CEM 2023:
Sokos Hotels tops the CEM Benchmark in Finland once again

According to the results, the Finnish organisations that responded to the survey are at a lower level in customer experience management overall than last year and the year before.

This is despite the fact that two of the respondent organisations (2%) reached the highest maturity level (Visionary) of the overall score this year. A quarter (25%) of the respondents reached the second highest level (Executive) (2021: 26%, 2020: 29%).

In total, 51% of the respondents rose to the second lowest (Apprentice) level (2021: 54%, 2020: 59%). A larger share, slightly more than a fifth (21%) of the respondents, was now at the lowest (Survivor) level (2021: 14%, 2020: 12%). On average, the Shirute Customer Experience Management Index(R) score of Finnish organisations is now 52 (scale 0-100) (2021: 55, 2020: 53).

Based on the study results, Finnish organisations still strongly believe they deliver good customer experiences. However, there is less willingness to be a trendsetter in the industry than before.

A total of 64% of respondents believe that they offer better customer experiences compared to their competitors (2023: 64%/ 2021: 70% / 2020: 72%/ 2019: 76%/ 2018: 61%/ 2017: 68%/ 2016: 63%/ 2015: 83% / 2014: 68%/ 2013: 84%).

The organisations’ goals are high, even though there has been a clear drop compared to previous years. Almost nine out of ten want to differentiate themselves from other competitors in their industry by developing customer experiences (2023: 87% / 2021: 91% / 2020: 97%/ 2019: 93%/ 2018: 90%/ 2017: 89%/ 2016: 95%/ 2015: 64%/ 2014: 70%/ 2013: 88%). However, only less than a tenth now aim for cross-sector differentiation (2023: 9%/ 2021: 18%/ 2020: 23%/ 2019: 27%/ 2018: 23%/ 2017: 30%/ 2016: 31%/ 2015: 27%/ 2014: 27%/ 2013: 9%).

The investments made in customer experience management are visible in concrete business figures but in the minds of fewer people than before.

Still, 65% of respondents (2023: 65%/ 2021: 72%/ 2020: 79%/ 2019: 76%/ 2018: 81%/ 2017: 85%/ 2016: 89%/ 2015: 88%/ 2014: 81% / 2013: 77%) feel that activities related to customer experience management have had a positive impact on the results of their organisation during the past year.

The organisations that responded to the study have recognised the strategic importance of customer experience management in their business.

All in all, 92% of the organisations say that customer thinking can be found in the strategy (2023: 92%/ 2021: 93%/ 2020: 98%/ 2019: 96%/ 2018: 93%/ 2017: 94%/ 2016: 93%/ 2015: 88%/ 2014: 95%/ 2013: 98%).

In clearly fewer respondent organisations (57%), CX is one of the main strategic goals for the organisation this year (2023: 57%/2021: 68%/ 2020: 66%/ 2019: 71%/ 2018: 61%/ 2017: 61%/ 2016: 70 %/ 2015: 58%/ 2014: 61%/ 2013: 53%).

More than half have their own budget for customer experience management – six out of ten plan to increase investments.

More than half of the organisations (2023: 61%/ 2021: 58%/ 2020: 63%/ 2019: 53%/ 2018: 48%/ 2017: 56%/ 2016: 49%/ 2015: 49%/ 2015: 47%/ 2014 : 48%/ 2013: 49%) already have or are considering a dedicated budget for customer experience management. A dedicated budget is planned in slightly less than a tenth (9%) of the respondent organisations, while last year, the corresponding figure was 12% (2023: 9%/ 2021: 12%/ 2020 8%/ 2019: 13%/ 2018: 16%/ 2017: 11%/ 2016: 12%/ 2015: 19%/ 2014: 21%/ 2013: 18%). More than half (52%) of the respondent organisations have a dedicated budget (2021: 46%/ 2020: 58%) for CX development.

Six out of ten say that the organisation plans to invest more in CX development projects in the next 12 months (2023: 60%/ 2021: 67%/ 2020: 75%/ 2019: 73%/ 2018: 73%/ 2017: 74%/ 2016: 82%/ 2015 : 68%/ 2014: 74%/ 2013: 59%). Only a fifth (2023: 20%/ 2021: 25%/ 2020: 32%) plans to invest significantly more in the next 12 months.

The number of CX development projects has increased significantly since last year.

This year, up to 77% of the respondents report that their organisations are currently working on a lot CX development projects (2023: 77%/2021: 63%/ 2020: 87%/ 2019: 88%/ 2018: 62%/ 2017: 88%/ 2016 : 77%). However, this number is still not at the pre-Covid level.

According to 53% of respondents (2021: 67%/ 2020: 56%), CX development is carried out in a coordinated manner. However, almost four out of ten respondent organisations (35%) have not appointed a CX leader responsible for the development of customer experiences (2021: 33%).

The average size of the teams appointed to develop customer experiences has decreased since last year.

The most common team size is 1 to 2 full-time CX developers, now in 28% of organisations (2023: 1-2 /2021: 3-5 /2020: 3-5/ 2019: 1-2 / 2018: 1-2 / 2017 : 3-5/2016: 1-2).

Most of the respondent organisations (66%) have a unit or team responsible for developing customer experiences (2021: 58%/ 2020: 71%). The number of CX leaders responsible for CX development has continued to decrease in several organisations. Now 65% of organisations have an appointed CX manager (2021: 67%).

CEM Benchmark Finland 2023 (TOP 10):

1. Sokos Hotels

2. Elisa

3. Fennia

4. DNA

4. Verkkokauppa.com

6. Elo

7. Pohjola Vakuutus

8. Fortum

8. Port of Helsinki

8. Vaisala