy to navigate, has an understandable structure and provides great search functionality. This enables users to easily access relevant information about the services that Posten provides.
53 E-CRM
The public organizations have room for improvement within the e-CRM dimension, where they receive a sufficient grade on average. The potential for the biggest gains is in the customer service category.
New and improved e-CRM technologies online contact forms, but do not give an Evaluates an organization’s enable easier, more effective and indication of the expected response time. ability to maintain and expand cost-efficient ways of communication. Further, only 45 percent of the public its relationship with the public The average grade within the e-CRM agencies use FAQs. through digital channels, dimension is sufficient (47%). Public especially from a service and organizations could benefit from utilizing Most organizations give their users the support perspective. e-CRM to create further value. opportunity to create an online profile,
which increases personalization and Categories NSB is the organization with the highest involvement. However, none of the score in the e-CRM dimension, with a examined websites suggests that the • Customer service grade close to very good (75%). Relative user sign up for an e-mail subscription or • Personalization and to the other organizations, its success newsletter. These are simple measures involvement is due to a better performance in the that could contribute to strengthening the customer service and personalization and relationship with users. involvement categories.
All of the organizations should look to Norsk Tipping and NSB are the public international best-practice examples of organizations with the highest scores in digital customer service. Identifying key the customer service category, both with areas of improvement will increase the a satisfactory grade. These are two of value of using their services. the few public organizations that provide a live chat with history, in addition to an FAQ.
There is large variation between the organizations in the customer service category. While Politiet receives a failed (6%) grade, NSB gets close to very good (75%). The gap in scores between the best and worst performer can partly be explained by the type of services offered. All of the public organizations have a phone number to customer service, but none of them gives information about the busiest hours or expected response times on their websites. This addition would manage the public’s expectations and relieve users of unnecessary frustration. Most of the public organizations have
54
Ranking of public organizations E-CRM
2019 1. NSB 75% 2. Skatteetaten 67% 3. NAV 58% 4. Norsk Tipping 56% 5. Statens vegvesen 53% 6. Helsenorge.no 50% 7. Oslo kommune 47% 8. Vinmonopolet 47% 9. Posten 37% 10. NRK 19% 11. Politiet 6% Average 47%
Best practices - E-CRM
NSB
The best-performing public organization within e-CRM is NSB (75%).
NSB has put great effort into customer service and personal involvement. Citizens can contact the agency by phone, mail and live chat, and there is also an FAQ section. Live chat responds quickly, and users are told the expected response time. Further, NSB utilizes online user profiles, making it easy for citizens to check or modify their orders.
55 Mobile availability
Most public organizations’ websites lack optimal functionality for mobile users and a few do not provide apps. Considering the high level of mobile adoption, this is an area worth exploring for several public organizations.
The public organizations almost score few of the mobile applications use the Assesses the public organization’s a satisfactory grade in the mobile location service to optimize the services ability to utilize mobile channels to availability dimension. The span of digital offered. In addition, the applications are support the public and strengthen maturity in this dimension is large, with not updated regularly, and there is lack its own service level, especially NRK and Vinmonopolet scoring close to a of a process for replying to feedback. by using mobile websites and very good (77%) grade, while NAV scores Improving these elements would be applications. between poor and sufficient (34%). Even beneficial in creating a better product though several organizations score above experience for users. However, one the satisfactory grade, there is room for company stands out in this category, Categories improvement with respect to international namely NSB, with a score between the • Mobile websites best practice. satisfactory and very good (74%) grades. • Mobile applications
More than 80 percent of Norwegians use smart phones8 and many expect their digital services to be a click away. A large part of the digital interaction between companies and users is done through a mobile channel. This means that offering content that is tailored and optimized for a mobile interface is crucial. Although some of the organizations have received a better score for having mobile applications, we see an international trend of companies favoring mobile websites as opposed to mobile applications.
NRK achieves the highest score in the mobile availability dimension, just in front of Vinmonopolet. Although not the best in the mobile applications category, it achieves the highest score in the mobile websites category. Vinmonopolet is ranked second, as it is doing well in both mobile websites and mobile applications.
Most of the public agencies in the 2019 DLS have mobile applications for both iOS and Android, with the exception of Politiet and NAV. With regard to functionality,
56 8) http://www.medienorge.uib.no/statistikk/medium/ikt/379
Ranking of public organizations Mobile availability
2019 1. NRK 77% 2. Vinmonopolet 77% 3. Posten 67% 4. Norsk Tipping 67% 5. Statens vegvesen 62% 6. NSB 61% 7. Oslo kommune 61% 8. Skatteetaten 60% 9. Helsenorge.no 53% 10. Politiet 38% 11. NAV 34% Average 60%
Best practices - Mobile availability
NRK
The best-performing public organization within mobile availability is NRK (77%).
By offering the public services and information optimized for mobile platforms, NRK receives the highest score in this dimension, marginally better than Vinmonopolet. The organization delivers a practical and easy-to-use mobile application for all platforms that is regularly updated. Users are also provided with a well-designed and functioning website, which enables the public to gain useful access to its services.
57 Social media
The public sector is well represented on social media platforms. However, many organizations are not utilizing the potential of their social media platforms and could benefit from focusing more on engaging content.
Overall, the Norwegian public sector Twitter is used extensively by Evaluates activity and content on scores between the sufficient and organizations such as Politiet, Oslo relevant social media channels. satisfactory (50%) grades in social media. kommune and Statens vegvesen, all with This indicates that social media is a a large follower base. Still, none of them somewhat overlooked channel for the manage to engage with their content, Categories public sector. There is some variance in resulting in grades ranging from just • Facebook scores, where engagement in social media below satisfactory (54%) to just above Twitter platforms and website integration are the satisfactory (66%) in the Twitter category. • differentiating factors. This demonstrates a potential to reach • Instagram the public with engaging and improved • YouTube Social media is an increasingly popular content. • Website integraiton channel for informal communication with the public to convey various forms Social media is a dimension with large of information. As public attention variation among the organizations in the shifts toward social media rather than public sector. Many seem to underrate conventional channels, a strong social the potential to reach the public through media presence is more important than social media. If managed properly, they ever for the public sector. could reach a high number of citizens with relevant information and campaigns. A NRK is the best-performing public strong and clear digital strategy is vital organization in the social media when managing a social media platform, dimension, with a very good grade (82%). as negative reactions may go viral within It is present on all social media channels minutes. in the 2019 DLS, including Facebook, Twitter, YouTube and Instagram. NRK’s impressive social media presence combined with engaging content make it stand out in this dimension.
Norsk Tipping is second in the social media dimension. It connects all its social media platforms to its conventional platform, thus receiving an outstanding (100%) grade in website integration. Its Facebook platform is also highly utilized and encourages two-way communication, providing customer service and relevant information on a regular basis.
58 5) https://www.ipsos.com/nb-no/ipsos-some-tracker-q218))
Ranking of public organizations Social media
2019 1. NRK 82% 2. Norsk Tipping 78% 3. NSB 59% 4. Posten 57% 5. Statens vegvesen 50% 6. NAV 50% 7. Skatteetaten 45% 8. Politiet 37% 9. Vinmonopolet 36% 10. Oslo kommune 27% 11. Helsenorge.no 25% Average 50%
Best practices - Social media
NRK
The best-performing public organization within social media is NRK (82%).
