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Digital Leaders in Sweden 2020 This study assesses 84 leading Swedish companies’ digital maturity across four dimensions: digital marketing, digital product experience, e-commerce and e-CRM. www.bearingpoint.se digitalleaders.bearingpoint.com/sweden
Editorial
The digital maturity of Swedish industries and companies has increased since last
year. This is a clear trend even if the magnitude of the increase differs, and there are
interesting changes in the top placements.
Analytical insights and cultural change are essential areas for
Table of content future digital leaders to focus on.
Editorial. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 The launch of our fifth Digital Leaders Organizations that are capable of Our experience of working with hundreds
Research summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Study in Sweden comes at a critical time leveraging analytics and driving cultural of organizations on their digital
Key findings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 for businesses, as many do not feel they change to manage the overwhelming transformation indicates that digital
have the right priorities, data and, maybe complexity of data and digital leaders have the following in common:
Trends. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
even more importantly, the leadership transformation will be the digital leaders
Successful companies. . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 capabilities needed to set goals and make of the future.
• They set a vision, goals and know
their processes.
their digital transformation journey a
Dimensions of digitalization success. Achieving analytical excellence is not • They know their customers, and the
Digital marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 easy. This is because it involves changes customer experience is optimized
Digital product experience. . . . . . . . . . . . . . . . . . . . . . . . 16 The fast pace of development means in every aspect of an organization – from throughout the customer journey.
E-commerce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 that speed is critical, and companies customer touchpoints through employee • They have priorities, a focus and
that have previously been digital leaders mindsets to technological capabilities momentum.
E-CRM. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
risk falling behind if they do not keep up – including business and IT strategy, • Innovation is evident throughout
their momentum. In this year’s study, organizational structure, data and the organization, not just in
Industries
some of the digital leaders in previous processes. products.
Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 years have lost ground and fallen behind
Telecom B2C. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 their peers. This is not because they have Introducing data-driven ways of working
• They generate valuable insights
based on data analytics.
Energy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 done something wrong; it is just because requires much more than tools and
they have not been doing things fast technologies. In fact, the greatest • They have a digital culture that
Food retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 includes digital talent and agile
enough or perhaps more slowly than the challenge is often to adapt the business
Telecom B2B. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 processes and goals. This is why analytics leadership.
competition.
Retail. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 initiatives, from dashboards to machine
We believe that with the right customer-
Bank. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Overall, Swedish companies have again learning, should always be designed with
increased their digital maturity compared concrete business goals in mind and a centric mindset, vision, agile leadership
Insurance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
to previous years, and are now really close clear understanding of how business and use of data analytics, Swedish
Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 companies will have a bright future
to a good grade. The result is encouraging processes should be adapted to leverage
Passenger transportation. . . . . . . . . . . . . . . . . . . . . . . . . 34 but should still be seen as a call to action. the new insights. and a chance to become global digital
Manufacturing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Changes need to happen now and quickly. leaders. However, lukewarm attempts at
digitalization will not help them make the
Consumer products (food). . . . . . . . . . . . . . . . . . . . . . . . 36 Digital transformation also requires
It may seem surprising that Swedish strong leadership to drive this change. necessary leap. A true commitment to
new customer demands, new goals and
Summary companies only receive a sufficient score Organizations should not simply ignore
in our study. Investments and resources the absence of genuine agile digital actions based on data-driven decisions
What could Swedish companies learn from global by an agile leadership team and a digital
front-runners. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 have been spent on improvements, but leadership, however; they must recognize
they have not necessarily led to successful that finding and developing the right culture are essential parts.
BearingPoint on digital customer management. . . . 42
transformations so far. Some answers can talent is truly difficult. In a continually
Contact. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 be found in legacy technology and data, changing competitive environment, Louise von Blixen-Finecke
which are causing problems. It is difficult leaders constantly face new challenges Partner, Digital & Strategy
for organizations to adapt to the fast pace and must adapt both the organization BearingPoint Sweden
Appendices
of technology innovation (such as artificial and their leadership style to this new
Objectives and study sample. . . . . . . . . . . . . . . . . . . . . . 46
intelligence, the Internet of Things and digital environment. To meet these
All rankings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 automation). challenges successfully, leaders require
new skills and capabilities that they have
not needed in the same way in the past.
2 3
Industry ranking
5 Outstanding
Research summary 4
3
Very good
Good
3.24 3.18 3.16 3.13 3.12 3.05
2.92 2.84 2.82 2.78
2 Sufficient
2.33
1 Poor
The overall digital maturity level of Swedish companies has increased since
last year, and the industries seem to understand the importance of, and 0 Failed
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In order for our Digital Leaders Study to remain relevant as Looking at the industry ranking, many changes have occurred Swedish companies’ best performance overall can be seen in
digitalization progresses, we update the research framework every since last year. The previous industry leader, telecom B2B, has digital product experience and e-commerce, which both result in a
year. This year, we have included more structural updates than dropped three positions to fourth place. Telecom B2C takes its good grade. In digital product experience, the digital maturity of
Top five companies
in previous years. For example, social media, which is an integral place as industry leader, climbing from second place last year. the market leads to an overall score as high as 3.64. This is a result
part of most companies’ digital marketing, is now included in the Its strengths are in digital product experience, largely thanks to of Swedish companies focusing their efforts on good functionality Company 2020 2019
digital marketing dimension instead of being a separate entity. strong efforts within functionality on different platforms, and and design and mobile website and applications. The industry
e-CRM. The biggest climber, however, is the energy industry, that does the best work in this area is telecom B2C, which is also 1. Electrolux 3.51 3.19
Similar changes have been made to the mobile dimension. It finishing second after last year’s fifth place. Looking at the bottom the overall leader of the industries. Looking at e-commerce, there 2. Apoteket 3.49 3.07
has become increasingly necessary for companies to ensure positions among the industries, little has changed. Consumer is a bigger variation in digital maturity than for digital product 3. Länsförsäkringar 3.46 2.82
that their websites can function on a variety of devices and products was the industry struggling most with digitalization experience. The variation is caused by how different industries 4. Com Hem 3.45 3.00
platforms. The mobile experience is therefore no longer a special last year, and it again comes last in this year’s study. The same connect and sell to their customers. In short, B2B companies
5. Systembolaget 3.45 2.84
case. Categories that were previously included within the mobile can be seen in the second-last position, which is occupied by the perform worse than B2C companies. Focusing on the strengths
dimension have therefore been moved, primarily to the digital manufacturing industry, although it has increased its score by as in the dimension instead, product presentation needs to be
experience dimension. much as 0.42 to close in on the next position. mentioned, where companies are very close to an overall grade
of very good. The company with the highest score in e-commerce
In order to be able to fairly compare the 2020 results with 2019, Changing focus to the top companies in the study, the strongest is Electrolux, and second Apoteket, which are the same first and
we have recalculated the 2019 results in this report (grades only, conclusion is that all of the top five companies have very similar second places as in the overall company ranking.
