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Nordic Telecom Insights 2025 – A Divided Market Reveals the Future of Customer Satisfaction

  • Writer: Tina Rosén
    Tina Rosén
  • Oct 13
  • 4 min read

Updated: Oct 14

Cheerful young woman talking on the phone in the city.

The latest 2024 and 2025 customer satisfaction reports from across the Nordics are in, and they paint a picture of a telecom market at a crossroads. While network quality and speed have become table stakes, the real battleground for customer loyalty has shifted decisively to the customer experience. The data from SKI and EPSI reveals a stark divide: some operators are pulling ahead by mastering the service experience, while others are seeing satisfaction levels drop. For Communication Service Providers (CSPs) across Europe, the lessons from the Nordics are a critical preview of the challenges and opportunities to come. The key takeaway? The future belongs to those who can translate customer data into a seamless, proactive, and personalized support experience.


The future belongs to those who can translate customer data into a seamless, proactive, and personalized support experience.

Customer satisfaction improvements – the growing gap between telecom leaders and laggards


A cross-Nordic analysis shows that a one-size-fits-all approach to telecom is failing. In Sweden, overall mobile customer satisfaction is declining as customers now demand more than just technical quality; they prioritize price-value, flexibility, and a personal touch. Meanwhile, Norway presents a market of extremes. While mobile customers are more satisfied than ever, a staggering 38% of private broadband customers report being dissatisfied, often feeling locked in with no real choice.


In contrast, Finland and Denmark demonstrate a strong positive trajectory, particularly for broadband. Finnish broadband satisfaction has risen sharply, and Danish broadband satisfaction has climbed to its highest level since 2019, reaching an index score of 68.7. This upward trend is driven by operators who actively communicate and anticipate customer needs, proving that sustainable growth comes from demonstrable customer satisfaction improvements, driven by a superior support strategy.



AI Support – the digital paradox hindering telecom customer experience


A critical finding, particularly from Sweden, is the failure of current digital self-service tools. Despite significant investment in chatbots and AI support, these solutions are often a source of frustration rather than a convenience. Customers are left feeling unheard, forced to navigate inefficient digital channels before eventually needing human intervention.


As Johan Parmler, CEO of Swedish Quality Index, notes

"Technology itself is not the solution if it doesn't solve the customer's problem. An advanced chatbot that doesn't help is more frustrating than useful. Now the industry must focus on making digital platforms simpler and more effective".

This is the digital paradox: technology intended to improve the customer experience is actively harming it. The problem isn't the technology itself, but its implementation.


Without a deep understanding of the customer journey, these tools become digital dead ends. To succeed, operators must leverage analytics to understand why and where customers are struggling. This enables the intelligent deployment of AI support that guides users effectively while seamlessly escalating complex issues to human agents, blending digital efficiency with human empathy.




Redefining Nordic telecom customer support – from reactive fixes to proactive relationships



The most successful operators in the latest reports are those who have shifted their customer support model from reactive to proactive. The Finnish market provides a clear blueprint. As noted, Telia’s comeback was fueled by a strategic shift towards more proactive customer communication, making customers feel informed and valued. This is a stark contrast to the passive approach that is causing satisfaction to decline elsewhere.

As noted, Telia’s comeback was fueled by a strategic shift towards more proactive customer communication, making customers feel informed and valued. This is a stark contrast to the passive approach that is causing satisfaction to decline elsewhere.

Furthermore, the onboarding process has been identified as a critical moment of truth. In Norway, new business customers are consistently less satisfied than long-term ones, indicating a clear disconnect between sales promises and the reality of the service. This early-stage friction drives up support costs and churn.


To close this gap, CSPs must harness data analytics to gain full visibility into every stage of the customer lifecycle. By analyzing support interactions, optimizing the onboarding journey, and proactively communicating with customers, operators can move beyond simply fixing problems. They can begin building lasting relationships, transforming customer support from a cost center into a powerful engine for loyalty and growth.



The solution – empowering your existing support channels with intelligent analytics


Solving the digital paradox doesn't require abandoning your existing support infrastructure; it requires empowering it with better data. This is precisely where Subtonomy comes in. Instead of replacing the channels your customers already use, our platform enhances them.


Through a powerful and intelligent API, we feed real-time, contextual technical data directly into your existing systems. This transforms your chatbot from a basic FAQ tool into a highly effective first-line technical support agent. It can instantly access customer-specific network data to diagnose issues, provide accurate solutions, and solve problems that would previously require a human agent. By integrating deep technical intelligence into the channels you already have, you can finally deliver the fast, accurate, and seamless digital support experience your customers demand, reducing costs and dramatically improving satisfaction.



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Sources

Finland


Norway

EPSI Rating: Norwegian Mobile Industry Customer Satisfaction 2025 https://www.epsi-norway.org/wp-content/uploads/2025/10/epsi-norge-mobilbransjen-2025.pdf

Sweden

Swedish Quality Index (SKI): Mobile Operators Customer Satisfaction 2025 https://www.kvalitetsindex.se/wp-content/uploads/2025/10/ski-mobil-2025.pdf

Swedish Quality Index (SKI): Broadband & Streaming Customer Satisfaction 2024 https://www.kvalitetsindex.se/wp-content/uploads/2024/10/ski-bredband-streaming-2024.pdf

Denmark

EPSI Rating: Danish Mobile Industry Customer Satisfaction 2025 https://www.epsi-denmark.org/branchestudier/telekom-kundetilfredshed-i-danmark/

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