NRK is the winner in this dimension and stands out as a front- runner in social media among the public organizations, due to its superior engagement and content. It is present on all social media platforms evaluated in this study – Facebook, Twitter, Instagram and YouTube. However, it still has some way to go in the website integration category and should look to Norsk Tipping for inspiration.
59 60 Digital Leaders in Europe 2019
61 Summary
In Europe, the most digitalized companies comes from the telecom, retail and consumer products industries. German companies are in the lead, while on average, Sweden is the most digitalized.
This year, the Digital Leaders Study in our study. Telecom companies faced European companies’ visibility in paid has expanded and is now more a threat of commoditization in the early search results was even lower: 62 percent comprehensive than ever before. This is 2000s and have since felt the pressure did not appear in ads in searches relevant the sixth consecutive year the study has to develop their digital capabilities. The to their business. been published in Finland, and the third same applies for retailers and consumer with regard to Sweden and Norway. In the products companies, which have Second, European B2C companies still Nordic countries, we have been evaluating been susceptible to fierce cross-border have a lot of unused up- and cross-selling more than 200 companies over three competition from industry giants like potential on their webstores: 75 percent years. In this year’s Digital Leaders Study, Amazon and new competitors, such as do not offer customers related products or we have evaluated the digital maturity Zalando. more expensive options at the checkout of 593 companies from 25 industries stage, and 82 percent also discard this in eight European countries: Germany, The order of the other industries is not opportunity in the shopping cart. In this Ireland, Italy, Portugal and the UK, in as obvious. New, low-cost travel options respect, all of the countries fall behind addition to those mentioned above. The have forced airlines and other passenger equally, with the exception of Germany, study provides a unique viewpoint from transportation companies to improve the where half of the companies (48 percent) which to look into the level of companies’ digital customer experience, which can practice cross-selling at the checkout digitalization efforts from different parts be seen positively in their results in most stage. of Europe. countries. Similarly, the bank industry, which is struggling with new competition Moreover, European companies have None of the countries clearly stands out and regulations, is only performing not seized the new opportunities that in our study. However, the companies in relatively well in Finland, Ireland and digital channels offer to minimize Germany, the Nordics and the UK are the UK; elsewhere it loses out to other customer churn and build deeper slightly ahead of their peers in Ireland, industries. The bottom performers vary customer relationships. For example, only Italy and Portugal. This year, Sweden has but, on average, the B2B, healthcare and 12 percent of the B2C companies send become the most digitalized country. utilities (i.e. energy and water) companies their customers a reminder e-mail after Although Swedish firms lead the study rank lowest. they have abandoned the shopping cart on average, the top four of the 10 before the checkout stage, barely half of best-performing companies are German What should European companies do all the companies offer access to a loyalty telecom, retail and consumer products to improve their digital capabilities program on their websites, and only 39 businesses, and Deutsche Telekom tops further, and what can they learn from percent ask for customer feedback. the Digital Leaders Study 2019. international forerunners? Following the forerunners can teach us a Not surprisingly, the rest of the top-10 First, European companies should become lot, and it is no longer enough to look at list is also occupied by telecom, retail better at creating awareness among players within just one industry. Instead, and consumer products companies. New prospective customers and attracting European companies should adopt best technologies, international competition them to digital channels. 38 percent of practices from all sizes of forerunners and and changing customer behavior hit the companies didn’t virtually get any from various industries. When it comes these industries at an early stage and, share of voice in organic search engine to digitalization, the same rules apply to consequently, they are the top performers results compared with their industry rivals. everyone.
62 Top ten European companies
Country 2019
1. Deutsche Telekom Germany 3.8 2. Otto Germany 3.7 3. Adidas Germany 3.7 4. Esprit Germany 3.7 5. Telenor Norway 3.6 6. Vodafone Italy 3.6 7. Amazon UK 3.6 8. Telia Finland 3.6 9. ASOS UK 3.5 10. AO.com UK 3.5
63 Top 10 European companies
1. Deutsche Telekom (Germany), 3.8
German telecom company Deutsche Telekom wins the title of Digital Leader in 2019. The company does not come first in any digital dimension. However, its digital capabilities excel in each phase of the digital customer journey, which means it ranks among the top-three most advanced companies in each dimension in Germany. The telecom giant stands out particularly well in the social media and e-CRM dimensions, where it ranks as the best company in the German Digital Leaders Study.
2. Otto (Germany), 3.7
Germany also takes second place with one of the world’s largest webstores, Otto. The company is also best at digital marketing among all the European companies in the study. The retailer outperforms most of the companies with its retargeted ads, which take visitors to subsequent pages and suggest products that they may be interested in. Although the company does not receive the highest score in the e-commerce dimension, it ensures a constant flow of potential buyers to its website with the strongest digital marketing capabilities in the entire study.
3. Adidas (Germany), 3.7
Adidas ranks third in the pan-European Digital Leaders Study 2019. Founded and headquartered in Germany, Adidas is one of the largest sports clothing and shoes manufacturers and designers. Its European peers should take after the company’s e-commerce and mobile capabilities. On its webstore, the company constantly seeks an opportunity to up- and cross-sell products by suggesting customers add to their shopping carts or complement their purchases with other popular products. These features, along with many others, give Adidas the second-highest e-commerce score in the study.
4. Esprit (Germany), 3.7
German clothing company Esprit ranks fourth in the Digital Leaders Study 2019, just behind its peer, Adidas. The company provides an outstanding mobile experience, which receives the second-highest score among all the European companies in the study. The content and features on its mobile website are prioritized for mobiles, and browsing products and online shopping is easy and convenient. Furthermore, its application receives a high rating both from us and from its App Store users.
64 5. Telenor (Norway), 3.6
On average, telecom companies’ digital capabilities are strongest in the study and Telenor is no exception. Norway’s Digital Leader in 2019, Telenor ranks fifth overall in the European study and first among all the Nordic companies. Firstly, it stands out from its peers with exceptional digital marketing capabilities, which receive the highest score in the dimension in the Nordics and the second-highest in Europe just after German retailer Otto. Secondly, Telenor outperforms the rest of the Norwegian companies in the mobile dimension.
6. Vodafone (Italy), 3.6
Vodafone’s Italian branch receives the sixth-highest overall score out of all the European companies in the study. The telecom company ranks seventh in the digital marketing dimension due to its efforts in display advertising, own media and affiliate marketing. Surprisingly, its search engine marketing leaves a lot of room for improvement, which leads us to conclude that the company has great potential to climb higher in both the digital marketing comparison and the European-wide top-10 list.
7. Amazon (UK), 3.6
Amazon’s UK branch ranks seventh in the Digital Leaders Study 2019. Unexpectedly, the retail giant ranks only eighth in the e-commerce dimension in the UK. However, its strengths lie in retaining customers and reducing customer churn, and the company ranks first in e-CRM in the UK and fourth in the overall study.
8. Telia (Finland), 3.6
Another telecom company, Telia Finland, comes eighth on the list of the top-10 Digital Leaders in Europe. Telia’s Finnish branch tops the Finnish Digital Leaders Study 2019 and ranks second among all the Nordic companies after Norwegian Telenor. Its e-CRM capabilities receive the highest score in the dimension in the pan-European comparison. The company outperforms all the others in serving and involving its customers and developing customer relationships in digital channels.