not ranking) to the new structure and updated criteria. scores, ranging from 3.45 to 3.51. Electrolux is the company
with the highest score in the study, even though it belongs to The dimension where companies receive the lowest mark by far Performance by dimension
For every year that we have conducted this research, it has manufacturing, one of the bottom two industries. In other is digital marketing, which also had the lowest scores last year.
become more natural for companies to adapt digitalization words, there is a big variation in digital maturity for companies This is a key dimension in enabling digitalization, as it shows
into their businesses, and this year is no exception. Since last in manufacturing. Electrolux’s great result is largely thanks to companies’ potential to reach out to customers. However, Swedish Digtal marketing 2.03 (+0.44)
year, there is a clear trend showing that the grade for Swedish its improvement in e-commerce, where it has upgraded its companies barely score a sufficient grade (2.03), and the highest Digital product 3.64 (+0.35)
experience
industries has increased, even though the magnitude of the purchasing process, and digital product experience, which is better industry average score is media with only 2.28. These scores
E-commerce 3.18 (+0.11)
increase differs. In fact, for one industry the grade has even thanks to its investment in content and company information, are an increase on last year, but much more effort is needed to
decreased. It can still be concluded, however, that Swedish mobile website and mobile application. In second place is reach similar levels as the other dimensions. All categories in E-CRM 2.98 (+0.05)
companies take digitalization seriously and work hard to Apoteket from the retail industry, which has increased its score a the dimension need improvement, although two of the most
continuously improve in this respect. lot from last year. Like Electrolux, it scores highly in e-commerce important focus areas are display advertising and search engine
and digital product experience. An interesting observation is that marketing. In general, there are a lot of opportunities in digital
This year, Swedish companies receive on average a sufficient none of the companies in the top five this year was in the top five marketing for Swedish companies in the future.
grade (2.96), just below good (3.00). This score is an improvement last year. Consequently, the race is tight to be top of the list.
on last year’s result of 2.68.
4 5Key findings Companies understand the importance of mobile with almost all websites being optimized for
mobile and more than 80% of companies providing mobile applications.
Click and collect penetration is only at 60% indicating that many companies need to continue
Percentages indicate the share of the evaluated companies that are utilizing
bridging brick-and-mortar with online channels.
the listed categories as part of their digital customer interface.
Digital marketing E-commerce
Cross-linking 86% Product availability 97%
Pay per click 42% Click and collect 59%
Retargeted advertising 24% Fast-delivery option 51%
Affiliate marketing 6% Chat service as sales support 43%
Facebook 100% Cross-selling 28%
YouTube 100%
Instagram 91%
Twitter 89%
Digital product experience E-CRM
Detailed product/services data 100% FAQs 83%
Mobile-optimized sites 96% Customer loyalty programs 75%
iOS applications (iPhone, not iOS in general) 85% Real-time chat service 52%
Android applications 83% Customers are able to give feedback online 48%
Content sharing via social media 75% Call-back services 12%
Promotion campaigns on the website 65%
Product comparisons 58%
iPad applications 49%
Product reviews 15%
Integration with social media 11% Only half of the companies utilize live chat in their sales support.
6 7Trends
The percentages indicate the share of the evaluated companies that Upselling is used more often as part of the companies’
are utilizing the listed categories as part of their digital customer sales processes.
interface for a three-year time period.
21% 38% 51%
2018 2019 2020
Affiliate marketing is continuing to decrease. More companies are now offering several delivery options.
71% 65% 83%
28% 9% 6%
2018 2019 2020 2018 2019 2020
There is a significant increase in sharing content through Using real-time chat services is continuing to increase.
social media.
12% 27% 75% 38% 48% 52%
2018 2019 2020 2018 2019 2020
Fewer companies are now offering free delivery services Customer loyalty programs continue to increase.
than in 2019.
48% 66% 55% 49% 63% 75%
2018 2019 2020 2018 2019 2020
8 9Successful companies
Digital marketing Digital product E-commerce E-CRM
experience
2.03 3.64 3.18 2.98
Swedish companies receive a sufficient Digital product experience is the Swedish companies show a large variety Swedish companies receive a sufficient
grade (2.03) in digital marketing. dimension where Swedish companies of digital maturity within e-commerce, but very close to good grade (2.98)
This is the weakest performance in perform the best with a high score in although they receive a good grade in the e-CRM dimension in this year’s
any dimension. Companies clearly this year’s study (3.64). Almost every (3.18) on average. The dimension has study, but there is much variation in
struggle with digital marketing even if company receives a good grade or higher. improved slightly compared to last year the companies’ grades. Overall, e-CRM
improvements have been made since Even though this was also the best- and the best-performing industry is has barely improved since last year and
last year. performing dimension in last year’s study, retail (3.36). several industries fail to do better in this
companies have improved even further, dimension.
which is promising.
The leading Swedish company in The leading Swedish company in e-CRM is:
The leading Swedish company in digital The leading Swedish company in digital product
experience is: e-commerce is:
marketing is:
Com Hem (3.29) Nordea (4.29) Electrolux (4.46) Systembolaget (4.47)
10 11Dimensions of
digitalization
The digital leaders research framework is updated every year
to follow and reflect the digital development. This year is no
exception and includes some more comprehensive structural
changes where the former social media dimensionis moved
into digital marketing, and mobile dimension is moved
primarily into digital product experience.
