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Passenger transportation

Within the digital product experience dimension, the passenger transportation industry has reduced its score and dropped two places compared to 2017.  An improvement has been made in mobile ranking in spite of the drop in score from 8 to 7.75.Västtrafik scored well in mobile websites with an excellent grade (9.25). 

Though placing second in e-commerce and third in both digital marketing and mobile, passenger transportation comes ninth in digital product experience and second to last in e-commerce, where the industry drops five places from last year. E-commerce shows a significant spread among companies, with Storstockholms Lokaltrafik receiving a sufficient grade (6.75), while Västtrafik gets a failed grade (4.25). A similar spread can be seen in digital marketing, with Scandinavian Airlines receiving a satisfactory grade (7.25) while Skånetrafiken, Västtrafik and Storstockholms Lokaltrafik all get a failed grade (4.5).

Overall, Scandinavian Airlines retains its position as the industry leader for the third year in a row, along with SJ in second and Stena Line in third, with all three companies receiving a satisfactory (7) grade overall. SJ retains its lead in digital product experience with a good score (8). In the digital marketing dimension, however, SJ (6.5) is overtaken by Scandinavian Airlines (7.25). Scandinavian Airlines also retains its first place in the social media dimension, just ahead of Stena Line, both showing a satisfactory score (7). However, Scandinavian Airlines loses ground to its competitors in mobile and in e-CRM, where it drops four and five places respectively, ending up second to last and last among its industry peers.

A general decline in grading can be seen among the passenger transportation companies in the e-commerce, mobile and social media dimensions. The lower grade in e-commerce is driven by the product presentation and purchasing process categories, where the industry receives a poor grade overall.

Industry reports

Digital leaders

    2018   2017    
1 Scandinavian Airlines   7   7.5    
2 SJ   7   7.5    
3 Stena Line   7   7.25    
4 Skånetrafiken   6.5   6.75    
5 Storstockholms Lokaltrafik   6.25   6.5    
6 Västtrafik   6   5.75