The results are in! Customer feedback 2025
As part of our drive to meet and anticipate our customers’ needs, we conduct in-depth interviews with a selection of our customers every two years. Conducted by third-party Opticom International Research for the last 20 years, the study is an essential tool to help us understand our performance against our competitors, what we are doing well and where we could improve.
Customer Experience Manager, Hannah Stenberg: “We can’t be a supplier of choice without understanding as much as possible about our customers. Box ticking is not enough, which is why we take these studies very seriously and ask for detailed interviews. We really appreciate the time the respondents take to give us their perspective.
“I’m delighted to say our Customer Barometer Index has returned to an all-time high first achieved in 2019, and that many customers perceive meaningful improvements in overall service, communication and responsiveness. Our CBI score now puts us back in Opticom’s ‘elite’ bracket of top-tier performers with scores above 84 in its benchmarking index.”
A few other highlights:
- Our NPS score was up 9 points from 2023 to 77, confirming strong loyalty and trust.
- 95% of respondents were positive or very positive overall about Södra.
- Our family forester ownership model is seen as a strategic strength.
- Sustainability continues to be a top priority, especially carbon footprint reduction, scope 3 emissions, traceability and certifications/reporting compliance. Initiatives such as Conscious Delivery and OnceMore are well received, but customers would like to see more joint sustainability projects.
- Customers are keen to collaborate on innovation, including technical exchange, R&D and knowledge sharing.
- Customers’ expectations are growing when it comes to more seamless, integrated digital tools.
Henrik Wettergren, VP Södra Cell International: “We will be looking carefully at the results to assess what action to take next. We are keen to deepen our customer-centric collaboration, so it was great to hear that’s what many of our customers want too. We’ll also continue to develop our existing use of AI and digitalisation to help achieve our goals as new tools emerge, so we ensure we keep adding value to our customers’ businesses in the most efficient way possible."
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