9. ASOS (UK), 3.5
British online fashion retailer ASOS ranks ninth in Europe overall. As is natural for a fashion retailer, the company has put great effort into engaging customers on social media channels, where it outperforms many of its European peers, ranking fifth in the dimension. For instance, its performance on YouTube receives the highest score possible, and the retailer also excels in its use of Instagram. ASOS can also be found among the top-10 most advanced companies in the e-CRM, mobile and e-commerce dimensions in the UK.
10. AO.com (UK), 3.5
Another British retailer makes it onto the list of the top-10 most digitally mature European companies in 2019. AO.com ranks 10th due to its good performance in the e-commerce, social media and digital product experience dimensions, where it ranks second, fifth and seventh respectively in the UK.
65 European Digital Leaders by digital dimension
Digital marketing
European companies are struggling with digital Digital Leaders in digital marketing marketing. They should focus on search engine 2019 Country marketing and retargeted advertising in order 1. Otto 4.2 Germany to create awareness and attract prospect 2. Telenor 4.0 Norway customers to their purchasing processes. 3. Deutsche Telekom 3.9 Germany 4. Wind Tre 3.9 Italy
Although most of the European companies have a lot of room for 5. Worten 3.6 Portugal improvement in the digital marketing dimension, there is a clear gap 6. Vodafone 3.6 Italy between the most developed firms and the rest. This means they are 7. Vodafone 3.6 Germany more visible where their customers are. German retailer Otto is the best-performing digital marketer in 2019. The retailer outperforms 8. Veikkaus 3.6 Finland most of the companies with its retargeted ads, which take visitors to 9. Genialloyd 3.6 Italy subsequent pages and suggest products they may be interested in. As expected, B2C companies have put more effort into their digital 10. United Internet/1&1 3.6 Germany marketing capabilities than the B2B firms. However, digital channels are becoming increasingly more important for generating sales in B2B industries, so the latter group should also focus on developing digital marketing.
66 Digital product experience
European companies continue to develop Digital Leaders in digital product experience their digital product experience and the best 2019 Country performing companies are competing with 1. Helsingin Sanomat 4.5 Finland global forerunners. However, the best companies 2. Telia Company (B2B) 4.3 Sweden stand out with interactive content and videos 3. Komplett.no 4.3 Norway that make customers stay on their websites 4. Stadtwerke München 4.3 Germany longer. 5. Vodafone 4.3 UK 6. Telia 4.2 Norway B2C companies perform slightly better in the dimension than B2B 7. Aldi 4.2 UK companies, and no country clearly stands out from the rest. Smart use 8. OP 4.2 Finland of engaging content keeps the customer's interest high and increases probability of conversion. 9. Argos 4.2 UK 10. Sainsbury’s 4.2 UK This year, Finnish media agency and newspaper Helsingin Sanomat wins in this dimension. Media companies are working in an environment today where consumers can get information from anywhere online. However, Helsingin Sanomat stands out from the rest not only with its impeccable content but with the way in which it conveys that to the customer. For example, the newspaper has been awarded for its interactive articles that change based on the readers’ choices.
E-commerce
European companies still do not utilize the full Digital Leaders in e-commerce potential of their webstores. Less than one- 2019 Country quarter of the companies cross or upsell other 1. Leroy Merlin 4.2 Portugal products in the shopping cart or during the 2. Adidas 4.1 Germany checkout process. 3. Volvo Cars 4.1 Sweden 4. Altice Portugal 4.0 Portugal Retailers and telecom companies occupy the e-commerce top-10 list. 5. Elgiganten 4.0 Sweden The former have faced increasingly stronger international competition, and the latter’s products are very suitable for online selling, which 6. SKF 4.0 Sweden explains the need for an impeccable online shopping experience. 7. Dr. August Oetker 4.0 Germany Manufacturing and consumer goods are the other industries presented on this list. Companies selling to businesses can no longer ignore the 8. maxingvest (Tchibo) 4.0 Germany webstore as one of their sales channels. (These have been evaluated 9. Scania 4.0 Sweden with slightly different criterion in order to better reflect the nature of 10. Media Markt 4.0 Germany their business).
Portuguese retailer Leroy Merlin wins in the e-commerce dimension this year. The retailer stands out with its capabilities to present construction, decoration and gardening products clearly on its website to support the purchasing process.
67 E-CRM Digital Leaders in e-CRM 2019 Country After digital marketing, E-CRM is the dimension 1. Telia 4.3 Finland in which European companies lag behind most. 2. OP (bank) 4.2 Finland E-mail marketing campaigns and live chats are 3. Tele2 (B2C) 4.2 Sweden widely used, but they are not enough to build 4. Amazon 4.1 UK customer relations further in digital. 5. SJ 4.1 Sweden 6. DNA 4.1 Finland European companies have a lot of room for improvement when it 7. Finnair 4.0 Finnair comes to retaining customers, avoiding customer churn and building 8. OP (insurance) 3.9 Finland deeper customer relationships. The highest-ranking companies in the study and the forerunners build communities around their business, 9. Jumbo - Auchan 3.8 Portugal send e-mails about abandoned shopping carts and crowdsource, for 10. E.ON 3.8 Sweden example, by asking for feedback on their newly developed sites.
The companies that do this best in Europe mainly seem to come from the telecom, bank, insurance and passenger transportation industries. In all of these industries, the product is not tangible. Instead, the use of the product involves the company throughout its life cycle. This need for involvement explains why these companies outperform the rest in the e-CRM dimension. The winner in this dimension, the Finnish branch of Telia, comes from the telecom industry and is known for its wide and functional customer community.
Digital Leaders in mobile Mobile 2019 Country 1. VW Group 4.4 UK Mobile has arguably become the most 2. Esprit 4.4 Germany important digital channel. European companies 3. Lloyds Bank Retail 4.3 Uk have clearly invested to serve their customers 4. Valentino 4.2 Italy where they like to spend their time the most. 5. Adidas 4.2 Germany
On average, European companies receive the highest score in mobile 6. Poste 4.2 Italy after digital product experience. Most of the companies in Europe 7. House of Fraser 4.2 UK have put effort into developing their mobile channels, and on average 8. NatWest 4.1 UK they provide a good level (average score of 3) of mobile website experience. Furthermore, 80 percent of the companies provide a 9. Halifax 4.1 UK mobile application for their customers. 10. Intesa Sanpaolo 4.1 Italy
Out of all the industries, banks provide the best mobile experience. This is a positive trend, as regulation opens the market for companies from other industries, thus increasing competition. However, the winner in the mobile dimension comes from the automotive industry: VW Group offers an impeccable mobile experience both on its mobile website and on its application.