12 13Digital marketing
Swedish companies receive a sufficient (2.03) grade in digital marketing but Top 10 companies Digital leader
improvements are needed. The media industry performs best with a strong
2020 2019 The best-performing company in the digital
focus on display advertising and search engine marketing.
marketing dimension is:
1. Com Hem 3.29 1.83
On average, Swedish companies’ ability Media (2.28) is the best-performing 2. Avanza Bank 3.09 2.23 Com Hem (3.29)
within digital marketing is measured at industry in the digital marketing The assessment is based on 3. Stena Line 3.08 1.96
sufficient with an average score of 2.03. dimension. The industry has made a big a company’s ability to reach Com Hem is the highest-ranked company in digital
4. Spotify 3.04 1.28
The overall score indicates that Swedish improvement since last year, where it potential customers and to marketing in this year’s survey, thanks to a great
lead them to the company 5. Länsförsäkringar 2.80 2.20 improvement since last year. In addition, Com Hem is
companies are struggling to realize the came eighth, and its enhancement results
potential of digital marketing, and that in a shift of the leading industry in this websites with the help of display 6. If 2.79 2.51 placed fourth overall. The top placing is based on an
many firms would benefit from improving dimension. Telecom B2B and telecom advertising, search engine 7. SJ 2.72 2.72 increase in display advertising on external websites
their digital marketing strategies. Digital B2C are still in the top three. Alarmingly, marketing, own media, the use and in digital media and improved search engine
8. Coop 2.66 1.67
marketing is the dimension where these two industries’ digital marketing of social media and website optimization. Com Hem also uses website integration
9. Stadium 2.62 2.18 in an effective way.
Swedish companies perform worst. grades have decreased since last year, in integration.
However, a significant improvement has contrast to the other industries, where the 10. Byggmax 2.61 1.78
been made in the dimension overall since grades have improved. Manufacturing • Display advertising
last year. has made the biggest improvement, even • Search engine marketing
though the industry is ranked last in this
• Affiliate marketing
Digital marketing is a key dimension year’s study. In this year’s survey, nine of
• Own media
in enabling digitalization, as it shows
companies’ possibilities to reach potential
11 industries receive a sufficient grade in
digital marketing. The improvements in • Facebook Performance by industry
customers. It is also important because every industry except telecom show that • Twitter
digital marketing helps companies stand companies tend to focus more on digital • Youtube Media 2.28 +0.76
out and compete with other companies marketing now than before. Nevertheless,
for customers’ attention and time. Even the efforts need to increase.
• Instagram Telecom B2B 2.28 -0.47
though the issues have been discussed, • Website integration Telecom B2C 2.19 -0.43
companies do not seem to focus enough The company with the highest score in Energy 2.17 +0.62
on digital marketing. Every category in digital marketing is Com Hem (3.29). It Passenger Transportation 2.17 +0.35
the digital marketing dimension needs has made great improvements since last Insurance 2.14 +0.13
improvements but display advertising and year’s survey. These are due to an increase
Food Retail 2.14 +0.82
search engine marketing are particularly in display advertising on external websites
important categories in digital marketing and digital media and improved search Retail 2.08 +0.37
and essential to fulfill for companies engine optimization. The grade in digital Bank 2.01 +0.31
aiming to reach a higher score. The marketing varies a lot from the top to the Manufacturing 1.75 +0.93
occurrence of the two categories differs a bottom companies. Consumer Products (Food) 1.54 +0.55
lot between industries.
Average 2.03 +0.44
0 1 2 3 4 5
Failed Poor Sufficient Good Very good Outstanding
14 15Digital product
experience
For several consecutive years, Swedish companies have received their highest Top 10 companies Digital leader
results in digital product experience. Nevertheless, there is still potential for
2020 2019 The best-performing company in the digital product
improvement, and companies are seeking to further improve in the dimension.
experience dimension is:
1. Nordea 4.29 3.46
Digital product experience is the in the dimension, but especially within 2. Telenor B2C 4.28 3.42 Nordea (4.29)
dimension where Swedish companies functionality and design and in content Evaluates the company desktop 3. Electrolux 4.20 3.70
perform best and score highest for their and company information. Apart from and mobile website functionality, Nordea is the best-performing company in digital
4. H&M 4.20 3.84
digital maturity (3.64). The dimension the top-placed industries, insurance (3.43) design and content, especially product experience. It has made a great improvement
from the aspects of product and 5. IKEA 4.09 3.87 overall in digital product experience, and in particular
has improved since last year and remains has made the biggest improvement since
ahead of all others. Swedish companies last year. brand experience. 6. Husqvarna 4.09 3.49 within the content and company information, product
tend to value a good digital product 7. Clas Ohlson 4.07 3.89 store and information, mobile website and mobile
experience, which is important for Nordea performs best of all companies in • Functionality and design 8. Tele2 B2C 4.06 3.60
application categories.
customers to get a good impression of the the digital product experience dimension • Content and company 9. Telenor B2B 4.05 3.72
company and its products. with a score of 4.29. Nordea has made a information
significant improvement in digital product 10. Handelsbanken 4.05 3.36
• Product and store
On average, digital product experience experience since last year, when it came
information
receives a good grade, and further 31st. Improvements have been made in
improvements opportunities exist to the content and company information, • Mobile website
strengthen its digital position. Swedish product store and information, mobile • Mobile applications
companies’ digital product experience
is focused on good functionality and
website and mobile application
categories. Compared with last year,
Performance by industry
design, mobile website and applications. A where no company received a very good
functional and appealing mobile website grade, 14 firms have improved this year Telecom B2C 4.04 +0.56
and application are important, since 49 to gain that grade. Telenor B2C places
Telecom B2B 3.95 +0.24
percent of online shoppers in Sweden second (4.28) and Electrolux third (4.20).
use their mobile phone when purchasing Both companies have made big efforts to Food retail 3.77 +0.18
online, and this figure will increase, improve their digital product experience. Bank 3.75 +0.41
according to PostNord1. However, more Manufacturing 3.70 +0.49
efforts are needed within content and
Retail 3.69 +0.28
company information and product and
Energy 3.64 +0.27
store information.
