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Digital Leaders in Norway 2019

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Digital Leaders in Norway 2019 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
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