68 Social media Digital Leaders in social media 2019 Country The best-performing European companies use 1. Boohoo 4.7 UK all the means at their disposal to get organic 2. Missguided 4.4 UK visibility, build a brand image and serve their 3. TV4 4.3 Sweden customers. 4. MTG 4.2 Sweden 5. ASOS 4.2 UK
Social media presents a channel where companies may interact with 6. FCA 4.2 Italy their customers, get organic visibility through advocates and build 7. Sainsbury’s 4.2 UK their brand image with posts. In other words, it represents a wide array of possibilities to build business. The leading European companies in 8. Deutsche Telekom 4.1 Germany the study seize all these opportunities, from selling their products to 9. ABB 4.0 Sweden producing content that their followers are inclined to share. 10. Gucci 4.0 Italy
Industry or country background does not seem to correlate with success; there are no clear differences between the industries or countries. Instead, there is a great social media performer in each industry. The company that best utilizes social media is the British retailer Boohoo. It uses social media to build its brand image and, more importantly, to coexist where its young audience spends their time.
69
Summary What could Norwegian companies learn from global forerunners?
A number of global companies have been able to successfully leverage the opportunities related to digitalization. The next section presents a few of these global forerunners that our local companies can learn from.
In a digital context, markets are international. Local retailers, for example, are forced to compete with international e-commerce. For these companies, the digital customer experience must be competitive in a global landscape. Being on a par with local competition is not enough.
One approach to adopt when developing digital services is to search for best practices from companies that have been able to create exceptionally good digital customer interfaces. By studying these practices across industries, it’s possible to gain a more comprehensive understanding of a successful customer journey. Next, we present the global forerunners for the various dimensions.
72 ESPN – Personalizing omnichannel content in real time
ESPN is a US sports media and pay-TV channel that reaches consumers in over 200 countries. ESPN has been able to transform to meet new challenges and grasp Fast facts opportunities presented by digitalization. It is able to offer content broadly on different Founded: 1979 devices, channels and platforms. Located: Bristol, Connecticut, the US What is especially notable is ESPN’s ability to personalize its content based on the target Ownership: 80% The Walt Disney Company, 20% Hearst audience in real time. For example, ESPN can broadcast the same match in Australia that Communications it is showing in the US, but it does so in a way that highlights and shows slow motion Industry: Media replays of Australian players. ESPN has developed its own system, where its employees are watching live sports events and can mark an interesting piece of action on the fly, and the clip is immediately ready for distribution.
The real-time content on different social media platforms and devices is also personalized to account for both the audience using the platform and the device. ESPN is a great example of a company that has been able to transform itself as a truly omnichannel and digital media business.
Discover – An excellent mobile experience with well-designed features
Discover is the fourth-largest credit card company in the US. It offers its customers a mobile application that can be used to manage cards and accounts. The app has all the Fast facts basic features of a banking app, it offers a continuously updated FICO credit score and Founded: 1985 uses the mobile camera to read and deposit checks. Revenue: USD 10.5 billion (2016) Industry: Bank Operations: the fourth-largest credit It’s worth noting that the Discover mobile app does not offer any previously unseen card company in the US features or new innovations. Instead, it offers all the basic services a consumer bank with over 44 million should and, importantly, is able to do it so well that the application has received a 4.8/5 customers rating on Apple App Store after 1.8 million reviews. Discover differentiates itself from the competition by offering the ultimate ease-of-use experience. As customers often find it difficult or time consuming to deal with their banks, Discover can solve a real customer pain point. It also proves that you do not need to reinvent the wheel to become a digital forerunner.
73 Broadgate – Crowdsourcing and communicating in a large construction project
Broadgate is a large office and retail estate located in London in the UK. Part of the estate is currently under construction, which affects the lives of people living in the area: Fast facts the construction fences block views, public transport routes are redirected, and pedestrian Type: 32-acre commercial real ways are blocked. In addition, local people have opinions about the project, as they may estate be annoyed by the changes or have suggestions regarding the new estate. To meet these Located: London, the UK needs, estate owner British Land and constructor Sir Robert McAlpine offer a mobile app. Ownership: owned by British Land with construction by Sir Robert McAlpine The app is not directly targeted to the customers of either company. Instead, it works as Operations: current construction a two-way information channel between the construction site and the local people. The scheduled to finish in app shows the latest changes to transport routes, a time lapse regarding the progress, 2019 and open job positions on the construction site. It also provides a channel for feedback. With the app, the constructor can mitigate problems caused to local residents by the construction site, it can acquire goodwill with offers and news, and it can also crowdsource workforce and development ideas. The app demonstrates that B2B companies and public sector entities can use digitalization to appeal to the end user and public opinion.
Sephora – Using facial recognition to boost e-commerce
Sephora is a personal care and beauty brand offering cosmetics and skincare products. To improve the digital customer experience and generate more sales, it has created a mobile Fast facts app that allows customers to virtually try on over 200,000 different Sephora products Founded: 1969 including highlighters, blushes and lipsticks. The company has been working with face Located: Paris, France recognition technology firms to create this augmented reality (AR) tool. Ownership: fully-owned subsidiary of LVMH Industry: Consumer goods The concept of AR selfies was made popular by Snapchat years ago. What makes Sephora special, however, is the fine tuning it has added to the tool. For example, the app can track the customer’s face and present different tones of makeup in detail. This solves the customer’s problem of having to try on multiple products before choosing the preferred one. After virtually testing a product, customers are able to purchase it directly from the app. Customers also seem to be seeing the value in Sephora’s tool, as the app gets a 4.7 rating on Apple’s App Store.
74 Domino's – Easy ordering through novel digital sales channels
Domino’s is a US pizza maker that has been investing in its digital capabilities for the past decade. A notable result of this is a system called AnyWare, which allows a customer to Fast facts place an order for pizza through multiple, and often quite novel, channels. Founded: 1960 Located: Ann Arbor, Michigan, the An order can be placed on the company website or on the Domino’s mobile app. Pizza US Revenue: USD 2.5 billion can also be ordered with voice control using Google Home, Amazon Alexa or by talking to Industry: Consumer goods (food) the company chatbot. Domino’s also offers a different mobile app for zero-clicks ordering, Operations: Domino’s is the largest where just opening the app will place an order. You can also type an order by sending a pizza seller in the world as pizza emoji as a text message, through Twitter or via a Facebook messenger chatbot. measured by sales
Domino’s has made it easier to order pizza to the office by integrating an ordering app to the team collaboration tool Slack. Other more novel channels include Samsung Smart TVs, Ford’s SYNC in-vehicle communication system and various smart watches. While not every channel may yet create meaningful revenue streams, they are placing Domino’s as a front-runner in the user interfaces such as Home and Alexa. AnyWare is also an effective way of rebranding Domino’s as a leading-edge e-commerce company.
The North Face – Using artificial intelligence to recommend products
The North Face is a US company selling outdoor products such as clothing, footwear and equipment. To better recommend the most suitable jacket for a customer, the company Fast facts employs an artificial intelligence-based recommendation engine. Founded: 1966 Located: Alameda, California, the US The North Face sells a selection of hundreds of jackets. In order for a customer to find Ownership: fully-owned subsidiary of the most suitable one, the engine first asks the customer a few basic questions about VF Corporation Industry: Consumer goods the location, season and purpose of the jacket, and then presents a shortlist of potential Operations: sells products through products to fill that need. Simultaneously, the engine keeps asking questions to narrow department stores, outdoor down the selection, so the customer can select the preferred jacket from only a few retailers and own retail alternatives that meet the requirements. locations
The North Face recommendation engine allows customers to do meaningful product comparison easily, while not having to think about jacket specifications regarding temperatures or rain. The recommendation engine improves the customer experience and simultaneously increases the average order value for The North Face.
