Elisa puts in the most effort in their
customer experience management

CXPA Finland and Shirute have published the results for the yearly State of Customer Experience Management study. The organisation scoring best this year was Elisa. Raute and Tamro, both first-timers in TOP3, shared the second place. A significantly greater number of organisations now have a dedicated budget for CEM. Also the number of ongoing CEM activities has increased.

  • 84 Respondents
  • 56 Organisations
  • 15+ Industries
  • 49% Index

Top companies 2019

See 2018 results


Finnish organisations have stayed on the same level of customer experience maturity as last year, according to the results.

This year no one was able to get a high enough overall score to reach the highest level of maturity (Visionary). The second highest maturity level (Executive) was reached by almost three out of ten (26%) respondents.

54% of the respondents achieved only the Apprentice level, and 20% percent stayed on the lowest level (Survivor). On the average, Finnish organisations accomplished an overall score of 49% for Shirute Customer Experience Management Index™ (on a scale from 0% to 100%).

According to the study, Finnish organisations are confident that they provide good customer experiences. 

Altogether, 76% of the respondents believe that they offer better customer experiences than their rivals (2019: 76 %/ 2018: 61%/ 2017: 68%/ 2016: 63%/ 2015: 83%/ 2014: 68%/ 2013: 84%). The goals of the organisations are set high. Nine out of ten companies want to stand out from their competitors in their industry by developing their customer experience (2019: 93 %/ 2018: 90%/ 2017: 89%/ 2016: 95%/ 2015: 64%/ 2014: 70%/ 2013: 88%). About one fourth aim to become better than any other organisation across industries (2019: 27 %/ 2018:23%/ 2017:30% / 2016: 31%/ 2015: 27%/ 2014: 27%/ 2013: 9%).


The efforts for customer experience management are concretely visible in business figures.

76% of the respondents (2019: 76 %/ 2018: 81%/ 2017: 85%/ 2016: 89%/ 2015: 88%/ 2014: 81%/ 2013: 77%) feel that customer experience management related activities have had a positive effect also on the results of the organisation during last year.

Respondents have recognised the strategic importance of customer experience management in their businesses.

96% of organizations say that customer understanding is in their overall strategy (2019: 96 %/ 2018: 93%/ 2017: 94%/ 2016: 93%/ 2015: 88%/ 2014: 95%/ 2013: 98%). As many as 71% of the respondents have defined customer experience management as one of their main strategic goals (2019: 71 %/ 2018: 61%/ 2017: 61%/ 2016: 70%/ 2015: 58%/ 2014: 61%/ 2013: 53%).

More than half of the organisations have or are considering a dedicated budget for customer experience management and investments are increasing again from last year.

Over half of the organisations (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. More than one tenth of the respondents (2019: 13%/ 2018: 16%/ 2017: 11%/ 2016: 12%/ 2015: 19%/ 2014: 21% / 2013: 18%) are planning to have a dedicated budget, whilst about 40% of the respondents already have one. This number has increased significantly from 32% last year. Approximately three quarters say that they intend to invest more on CX development projects during the upcoming 12 months (2019: 73%/ 2018: 73%/ 2017: 74%/ 2016: 82%/ 2015: 68%/ 2014: 74%/ 2013: 59%). As many as 30% believe they are going to invest a lot more, compared to 29% last year.

The amount of development projects has increased considerably from last year’s level and development activities are more coordinated than before.

This year, 88% of the respondents report that their company has a lot of development projects related to customer experience development (2019: 88%/ 2018: 62%/ 2017: 88%/ 2016: 77%). Development projects are coordinated in 52% of the organisations represented in the results.

Approximately one third of the respondents’ organisation (31%) have not assigned a person responsible for customer experience development. The majority (62%) of the respondents’ organisations have an organisation in charge of customer experience development.

In many cases, a very small group of employees is responsible for customer experience development. 

Most commonly, only 1-2 employees work full-time in CX development. (2019: 1-2 / 2018: 1-2 / 2017: 3-5/2016: 1-2). 

The State of Customer Experience Management in Finland 2018 (TOP 10 scores):

1. Elisa

2. Raute

2. Tamro

4. Fortum

4. Tieto

6. Telia

7. VR Group

8. Elo

9. Veikkaus

10. Valio

About this study



The State of Customer Experience Management in Finland is the most comprehensive study evaluating the CEM capabilities and competences of Finnish organisations. CXPA Finland and Shirute have been studying the current state of CEM in Finland since 2013. The study is originally based on research by Temkin Group.

The participating organisations were evaluated against the Shirute Customer Experience Management Index™ to understand the level of CEM maturity in Finland.

This index measures e.g. how systematic and goal-oriented the activities are, how well the respondents are organising themselves, how much they co-ordinate their various CX development projects, how customer experiences are measured, and how much they invest or plan to invest in customer experience management.

It is important to notice that the index evaluates only how systematic the intentions of the participants are, as reported by themselves. It does not take a stand as to the content of the customer experiences, nor their quality from the point of view of customers, i.e. the results of the CEM activities. This aspect can be measured with other indexes that are based on excercises such as focus group interviews, customer journey mapping etc (see https://shirute.com/shiruteWWW/palvelut/asiakkuuskokemusten-johtaminen/).



The data was gathered through an online form and phone interviews in May-August.

The target group consisted of randomly selected top 500 companies and the most famous Finnish brands. Altogether, 84 CX professionals from 56 organisations from over 15 different industries participated. Over half (57%) of these organisations average a turnover of more than 100 million euros. A little bit less than half of them (48%) have over 1 000 employees.

The study consists of about 20 questions answered by customer experience management practitioners. Based on their answers, they are scored against the Shirute Customer Experience Management Index™. The index evaluates five areas related to customer experience management:

  1. Scope
  2. Organisation and governance
  3. Culture
  4. Processes
  5. Tools

The overall index score is based on the average points the organisation scores for sub-indexes in each of these categories.

Buy report

Please read the press release related to this study. You can review the most important results also from our infographic. If you would like more detailed information or a deeper analysis of your scores, you can buy our full report.

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Sirte pihlaja
Sirte Pihlaja
+358 50 5700 190
  • Myynti

    sales (at) shirute.com
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    CXPA Finland is the local networking team of the global Customer Experience Professionals Association (CXPA) in Finland. We want to help organisations provide great customer experiences to build their success.We organise events with different CX/EX themes on a regular basis.
    Shirute is the first Customer Experience Agency in Finland. Customer Experience Path® is a registered trademark of Shirute. We are one of the founding members of the global Customer Experience Professionals Association.
    Surveypal delivers enterprise-class feedback management and survey software as an integrated or stand-alone online service. Designed for companies of any size, Surveypal allows businesses to collect, analyze and share critical feedback information and turn it into actionable insights.
    The International Customer Experience Awards recognise great customer experience across the world, with participants competing in 18 categories. The Finals and Awards Ceremony is a unique event that enables businesses to compete for the ultimate accolade in the world of customer experience, to network and to hear what others are doing to solve problems within their country or particular sector.