Passenger transportation 3.43 +0.20
Telecom B2C is the industry with the Insurance 3.43 +0.58
highest average score in this dimension
Media 3.35 +0.26
(4.04). Telecom B2C is the only industry
Consumer products (food) 3.20 +0.23
with a very good grade on average. Right
behind telecom B2C comes telecom Average 3.64 +0.35
B2B (3.95). The top-placed industries 0 1 2 3 4 5
Failed Poor Sufficient Good Very good Outstanding
perform well overall in every category
16 1) e-barometern Q2 2019, PostNord, Svensk Digital Handel och HUI Research, 2019, http://pages.postnord.com/rs/184-XFT-949/images/E-barometern_Q2_2019.pdf 17E-commerce
E-commerce is of great importance for companies, and it receives the second- Top 10 companies Digital leader
highest score in this year’s study. Most companies receive a good grade in
2020 2019 The best-performing company in the e-commerce
e-commerce, but the maturity level varies considerably within the dimension. dimension is:
1. Electrolux 4.46 3.92
E-commerce is the second-best dimension are food retail (3.50) and energy (3.49). 2. Apoteket 4.34 3.81 Electrolux (4.46)
for Swedish companies, which receive a The biggest improvement since last year is Evaluates the company’s ability to 3. Scania 4.08 3.98
Electrolux is the leading Swedish company in
good grade (3.18) overall. E-commerce the bank industry (3.26). It has improved sell via digital channels, especially 4. Kronans Apotek 4.07 3.90
e-commerce, receiving a very good grade (4.46). The
is a vital component in today’s digital in all categories in the dimension and from the aspects of product
5. Volvo Cars 4.02 4.06 improvement is primarily the result of a new online
landscape and companies need to adapt, rearrangements within the categories presentation, purchasing process
6. NetOnNet 4.02 3.75 checkout for new customers, thereby increasing the
but also understand the challenges and have benefitted the bank industry. and sales support.
7. Elgiganten 4.00 4.01 grade for the purchasing process. Electrolux also
opportunities in e-commerce. However,
scores highly based on its product presentation. It
the maturity level and performance vary The company with the highest grade in • Product presentation 8. Apotek Hjärtat 4.00 3.60
fails to attain a very good grade within the sales
a lot between industries. The big variance e-commerce is Electrolux (4.46), which • Purchasing process 9. Kjell & Co 3.95 3.69 support category, so it would benefit the company to
is caused by how the different industries has climbed from fifth place last year
• Sales support 10. Nordea 3.93 2.71 improve here.
connect and sell to their customers. In to now receive a very good grade in the
general, B2B companies perform worse dimension. The significant improvement
than B2C companies. Nevertheless, is down to a refined purchasing process,
e-commerce needs to be considered where Electrolux has added online
for all companies, as 70 percent of the checkout features for new customers.
population in Sweden make purchases
online.
Second is Apoteket, which has improved
its sales support resulting in a higher
Performance by industry
grade in e-commerce.
The companies’ strongest area within Retail 3.63 +0.01
e-commerce is product presentation, in Eight companies have improved and
Food retail 3.50 +0.12
which the score almost reaches a very receive a very good grade in e-commerce.
Energy 3.49 +0.43
good grade overall. The purchasing However, the range of grades varies and
process receives a good grade, while some companies almost receive the grade Insurance 3.31 +0.40
sales support gets sufficient overall. Even fail in the dimension. Manufacturing 3.29 +0.01
though companies should improve their Bank 3.26 +0.49
sales support, improvements are needed
Telecom B2C 3.03 +/-0
overall in the dimension.
Media 2.91 +0.09
Retail is the industry that performs Telecom B2B 2.64 -0.34
best in e-commerce overall (3.63), even Passenger transportation 2.40 -0.27
though it has barely improved since last Consumer products (food) 2.36 +0.13
year. Retail’s result is based on a very
Average 3.18 +0.11
good product presentation. The industry
could focus more on its sales support to 0 1 2 3 4 5
Failed Poor Sufficient Good Very good Outstanding
improve even further. Right behind retail
18 2) e-barometern Q2 2019, PostNord, Svensk Digital Handel och HUI Research, 2019, http://pages.postnord.com/rs/184-XFT-949/images/E-barometern_Q2_2019.pdf 19E-CRM
Swedish companies attain a sufficient grade, very close to good (2.98), in Top 10 companies Digital leader
e-CRM overall. Even though the overall score has improved slightly since last
2020 2019 The best-performing company in the e-CRM
year, however, the grade has worsened for many industries. dimension is:
1. Systembolaget 4.47 3.32
E-CRM is the third-placed dimension for the biggest industry improvement; several 2. Telia Company B2B 4.33 3.37 Systembolaget (4.47)
Swedish companies, with an average other industries have failed to improve, Evaluates the company’s ability to 3. E.ON 4.19 3.82
Systembolaget is the company that performs best in
score of 2.98. In other words, Swedish however, and have even received worse maintain and expand its customer 4. Telia Company B2C 4.18 2.95
e-CRM. It receives a very good grade (4.47) climbing
companies almost receive a good grades. No industry receives a very good relationships in digital channels
5. Tele2 B2C 4.00 4.18 from 23rd place last year. The improved performance
grade. The e-CRM dimension has barely grade in e-CRM. including customer service, cross-
6. Marginalen Bank 3.94 3.65 (+1.15) is the result of improvements in customer
improved overall since last year, and five selling, customer engagement
7. Vattenfall 3.82 3.41 service and customership. For example, a new
of the 11 industries receive a worse grade Even though telecom B2C is the industry and personalization.
FAQ has been added on its website to improve its
than last time. This trend seems to show leader in e-CRM, the company leader 8. Com Hem 3.80 3.81
customer service score.
that companies are putting less effort into comes from the fourth industry, food • Customer service 9. Telenor B2C 3.73 3.12
their e-CRM work. retail. The best-performing company in • Direct marketing and 10. SBAB Bank 3.68 3.33
e-CRM is Systembolaget, scoring 4.47. loyalty
Overall, the companies fail to reach Mainly, Systembolaget has improved its
• Personalization and
a good grade in e-CRM in two of the customer service and customership. The
involvement
three categories. They perform best improvements see Systembolaget climb
within customership, with a score of from 23rd place last year to first place in
3.52. This means that they fall behind
and only receive a sufficient grade in
this year’s study.