75 Adidas – Using product reviews to support e-commerce
In recent years, one of the world’s largest sports attire manufacturers, Adidas, has also profiled itself as a brand for fashionable sneakers. To support its own online sales, Adidas Fast facts collects product reviews. It asks customers for selected metrics regarding the shoe and Founded: 1949 presents the results in a way that enhances the message about the shoe’s quality and Revenue: EUR 21.2 billion (2017) also crowdsources the product information. Product reviews structured like this are Located: Herzogenaurach, Germany positioned on the pages as information that is equally as important as Adidas’ own Industry: Consumer goods Operations: global sports attire brand product presentation.
Adidas collects a traditional rating out of five stars and an open comment from its customers. In addition, it gathers information about the size, width, comfort and quality of the shoe. It visualizes this feedback and a new customer can easily evaluate whether the selected size fits their feet. This is an excellent way to overcome one of the largest customer pain points in shoe e-commerce, which is selecting the right shoe without testing it. Furthermore, the information allows Adidas to further develop its shoes to a fit appreciated by customers. Adidas also asks for a recommendation of the product and presents the feedback along with the product.
76 Appendices All rankings
This section offers an overview of how industries and companies rank by digital dimension.
Industry rankings
First by total score and then by dimension (highest to lowest), including a comparison with last year.
Total scores 2019 2018 E-commerce 2019 2018 Social media 2019 2018
Telecom 3.1 3.0 Retail 3.2 2.5 Media 3.1 3.2 Retail 2.7 2.5 Telecom 2.8 2.8 Telecom 3.0 3.1 Food retail 2.6 2.4 Passenger transportation 2.6 2.1 Passenger transportation 2.9 2.8 Passenger transportation 2.6 2.5 Media 2.6 1.9 Food retail 2.8 2.4 Media 2.6 2.5 Insurance 2.5 2.5 TV & broadband 2.7 1.8 Insurance 2.5 2.5 Energy 2.3 1.9 Retail 2.5 2.5 TV & broadband 2.5 2.3 Food retail 2.3 2.0 Insurance 2.4 2.3 Bank 2.5 2.5 TV & broadband 2.3 2.3 Bank 2.4 2.4 Energy 2.3 2.3 Bank 1.9 2.1 Consumer products (food) 2.3 2.4 Consumer products (food) 1.9 1.9 Consumer products (food) 1.9 1.4 Energy 1.8 1.8
Digital marketing 2019 2018 E-CRM 2019 2018
Telecom 3.0 2.0 Retail 2.9 2.4 Retail 1.8 1.6 Telecom 2.9 3.1 Insurance 1.7 1.6 TV & broadband 2.8 2.3 Passenger transportation 1.7 1.8 Energy 2.7 2.4 Bank 1.6 1.1 Food retail 2.5 2.4 TV & broadband 1.5 1.3 Media 2.5 2.1 Media 1.4 1.4 Bank 2.5 2.4 Food retail 1.4 1.5 Insurance 2.4 2.4 Energy 1.1 1.5 Passenger transportation 2.4 2.4 Consumer products (food) 0.8 1.2 Consumer products (food) 1.8 1.6
Digital product experience 2019 2018 Mobile 2019 2018
Food retail 3.5 3.2 Food retail 3.5 3.2 Retail 3.5 3.4 Telecom 3.4 3.3 Telecom 3.5 4.0 Bank 3.3 3.3 Passenger transportation 3.4 3.5 Media 3.1 3.4 Bank 3.4 3.6 TV & broadband 3.0 2.9 Insurance 3.2 3.4 Energy 2.9 2.7 Media 3.2 3.4 Insurance 2.7 3.1 TV & broadband 3.1 3.3 Passenger transportation 2.7 2.9 Energy 2.9 3.2 Retail 2.4 2.5 Consumer products (food) 2.8 3.1 Consumer products (food) 2.0 2.0
78 Company rankings
First by total score and then by dimension (highest to lowest), including a comparison with last year.
Total scores 2019 2018 Circle K 2.3 2.0 Norwegian Air Shuttle 1.8 2.4 Flytoget 2.3 2.0 Kitch'n 1.7 N/A Telenor 3.6 3.3 Get 2.3 2.0 Apotek 1 1.7 1.2 Telia 3.4 3.3 Gudbrandsdalen Energi 2.2 N/A Danske Bank 1.6 0.8 FINN.no 3.2 3.3 LOS 2.2 N/A Gjensidige Forsikring 1.6 2.4 Komplett.no 3.2 2.9 Coop Mega 2.2 2.1 TINE Gruppen 1.6 2.4 MENY 3.1 3.0 Boots Apotek 2.2 1.9 POWER 1.6 2.3 Apotek 1 3.1 2.6 Altibox 2.1 2.2 Santander 1.5 1.4 DNB 3.0 2.9 Polaris 2.1 2.0 Coop Mega 1.4 1.7 SAS 3.0 3.0 MTG 2.1 2.5 TV2 Gruppen 1.4 1.0 Gjensidige Forsikring 3.0 2.9 NTE 2.1 N/A Kolonial.no 1.4 1.7 Norwegian Air Shuttle 2.9 3.0 Ruter 2.1 2.1 NRK 1.3 2.5 Kolonial.no 2.9 2.9 Nortura 2.0 2.3 Vitusapotek 1.3 N/A Canal Digital 2.9 2.6 Tibber 2.0 N/A Hurtigruten 1.3 0.4 Elkjøp Norge 2.9 3.0 REMA 1000 2.0 1.9 Nortura 1.2 1.8 Fjellsport.no 2.9 N/A Eika Forsikring 1.9 2.1 Eidsiva Marked 1.2 0.7 VG 2.8 2.4 Orkla Foods 1.8 1.5 Viasat 1.2 1.5 Vinmonopolet 2.8 2.8 Tribe 1.7 2.1 Hafslund Strøm 1.2 2.2 TINE Gruppen 2.8 2.8 Kavli 1.7 1.7 Aftenposten 1.1 1.4 G-Sport 2.8 2.7 Handelsbanken 1.7 N/A MTG 1.1 0.9 SpareBank 1 SMN 2.8 2.7 Formuesforvaltning AS 1.6 N/A Vinmonopolet 1.1 1.8 POWER 2.8 2.8 Synnøve Finden 1.1 1.2 Flytoget 1.0 1.1 Tryg 2.8 2.6 LOS 1.0 N/A