Product responsibility

Product and service labeling


Practices related to customer satisfaction, including results of surveys measuring customer satisfaction

We use NPS (Net Promoter Score) as the key measure to track development towards reaching our vision of becoming loyalty leader on all our markets. NPS was introduced as a group-level KPI in 2015 and is complemented by regular brand tracking in terms of brand consideration and preference. Results are analyzed and action plans are developed on both group and country level.

Due to changes during 2016 in how NPS is measured and calculated, we cannot present comparable, relevant figures for 2015 and 2016.

Omission: We aim to present comparable NPS figures in 2017 reporting.

Marketing communications


Total number of incidents of non-compliance with regulations and voluntary codes concerning marketing communications

No significant cases.

Customer privacy


Total number of substantiated complaints regarding breaches of customer privacy and losses of customer data

Around 25 substantiated complaints involving local data protection authorities were reported. Most cases related to system errors or failures which caused customer data to be visible for other customers or online, or customer data being sent to the wrong customer. In all reported cases, local companies cooperated with national supervisory authorities to correct the errors.

Omission: There are likely additional similar cases that have not been reported. We are working on improving internal reporting practices, including common definitions and logging of cases.