Performance by industry
the categories of customer service and Most companies receive a good grade in
personalization and involvement. Today’s this year’s study, but the grades vary a lot Telecom B2C 3.80 +0.52
digital landscape requires companies to between the companies. Overall, Swedish Energy 3.74 +0.51
have a well-functioning e-CRM online. companies need to improve their efforts
Telecom B2B 3.58 +0.33
And digital customer relationships are in e-CRM to not fall behind in digital
moving into omni channels, which means maturity. Food retail 3.32 +0.20
companies face new challenges but also Passenger transportation 3.28 -0.08
opportunities. Consequently, companies Bank 3.24 -0.01
cannot afford to fall behind their
Retail 3.22 +0.24
competitors.
Media 3.21 +0.11
Telecom B2C is the best-performing Insurance 2.76 -0.18
industry in e-CRM, scoring 3.80 and Manufacturing 2.02 -0.20
improving from second to first place this Consumer products (food) 1.84 -0.41
year. The industry receives a very good
Average 2.98 +0.05
grade in personalization and involvement,
but only good within customer service and 0 1 2 3 4 5
Failed Poor Sufficient Good Very good Outstanding
customership. Telecom B2C has made
20 21Industries
Looking at the industry ranking from a five-year perspective,
it is interesting to see how food retail has successfully
progressed from 8th place five years ago to third place this
year. 2020 is also the first year that telecom B2B is not
in the top two, and when bank and insurance breaks the
downward trend and both moves two placements up in the
industry ranking.
22 23Industry summary
With a sufficient score (2.96) overall, the grade for Swedish industries Top 5 performing companies Digital leader by dimension
remains the same, although it is approaching the good grade. This positive Electrolux
2020 2019
development comes with trending improvements for most of the industries
in several dimensions, but with some industries stagnating or worsening their 1. Electrolux 3.51 3.19 Digital marketing 2.37 +0.45
performance in up to three dimensions. 2. Apoteket 3.49 3.07 Digital product
4.20 +0.50
experience
3. Länsförsäkringar 3.46 2.82
E-Commerce 4.46 +0.54
4. Com Hem 3.45 3.00
Swedish industries have performed relatively well in this year’s year. Telecom B2B is not far behind with a score of 3.95, almost E-CRM 2.90 -0,69
5. Systembolaget 3.45 2.84
study, with an improved performance across all dimensions, achieving a very good grade. Both these top-placed industries
although of different magnitudes. The best industry in this perform especially well within functionality and design and
year’s study is telecom B2C (3.24). With improvements in two content and company information.
dimensions, stagnation in one and a deterioration in one, telecom
B2C takes first place in the industry ranking this year, largely A less positive trend is shown when it comes to e-CRM, a
thanks to its strengths within product experience and e-CRM. dimension on which the industries do not seem to focus their
Not far behind in second place is the energy industry (3.18). This efforts. Five of the 11 industries in the study receive a lower score
industry has had a strong focus on digital product experience this in e-CRM this year. The overall score, however, has improved Performance by industry Performance by digital dimension
year, but it has also made great improvements in every dimension, slightly, thanks to the industries that have had a high increase in
which have paid off. Third in the ranking comes the food retail this dimension.
2020 2019
industry (3.16), which has made steady improvements in every
dimension. The biggest improvement for food retail can be seen Regardless of the instability in the e-CRM dimension, the overall
1. Telecom B2C 3.24 3.10 Digital marketing 2.03 +0.44
in digital marketing, which, in general, is the dimension with the score for Swedish industries has continued to increase. Since
lowest scores. last year’s survey, it has moved toward a higher grade, even if 2. Energy 3.18 2.74 Digital product 3.64 +0.35
experience
it fell short of good. Instead, the score of 2.96 gives Swedish 3. Food Retail 3.16 2.80
E-Commerce 3.18 +0.11
A trend in this year’s study is an improvement in digital product industries a sufficient grade. Nevertheless, the increase in score 4. Telecom B2B 3.13 3.21
experience, a dimension where Sweden’s industries have been is very positive, and with greater effort from the companies, this 5. Retail 3.12 2.88 E-CRM 2.98 +0.05
performing well for several years. Even so, every industry has emerging development should continue. There are good reasons
6. Bank 3.05 2.72
improved its score this year as well, leading to an overall score as to expect an improved result next year, finally attaining a good
high as 3.64. The leading industry in this dimension is telecom grade. 7. Insurance 2.92 2.63
B2C with a very good grade (4.04), improving its score from last 8. Media 2.84 2.57
9. Passenger Transportation 2.82 2.71
10. Manufacturing 2.78 2.36
11. Consumer Products (food) 2.33 2.12
24 25Telecom B2C 3.24
Energy 3.18
Telecom B2C (3.24) is the highest-ranking industry in this year’s study, with Energy is placed second in the industry ranking with a strong performance in
continuing improvements to its strong digital dimensions. To receive a grade the digital product experience dimension. The energy industry has made great
higher than good, however, telecom B2C companies need to improve its improvements resulting in a good grade.
efforts in all four dimensions, especially in digital marketing.
The Swedish companies within telecom B2C continue to receive a Performance by dimension The energy industry has made improvements in all four Performance by dimension
high score, being the industry with the highest grade in this year’s dimensions, resulting in an improved score (3.18). The industry
study. In the digital product experience dimension, companies has gone from fifth place last year to second in this year’s study.
within the industry attain a very good grade (4.04), and good The improvement gives the energy industry a good score, with
within the e-CRM (3.80) and e-commerce (3.03) dimensions. 2.19 -0.43 three out of four dimensions placed at a good level. Digital 2.17 +0.62
Digital marketing, however, remains the dimension with the marketing is the dimension that is behind the others, with a score
4.04 +0.56 3.64 +0.27
lowest score, graded as sufficient (2.19). Its grades in digital of 2.17. It is also the dimension with the lowest cross-industry
product experience and e-CRM are the reasons why telecom B2C 3.03 +/-0
score in Sweden. 3.49 +0.43
performs well relative to the other industries.