SpareBank 1 Østlandet 2.8 2.6 Polaris 1.0 0.5 Storebrand Forsikring 2.8 2.9 Digital marketing 2019 2018 Nordea Bank 0.9 0.6 NSB 2.8 2.8 Eika Gruppen 0.9 0.3 TV2 Gruppen 2.8 2.6 Telenor 4.0 2.6 REMA 1000 0.9 1.2 Nordea Bank 2.8 2.6 Telia 3.2 2.2 Fortum 0.9 N/A SpareBank 1 Forsikring 2.7 2.6 Komplett.no 3.0 2.0 RiksTV 0.9 1.1 Danske Bank 2.7 2.6 SAS 3.0 3.3 Altibox 0.9 0.9 NRK 2.7 2.9 Fjordkraft 2.9 3.2 Circle K 0.7 0.8 BliVakker.no 2.7 N/A Tryg 2.7 1.6 Ruter 0.7 1.2 Widerøes Flyveselskap 2.7 2.6 Bank Norwegian 2.7 0.8 Boots Apotek 0.7 0.3 Aftenposten 2.7 2.5 Canal Digital 2.7 1.7 Amedia 0.6 0.5 OneCall 2.7 N/A SpareBank 1 Forsikring 2.7 1.6 Komplettapotek.no 0.6 0.6 SpareBank 1 SR-Bank 2.7 2.6 ice.no 2.6 1.3 Kavli 0.6 0.7 Kid 2.7 N/A XXL 2.5 2.8 NTE 0.5 N/A XXL 2.7 2.7 Kid 2.4 N/A Lyse Energi 0.5 0.4 IF 2.7 2.7 Sbanken 2.4 0.9 Tibber 0.5 N/A ice.no 2.7 2.5 Storebrand Forsikring 2.3 2.5 Formuesforvaltning AS 0.4 N/A Sbanken 2.6 2.4 Widerøes Flyveselskap 2.2 1.6 Handelsbanken 0.4 N/A Viasat 2.6 2.6 G-Sport 2.2 2.0 Gudbrandsdalen Energi 0.4 N/A Fjordkraft 2.6 2.2 DNB 2.2 2.1 Tribe 0.4 0.7 RiksTV 2.6 2.4 OneCall 2.2 N/A Orkla Foods 0.4 0.5 Kitch'n 2.6 N/A SpareBank 1 SMN 2.2 1.3 Eika Forsikring 0.3 0.5 Vitusapotek 2.6 N/A SpareBank 1 Østlandet 2.2 1.9 Synnøve Finden 0.3 0.6 Dagbladet 2.5 2.4 Fjellsport.no 2.2 N/A Fortum 2.5 N/A FINN.no 2.2 2.9 Komplettapotek.no 2.5 2.2 Elkjøp Norge 2.1 2.2 Digital product experience 2019 2018 Santander 2.5 2.2 SpareBank 1 SR-Bank 2.1 1.4 Hurtigruten 2.4 2.2 NorgesEnergi 2.1 0.9 Komplett.no 4.3 4.0 Eidsiva Marked 2.4 2.3 MENY 2.1 1.9 Telia 4.2 4.1 Lyse Energi 2.4 2.4 BliVakker.no 2.0 N/A Elkjøp Norge 4.1 4.1 Amedia 2.4 2.3 Get 1.9 1.4 Nordea Bank 4.0 3.7 Eika Gruppen 2.4 2.2 Dagbladet 1.9 1.2 Hurtigruten 3.9 3.9 Bank Norwegian 2.3 1.7 NSB 1.8 2.4 POWER 3.8 3.8 NorgesEnergi 2.3 2.0 IF 1.8 1.8 Komplettapotek.no 3.8 3.4 Hafslund Strøm 2.3 2.4 VG 1.8 1.4 Gjensidige Forsikring 3.8 3.6
79 Company rankings (continued)
Norwegian Air Shuttle 3.8 4.0 G-Sport 2.8 3.1 Tibber 2.4 N/A Telenor 3.8 4.3 Get 2.8 3.3 Lyse Energi 2.3 2.2 NRK 3.7 3.8 Tribe 2.7 2.9 NTE 2.3 N/A Vinmonopolet 3.7 3.5 Kavli 2.7 3.1 DNB 2.3 2.0 DNB 3.7 4.1 NTE 2.6 N/A Santander 2.3 1.9 Apotek 1 3.7 3.2 LOS 2.6 N/A SpareBank 1 SMN 2.3 2.5 Coop Mega 3.6 3.2 Altibox 2.6 3.4 SpareBank 1 Østlandet 2.3 2.0 FINN.no 3.6 3.9 OneCall 2.5 N/A SpareBank 1 SR-Bank 2.3 2.5 Amedia 3.6 3.7 Bank Norwegian 2.5 2.3 LOS 2.2 N/A SpareBank 1 Østlandet 3.5 3.9 MTG 2.5 3.2 Tribe 2.2 2.2 SAS 3.5 3.5 Tibber 2.4 N/A Gudbrandsdalen Energi 2.2 N/A SpareBank 1 SR-Bank 3.5 3.8 Synnøve Finden 1.9 2.3 Eika Gruppen 2.2 1.8 TV2 Gruppen 3.5 3.4 Dagbladet 2.2 2.2 Fjellsport.no 3.5 N/A Danske Bank 2.2 2.2 Danske Bank 3.5 3.9 E-commerce 2019 2018 SpareBank 1 Forsikring 2.2 2.2 Canal Digital 3.5 3.5 Fjordkraft 2.1 1.8 Kid 3.5 N/A Vinmonopolet 3.9 3.8 NorgesEnergi 2.1 1.6 ice.no 3.5 3.7 TINE Gruppen 3.8 2.1 Altibox 2.0 1.8 Kitch'n 3.4 N/A Apotek 1 3.7 2.7 ice.no 1.9 2.1 Vitusapotek 3.4 N/A FINN.no 3.6 3.3 Eika Forsikring 1.9 2.3 Kolonial.no 3.4 3.3 POWER 3.6 3.1 Polaris 1.9 1.4 SpareBank 1 SMN 3.4 3.8 Fjellsport.no 3.4 N/A Bank Norwegian 1.8 1.7 Santander 3.4 3.6 MENY 3.4 3.2 Get 1.8 1.6 Storebrand Forsikring 3.4 3.3 Komplettapotek.no 3.3 2.8 MTG 1.8 2.3 MENY 3.4 3.6 Kolonial.no 3.3 3.3 Sbanken 1.7 2.0 REMA 1000 3.4 3.6 Telenor 3.3 2.7 Nortura 1.4 1.4 RiksTV 3.3 3.4 Elkjøp Norge 3.3 3.7 Orkla Foods 1.4 1.2 Eika Gruppen 3.3 3.6 Widerøes Flyveselskap 3.2 2.4 Ruter 1.3 0.6 SpareBank 1 Forsikring 3.3 3.4 G-Sport 3.2 3.2 Kavli 1.3 1.2 Widerøes Flyveselskap 3.3 3.5 Telia 3.1 3.6 Synnøve Finden 1.3 1.2 XXL 3.3 3.2 Hurtigruten 3.1 3.0 Handelsbanken 0.9 N/A Tryg 3.2 3.4 Gjensidige Forsikring 3.1 2.8 Formuesforvaltning AS 0.6 N/A Polaris 3.2 3.5 Vitusapotek 3.1 N/A Coop Mega 0.5 0.3 Boots Apotek 3.2 2.6 Storebrand Forsikring 3.0 3.3 REMA 1000 0.4 0.3 Lyse Energi 3.2 3.4 Kid 3.0 N/A Tibber 2.4 N/A Fjordkraft 3.2 2.8 Aftenposten 3.0 2.0 Synnøve Finden 1.9 1.2 Sbanken 3.2 3.3 VG 3.0 1.0 Viasat 3.2 3.1 BliVakker.no 3.0 N/A BliVakker.no 3.2 N/A Komplett.no 3.0 3.4 E-CRM 2019 2018 NSB 3.2 3.0 Kitch'n 3.0 N/A IF 3.2 3.5 Norwegian Air Shuttle 2.9 2.6 Fjellsport.no 3.5 N/A NorgesEnergi 3.1 3.3 NSB 2.8 2.7 FINN.no 3.5 2.8 Aftenposten 3.1 3.1 XXL 2.8 2.8 G-Sport 3.5 2.3 Nortura 3.1 3.5 Boots Apotek 2.8 2.4 Gjensidige Forsikring 3.4 2.7 TINE Gruppen 3.1 3.5 TV2 Gruppen 2.7 2.6 Viasat 3.3 2.8 Handelsbanken 3.1 N/A Hafslund Strøm 2.7 1.9 MENY 3.3 3.2 Formuesforvaltning AS 3.1 N/A OneCall 2.7 N/A RiksTV 3.3 2.6 Gudbrandsdalen Energi 3.0 N/A Viasat 2.7 3.0 Komplett.no 3.2 2.8 Hafslund Strøm 3.0 3.6 Tryg 2.5 2.3 Fortum 3.2 N/A Orkla Foods 3.0 3.0 Flytoget 2.5 1.1 POWER 3.2 2.6 Eika Forsikring 3.0 3.6 Amedia 2.5 2.0 BliVakker.no 3.2 N/A Ruter 3.0 3.3 IF 2.5 2.3 Telia 3.2 3.4 Flytoget 2.9 3.3 SAS 2.5 2.4 Komplettapotek.no 3.2 2.6 Circle K 2.9 3.5 Fortum 2.5 N/A Kitch'n 3.1 N/A Fortum 2.9 N/A Eidsiva Marked 2.5 2.0 NSB 3.1 3.3 Eidsiva Marked 2.9 3.1 RiksTV 2.4 2.6 Norwegian Air Shuttle 3.1 3.0 Dagbladet 2.9 3.0 Nordea Bank 2.4 2.3 Dagbladet 3.1 2.2 VG 2.9 3.0 Canal Digital 2.4 2.3 DNB 3.1 3.0