3.80 +0.52 This year, energy seems to have focused more on digitalization 3.74 +0.51
The score for the top-rated dimension, digital product experience, than before, which has resulted in the biggest score improvements
0 1 2 3 4 5 0 1 2 3 4 5
has improved since last year, while the score for the lowest- compared with the other industries. Even though digital
rated dimension, digital marketing, has fallen. Digital product marketing has the lowest score of all dimensions for the industry,
experience gets a higher grade, due to strong efforts within the it is the dimension that has improved most since last year. The
functionality and mobile websites of the companies within the energy industry is strongest in e-CRM, closely followed by digital
industry. Telecom B2C companies also rate better in e-CRM, product experience.
Performance by company Performance by company
with improvements throughout the dimension. However, the
companies in the industry rate lower in display advertising and Vattenfall is the industry leader with a score of 3.30, changing
2020 2019 2020 2019
search engine optimization, which impacts the digital marketing place with E.ON. (3.20) at the top. Vattenfall has made the
dimension. biggest improvement in digital product experience, although
1. Tele2 B2C 3.45 3.50 1. Vattenfall 3.30 2.91
refinements have been made in every dimension. The company
Tele2 B2C remains the company with the best score in the 2. Telenor B2C 3.44 2.72 seems to have a customer-centric focus when working with digital 2. E.ON 3.20 3.08
industry with a good grade (3.45). Telenor B2C has improved 3. Telia Company B2C 3.19 3.00 initiatives. 3. Fortum 3.06 2.23
its rating from last year’s study, and this year it achieves a good 4. Tre B2C 2.90 3.17
grade (3.44) with a score just behind Tele2 B2C. The higher score Even though Fortum gets last place in the industry, it has made
comes from improvements in all four digital dimensions. Tre B2C the biggest improvement within the energy industry with a score
gets a lower grade than last year and achieves sufficient (2.90). of 3.06. Cross-industry, Fortum is one of five companies to have
made the biggest improvements. Its advancement is thanks
The differences between the grades of the companies in the to improvements in all four dimensions, with the highest score
telecom B2C industry are narrowing and the company scores in digital product experience. It scores highly in this dimension
are similar. Companies within the industry continue to be digital due to its improved website and information. Its e-CRM score
leaders with two of them in the overall top-10 list. Other industries has improved due to an implementation of live chat help for
are improving their digital efforts, which means telecom B2C customers.
companies should stay updated on new digital trends in order to
stay on top.
26 27Food retail 3.16
Telecom B2B 3.13
Steady improvements in all four digital dimensions lead to a good (3.16) Telecom B2B continues to receive a good grade (3.13), but several other
grade for the food retail industry in this year’s study. Most companies in the industries score higher this year, leading to a lower ranking for the industry
industry have made significant improvements, and the industry continues to than last year. The industry should focus on all four dimensions in order to
see digital refinements. keep up with the overall digital development.
Food retail remains in third place on the industry ranking list in Performance by dimension Swedish companies within the telecom B2B industry perform well Performance by dimension
this year’s study, however the grade has risen from sufficient in this year’s study with good and sufficient grades. The digital
(2.80) to good (3.16). The higher grade is the result of a better dimensions where the industry does not reach a good grade are
performance within all four dimensions. The biggest improvement digital marketing and e-commerce, where telecom B2B is graded
is found in digital marketing, where the grade has improved from 2.14 +0.82 as sufficient. The score for telecom B2B is close to that of the 2.28 -0.47
poor (1.32) to sufficient (2.14). However, despite this growth, the industry in last year’s study. However, several other industries have
3.77 +0.18 3.95 +0.24
food retail industry is only ranked seventh in the digital marketing increased their digital efforts, which means the industry is not
dimension, which is why further improvement in this dimension is 3.50 +0.12
leading in the same way as before. 3.64 -0.34
possible.
3.32 +0.20 The biggest difference in how telecom B2B is rated in the digital 3.58 +0.33
The dimensions where food retail performs best compared dimensions is within digital marketing, where the industry receives
0 1 2 3 4 5 0 1 2 3 4 5
with the other industries are digital product experience and a sufficient grade (2.28), with a lower score than last year (2.75).
e-commerce, where it ranks in the top three both this year and The reason behind this is, for example, a lower score for the
last year. It receives a good grade in both these dimensions as industry within search engine optimization.
well as in e-CRM.
The digital dimensions where the industry scores higher than last
The best-performing company in the food retail industry this
Performance by company year are e-CRM and digital product experience. The performance
Performance by company
year is Systembolaget, which is also in the top five among all in these dimensions comes from high grades in mobile and
2020 2019 2020 2019
companies in the study. It has improved in every dimension website content as well as a good performance in customer
and receives a sufficient grade in digital marketing, good in service.
1. Systembolaget 3.45 2.84 1. Telia Company B2B 3.29 3.27
e-commerce and very good in digital product experience and
e-CRM. Its biggest gain is in digital marketing, where this year’s 2. Coop 3.31 2.81 Telia Company B2B (3.29) continues to be a strong performer 2. Telenor B2B 3.22 3.09
sufficient grade improves on last year’s failed. 3. ICA 3.20 3.02 within the industry, with Telenor B2B (3.22) and Tele2 B2B (3.12) 3. Tele2 B2B 3.12 3.28
4. Hemköp 3.08 2.57 all receiving a good grade. Tre B2B is lagging and is ranked as 4. Tre B2B 2.90 3.18
Every company in food retail except Willys has improved on its sufficient this year. The best improvement in telecom B2B comes
5. City Gross 3.02 2.62
score this year. Willys, which had a top-three position among from Telenor B2B, which has improved its score the most since last
food retail companies last year, did not manage to uphold this 6. Willys 2.90 2.90 year’s study.
position, as its score remains the same as last year. If it wants to
be among the top-rated companies, it is important that it goes Telecom B2B continues to achieve high grades and the
on improving across every dimension, as the industry continues to differences in grades between the companies within the industry
better its grade. are small, although they have slightly increased since last year’s
study. However, every company within the industry should be
vigilant regarding new digital trends to stay updated with other
industries.