80 IF 3.1 2.3 Handelsbanken 1.1 N/A MTG 2.7 3.3 Gudbrandsdalen Energi 3.0 N/A Synnøve Finden 1.0 0.8 Get 2.7 2.5 Telenor 3.0 3.1 Dagbladet 2.6 3.0 Elkjøp Norge 3.0 2.3 NTE 2.5 N/A Lyse Energi 3.0 2.8 Mobile 2019 2018 Hafslund Strøm 2.4 3.2 Apotek 1 2.9 2.5 Polaris 2.4 2.9 OneCall 2.9 N/A Telenor 4.0 3.8 Amedia 2.4 3.4 Tryg 2.9 2.7 Kolonial.no 3.9 3.9 Widerøes Flyveselskap 2.4 3.2 Canal Digital 2.9 2.7 NRK 3.9 3.5 Fjellsport.no 2.1 N/A SAS 2.8 2.4 SpareBank 1 SMN 3.9 3.6 XXL 2.1 2.0 Santander 2.8 2.1 MENY 3.8 3.2 BliVakker.no 2.0 N/A Aftenposten 2.8 2.2 SpareBank 1 SR-Bank 3.8 3.6 Kitch'n 2.0 N/A Kolonial.no 2.8 2.7 SpareBank 1 Østlandet 3.8 3.6 Komplett.no 2.0 2.1 Danske Bank 2.8 2.6 Vinmonopolet 3.8 3.4 Komplettapotek.no 2.0 2.1 VG 2.8 2.3 Danske Bank 3.8 3.5 Boots Apotek 2.0 2.0 Eidsiva Marked 2.8 3.0 DNB 3.8 3.0 Kid 2.0 N/A Bank Norwegian 2.8 2.0 Nordea Bank 3.7 3.7 POWER 2.0 1.9 Hafslund Strøm 2.7 1.9 Apotek 1 3.7 3.6 Kavli 1.9 1.8 NTE 2.7 N/A FINN.no 3.6 4.0 Elkjøp Norge 1.9 2.1 Fjordkraft 2.7 2.1 Fortum 3.5 N/A Nortura 1.9 2.1 SpareBank 1 Østlandet 2.7 1.7 Tibber 3.5 N/A NorgesEnergi 1.8 2.0 Nordea Bank 2.7 2.9 VG 3.4 3.9 Orkla Foods 1.7 1.8 Amedia 2.6 1.8 SpareBank 1 Forsikring 3.4 3.8 Formuesforvaltning AS 1.5 N/A LOS 2.6 N/A Lyse Energi 3.4 3.7 Hurtigruten 1.3 1.5 Sbanken 2.6 2.8 Ruter 3.4 3.4 Synnøve Finden 1.3 1.3 Get 2.6 1.9 Circle K 3.3 3.2 Tribe 1.1 1.8 Vinmonopolet 2.6 2.3 Telia 3.3 3.1 TV2 Gruppen 2.5 2.3 TV2 Gruppen 3.3 3.2 Circle K 2.5 2.5 Aftenposten 3.3 3.7 Social media 2019 2018 NorgesEnergi 2.5 2.4 ice.no 3.3 2.9 Boots Apotek 2.5 2.1 Sbanken 3.3 2.9 DNB 3.8 3.5 Kid 2.5 N/A Gjensidige Forsikring 3.3 3.2 NRK 3.8 3.9 SpareBank 1 SMN 2.4 2.2 Viasat 3.2 3.1 VG 3.7 3.6 ice.no 2.4 2.8 OneCall 3.2 N/A TV2 Gruppen 3.6 3.6 Coop Mega 2.4 2.1 SAS 3.2 3.4 Telenor 3.5 3.4 TINE Gruppen 2.4 2.6 Vitusapotek 3.2 N/A Telia 3.5 3.7 Eika Gruppen 2.3 2.5 Bank Norwegian 3.2 3.2 REMA 1000 3.5 3.1 Formuesforvaltning AS 2.3 N/A Canal Digital 3.1 3.0 Komplett.no 3.5 3.4 Orkla Foods 2.2 0.7 Handelsbanken 3.1 N/A Norwegian Air Shuttle 3.4 3.3 XXL 2.2 2.3 Coop Mega 3.0 2.9 TINE Gruppen 3.3 3.3 SpareBank 1 Forsikring 2.2 2.2 Eidsiva Marked 3.0 2.9 Hurtigruten 3.2 2.9 Tribe 2.2 3.0 Norwegian Air Shuttle 3.0 3.0 Nordea Bank 3.2 3.0 Storebrand Forsikring 2.2 2.4 Altibox 3.0 3.0 MENY 3.1 2.7 MTG 2.1 2.9 RiksTV 3.0 2.7 XXL 3.1 2.8 Ruter 2.1 2.1 NSB 3.0 3.2 MTG 3.1 3.5 Flytoget 2.1 1.9 Fjordkraft 3.0 1.7 Aftenposten 3.1 3.1 Altibox 2.1 1.6 Eika Gruppen 3.0 3.1 Sbanken 3.1 2.9 Nortura 2.0 2.2 TINE Gruppen 3.0 3.0 Canal Digital 3.1 2.1 Vitusapotek 2.0 N/A REMA 1000 2.9 2.7 SpareBank 1 SMN 3.0 2.7 SpareBank 1 SR-Bank 2.0 2.0 LOS 2.9 N/A Widerøes Flyveselskap 3.0 3.0 Widerøes Flyveselskap 1.9 2.0 Storebrand Forsikring 2.9 3.4 RiksTV 3.0 1.9 Polaris 1.9 1.6 G-Sport 2.9 3.3 Altibox 3.0 2.7 Tibber 1.8 N/A Tryg 2.8 3.0 SAS 2.9 3.2 REMA 1000 1.6 1.4 IF 2.8 3.5 Apotek 1 2.9 2.8 Hurtigruten 1.5 1.8 Eika Forsikring 2.8 2.8 Kolonial.no 2.9 2.4 Kavli 1.3 1.5 Santander 2.8 2.6 Dagbladet 2.9 3.0 NRK 1.3 0.8 Gudbrandsdalen Energi 2.8 N/A BliVakker.no 2.9 N/A Eika Forsikring 1.2 1.5 Flytoget 2.7 2.7 Danske Bank 2.8 2.6
81 Eika Gruppen 2.8 2.6 OneCall 2.8 N/A NSB 2.8 2.5 Elkjøp Norge 2.7 3.1 IF 2.7 2.7 Coop Mega 2.7 2.9 Kavli 2.7 2.3 FINN.no 2.7 2.9 Gjensidige Forsikring 2.7 2.6 Storebrand Forsikring 2.7 2.4 Amedia 2.6 2.7 SpareBank 1 Forsikring 2.6 2.6 Viasat 2.6 1.8 Fortum 2.6 N/A Tryg 2.6 2.3 Ruter 2.5 2.7 Polaris 2.4 2.8 Fjellsport.no 2.4 N/A POWER 2.4 2.3 SpareBank 1 Østlandet 2.4 2.8 Flytoget 2.3 1.9 G-Sport 2.3 2.2 Nortura 2.3 2.9 Lyse Energi 2.3 2.7 SpareBank 1 SR-Bank 2.3 2.6 Vitusapotek 2.2 N/A Circle K 2.2 2.0 Eika Forsikring 2.2 2.0 Eidsiva Marked 2.2 2.2 Gudbrandsdalen Energi 2.2 N/A Orkla Foods 2.2 2.4 Kid 2.1 N/A Boots Apotek 2.0 2.1 ice.no 2.0 2.2 NTE 1.9 N/A NorgesEnergi 1.9 1.7 LOS 1.8 N/A Santander 1.8 1.3 Kitch'n 1.8 N/A Komplettapotek.no 1.8 1.8 Get 1.7 0.5 Vinmonopolet 1.7 1.5 Tribe 1.6 1.7 Formuesforvaltning AS 1.6 N/A Handelsbanken 1.5 N/A Hafslund Strøm 1.4 1.4 Tibber 1.2 N/A Synnøve Finden 1.0 1.1 Fjordkraft 1.0 0.7 Bank Norwegian 0.4 0.2