28 29Retail 3.12
Bank 3.05
Most Swedish companies within retail have improved their digital efforts, The bank industry has improved since last year. Three banks are placed in the
leading to a good grade (3.12) overall for the industry. Companies from other top 10 of all the companies in the survey. However, improvements are needed
industries have bettered their digital grades even more though, which leads to in all four dimensions, especially in digital marketing, where all of the banks
retail ranking lower than last year. receive a low score.
Retail has improved its grade since last year but despite this, it Performance by dimension Banking has improved its overall score (3.05) and ends up in sixth Performance by dimension
has dropped one position in the industry ranking and ends up place compared with the other industries. However, even though
in fifth place this year. However, it has improved across all four the industry’s overall grade is good, improvements are possible
dimensions. and needed in all four dimensions.
2.08 +0.37 2.01 -0.31
The dimension where the retail industry performs best is The banks’ digital product experience is the strongest dimension,
3.69 +0.28 3.75 +0.41
e-commerce, where it is the top industry this year and was last and even though it received the highest score last year, it
year. However, retail’s improvement is not as big as that in other 3.63 +0.01 has improved further. Overall, there have also been category 3.26 -0.49
industries, which is why further improvements should be made if improvements in the e-commerce dimension that have helped
the industry wants to hold onto this top position. Retail receives 3.22 +0.24 increase the grade in product presentation and purchase support. 3.24 -0.01
a good grade in the e-commerce, digital product experience and The digital marketing dimension receives the lowest grade and
0 1 2 3 4 5 0 1 2 3 4 5
e-CRM dimensions. Digital marketing is the dimension where it prevents banking from scoring even higher.
has the lowest grade, although an improvement has been made
from poor to sufficient. The industry leader is Nordea (3.44), making a leap from last
Performance by company year’s 7th place in the bank industry ranking. It has improved in Performance by company
The best-performing company within retail is Apoteket, which the digital marketing, e-commerce and digital product experience
is also the company in the industry that has improved its grade 2020 2019 dimensions, resulting in a higher average score. Moreover, the 2020 2019
most since last year. Apoteket has a total grade of good (3.49) large banks SEB (3.40) and Swedbank (3.40) keep their positions
and receives very good in e-commerce and digital product 1. Apoteket 3.49 3.07 in the top three. SEB scores highest in the industry for the digital 1. Nordea 3.44 2.59
experience. All other companies have also improved their grades marketing dimension but, as previously mentioned, the industry
2. Elgiganten 3.37 3.01 2. SEB 3.40 3.02
but by different amounts. A company with a low grade and score in this dimension is low. Compared with other industries,
3. IKEA 3.35 3.28 3. Swedbank 3.40 2.80
improvement is Axstores, which has improved in digital product Swedish companies score low overall in the digital marketing
experience and e-CRM but regressed in the other two dimensions. 4. H&M 3.31 2.91 dimension. Despite this, banks could benefit from learning from 4. Avanza bank 3.39 2.68
It therefore has great opportunities for further improvement. 5. Qliro Group 3.29 3.07 the front-runners in digital marketing from the telecom industry. 5. Länsförsäkringar Bank 3.22 2.80
IKEA is still a top company but has also showed only a slight 6. Kronan Apotek 3.21 3.03 6. ICA Banken 3.06 2.80
improvement since last year. The better performances of others This year, three banks score a top 10 result overall compared with
7. Stadium 3.15 2.89 7. SBAB Bank 2.99 3.14
means that the top-ranked companies are graded closer to each last year when the industry leader did not even make the top 10.
other this year. 8. Clas Ohlson 3.14 3.06 The bank industry has improved in several dimensions since last 8. Handelsbanken 2.89 2.83
9. Apotek Hjärtat 3.12 2.84 year, showing the trend that banks are becoming more digitalized 9. Marginalen Bank 2.87 2.58
10. Kjell & Co 3.10 2.72 and focusing on new technologies. 10. Skandiabanken 2.85 2.60
11. XXL 3.10 2.75 11. Nordnet 2.82 2.38
12. NetOnNet 3.10 2.87 12. Ikano Bank 2.78 2.78
13. Byggmax 2.98 2.66 13. Resurs Bank 2.57 2.37
14. Dustin 2.84 2.59
15. Axstores 2.81 2.79
16. K-rauta 2.63 2.51
30 31Insurance 2.92
Media 2.84
The insurance industry has improved a lot, especially in digital product Slight improvements in all four digital dimensions are not enough for
experience and e-commerce, but its score has decreased in e-CRM. This leads companies in the media industry to grade above sufficient (2.84). Major
to the industry only attaining a sufficient grade (2.92) in this year’s study. differences between digital front-runners and those lagging behind contribute
to the industry not achieving a higher grade.
The insurance industry has improved its ranking this year to Performance by dimension Despite a higher score (2.84) compared with last year (2.57), Performance by dimension
seventh position, compared with last year’s ninth, although it has the media industry has dropped two positions to eighth place
not yet attained a good grade. Instead, a sufficient grade (2.92) on the industry ranking and remains at a sufficient grade. The
is this year’s result and the scores among the dimensions vary. higher score is mainly due to the high growth in digital marketing,
2.14 +0.13 where media performs best of all industries and has grown more 2.28 +0.76
The e-CRM grade is still sufficient (2.76) but the score has than the average dimension growth. The media industry has
3.43 +0.58 3.35 +0.26
worsened since last year (2.94). In the other dimensions, there also improved its grade in the other dimensions, but at the same
has been an improvement, and the digital product experience 3.31 +0.40
speed as the dimension average. Media receives a good grade 2.91 +0.09
and e-commerce dimensions both get a good grade. However, (3.35) in digital product experience, but still ranks in the bottom
compared with other industries in digital product experience, 2.76 -0.18 two compared with the other industries. Media companies 3.21 +0.11
insurance is ranked ninth and can therefore learn from others. therefore have room for improvement if they want to continue to
0 1 2 3 4 5 0 1 2 3 4 5
In digital marketing, only a slight improvement is shown, and climb on the list.
insurance falls from a ranking of third to sixth among the
industries. The best-performing company in the media industry is Com Hem,
Performance by company which has climbed several positions since last year’s study. Com Performance by company
The top-ranked company in the insurance industry is Hem has primarily improved its digital marketing dimension and
Länsförsäkringar, which is also ranked in the top three among 2020 2019 attained a good grade, as it has in the other three dimensions. 2020 2019
all the companies in the study. Its grade has improved from The e-CRM performance is similar to last year, while e-commerce
sufficient to good, with the largest improvement found in the 1. Länsförsäkringar 3.46 2.82 has even fallen slightly. 1. Com Hem 3.45 3.00
e-commerce dimension. Despite its improvement in digital
2. If 3.07 2.74 2. Spotify 3.13 2.52
marketing, it still only gets a sufficient grade (2.80), but it gets a One company that has dropped several positions and is graded
3. Folksam 2.99 2.79 3. Aller media 3.00 2.57
good grade in the other dimensions. lower than last year is Bonnier. A reason for the lower grade can
4. Trygg-Hansa 2.89 2.67 be found in the e-commerce dimension. Apart from Bonnier, all 4. TV4 2.90 2.58
The ranking of the insurance industry companies has changed 5. Skandia 2.66 2.43 the other companies in the media industry have a higher grade 5. Bonnier 2.57 3.26
little since last year. If climbs two positions and receives a good 6. Moderna Försäkringar 2.43 2.31 this year compared with 2019. The biggest improvement is at 6. Viasat 2.53 2.24
grade, with the largest improvement found in the e-commerce Spotify, where the digital marketing dimension has increased
7. Sveriges Television 2.28 1.81
dimension. Folksam drops one position, as it has improved in most.
digital product experience and e-commerce but lowered its grade
in digital marketing.
32 33Passenger Manufacturing 2.78
transportation 2.82
The manufacturing industry has slightly improved its overall score compared
with last year. On the other hand, improvements are necessary, as the industry
The passenger transportation industry score has remained relatively is second-last on the list. Electrolux gets the best overall grade with strong
unchanged since last year’s study. Both stronger and weaker digital performances in e-commerce and digital product experience.
dimensions give an overall sufficient grade (2.82) and dropped placements in
Manufacturing has improved since last year with a score of Performance by dimension
the rankings. 2.78, but the industry still places second-last in this year’s study.
However, the overall leader of all the companies in this survey is
Electrolux (3.51) and it comes from this industry.
The grade of sufficient (2.82) for passenger transportation makes Performance by dimension 1.75 +0.93
up for ninth place among the industries, meaning a drop of two Manufacturing’s strongest dimension is digital product experience
places since last year. The overall grade has increased slightly, 3.70 +0.49
(3.70), which places it in the top half compared with other
but there is both an increase and a decrease of grades within the industries. On the other hand, the industry’s weakest dimension 3.29 +0.01
dimensions. 2.17 +0.35
is digital marketing (1.75). In both dimensions, the industry has
significantly improved its scores since last year. In e-CRM, its 2.02 -0.20
The digital marketing dimension is where passenger 3.43 +0.20
second-weakest dimension, manufacturing’s score has fallen from
transportation performs best, with a ranking of fifth among 0 1 2 3 4 5
2.40 -0.27 2.22 last year to 2.02 in this year’s survey. This decrease is down
all the industries. This is also one of two dimensions where it to changes within categories but also due to worse performances
receives a higher grade than in 2019, the other being digital 3.28 -0.08 in the customer service and personalization and involvement
product experience. In the other two dimensions, passenger categories. The manufacturing industry attains a good grade in
0 1 2 3 4 5
transportation receives a lower grade than last year. In the two of the four dimensions.
industry ranking, passenger transportation comes in the bottom Performance by company
two for e-commerce, so there is plenty of room for improvement The dimensions with the lowest scores, e-CRM (2.02) and digital
there. 2020 2019
marketing (1.75), lower the overall score for the industry. And
Performance by company
even though the digital marketing score has improved since last
The ranking of the passenger transportation companies looks 1. Electrolux 3.51 3.19
year, it is still low compared with the other industries. Husqvarna
similar to that of 2019, even though the scores of the top-two 2020 2019
receives the highest score within digital marketing (2.53), while 2. Husqvarna 3.27 2.84
firms have dropped. SJ has dropped a whole grade in the e-CRM Electrolux scores best in the other dimensions. The manufacturing 3. Volvo Cars 3.21 2.92
dimension, but still manages to hold the position as the highest- 1. SJ 3.30 3.35
industry needs to improve in every dimension, but refinements are 4. Scania 2.99 2.47
ranked company. Instead, it has improved its grade within the 2. Scandinavian Airlines 3.02 3.21
essential in digital marketing and e-CRM.
digital product experience and e-commerce dimensions. The 3. Stena Line 2.96 2.81 5. Sandvik 2.87 2.27
grade of the second-highest ranked company, Scandinavian 4. Storstockholms 2.82 2.47 The industry leader is Electrolux (3.51), which is the overall leader 6. ABB 2.83 2.27
Airlines, has also dropped, with the largest decrease in the digital Lokaltrafik of all companies in this survey. The top result is thanks to good 7. Volvo Group 2.82 2.40
marketing dimension. performances within e-commerce and digital product experience,
5. Skånetrafiken 2.49 2.29 8. SKF 2.78 2.27
where it attains a very good grade in both dimensions. The 9. Tetra Pak 2.74 2.37
The other passenger transportation companies all receive a 6. Västtrafik 2.36 2.15
improvement in the two dimensions is based on enhancements
higher grade this year, spread across almost every dimension. 10. Atlas Copco 2.65 2.25
to the purchasing process, e-commerce, content and company
The company responsible for the largest gain is Storstockholms information, mobile website and mobile applications in 11. Alfa Laval 2.49 1.88
Lokaltrafik, which has improved across all four dimensions. digital product experience. Autoliv receives the lowest grade 12. Ericsson 2.48 2.16
in the industry and the second-lowest score overall. Although 13. Trelleborg 2.48 2.15
improvements have been made at Autoliv, more effort is needed
14. Autoliv 1.82 1.58
to not be left behind other companies both in the industry and
overall.
34 35You can also read