82 Public organizations rankings
First by total score and then by dimension (highest to lowest).
Total scores 2019 E-CRM 2019
Norsk Tipping 77% NSB 75% Posten 71% Skatteetaten 67% NRK 70% NAV 58% NSB 70% Norsk Tipping 56% Skatteetaten 68% Statens vegvesen 53% Statens vegvesen 68% Helsenorge.no 50% Helsenorge.no 63% Oslo kommune 47% NAV 63% Vinmonopolet 47% Oslo kommune 62% Posten 37% Vinmonopolet 58% NRK 19% Politiet 50% Politiet 6% Average 65% Average 47%
Digital precense 2019 Mobile availability 2019
Norsk Tipping 91% NRK 77% Helsenorge.no 87% Vinmonopolet 77% Posten 87% Posten 67% NAV 83% Norsk Tipping 67% Statens vegvesen 83% Statens vegvesen 62% NRK 82% NSB 61% Oslo kommune 79% Oslo kommune 61% Skatteetaten 79% Skatteetaten 60% Politiet 75% Helsenorge.no 53% NSB 65% Politiet 38% Vinmonopolet 37% NAV 34% Average 77% Average 60%
Digital experience 2019 Social media 2019
Posten 90% NRK 82% Norsk Tipping 86% Norsk Tipping 78% NRK 86% NSB 59% Vinmonopolet 85% Posten 57% NSB 83% Statens vegvesen 50% Skatteetaten 77% NAV 50% Statens vegvesen 76% Skatteetaten 45% Oslo kommune 76% Politiet 37% Helsenorge.no 75% Vinmonopolet 36% Politiet 74% Oslo kommune 27% NAV 73% Helsenorge.no 25% Average 80% Average 50%
83 83 BearingPoint helps leading organizations adapt to digitalization
Are you ready to make the most of our increasingly digital world? Do you have what it takes to deal with the many different challenges? We can help you not only survive but thrive —accelerating your success in the digital age.
From how we stay in touch with each other to the ways we develop, deliver, buy, sell, create, consume, share and comment on an endless amount of goods and services, our world is becoming increasingly digital.
It’s a world of big changes and big data. A fast and furious world of social media and cyber threats, of e-commerce and e-competition, of radically new solutions and services. A world where being able to quickly and effectively adapt can make all the difference.
Are you ready to make the most of the great opportunities presented by an ever-more connected world that never sleeps or stands still? Do you have what it takes to deal with the many challenges that come from a world of constant change? We can help you not only survive but thrive —accelerating your success in the digital age. BearingPoint helps leading organizations adapt to digitalization innovation. How, for example, can you turn the challenge of ever-more connected and demanding customers into a winning opportunity? How can you best manage the complexities that lie behind creating and delivering innovative digital services? How can you harness the power of digitalization to minimize your risks? Our dynamic digital world throws up many such critical questions. And to answer these, you need to think and act fast. We can help.
Working closely with you as your trusted partner, we will help you take the right strategic decisions and tactical steps to accelerate your success in the digital age.
84 84 84 “Digital leaders are customer-centric, focused on providing excellent customer journeys. They manage to turn data into value, and they have a digital leadership that ensures the right priorities, capabilities and momentum"
Trygve Wiese-Haugland Head of Digital & Strategy, BearingPoint Norway
85 85 85 Author
Contact us for more information and details about this research, about BearingPoint’s digital transformation capabilities and experiences or to benchmark your company’s digital maturity.
Trygve Wiese-Haugland
Head of Digital & Strategy BearingPoint Norway [email protected]
Oscar Heyden – Senior Business Consultant Vebjørn Kjærvik – Business Consultant Johannes Karlsen – Business Analyst Markus Øverli – Business Analyst Anton Lindahl – Technology Analyst
86
About BearingPoint
BearingPoint is an independent management and technology consultancy with European roots and a global reach. The company operates in three units: Consulting, Solutions and Ventures. Consulting covers the advisory business; Solutions provides the tools for successful digital transformation, regulatory technology and advanced analytics; Ventures drives the financing and development of start-ups. BearingPoint’s clients include many of the world’s leading companies and organizations. The firm has a global consulting network with more than 10,000 people and supports clients in over 75 countries, engaging with them to achieve measurable and sustainable success.
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