"We're open 365 days a year, a lot of hours every day. That gives us a great deal of insight, since we capture so many customers and so many conversations. That then becomes transcriptions and insights for the organisation "
Jesper Olofsson, Productspecialist, Sara Granlund, Productspecialist and Albin Winberg, Manager Customer Service Operations, ATG
ATG's customer service is open from seven in the morning until eleven at night, almost every day of the year. That means a lot of conversations, and a lot of insight. At our breakfast seminar with ATG and Kontakta, we spoke with Jesper Olofsson, Sara Granlund and Albin Winberg about gathering their customer insights in one place with Ask Me, and why the rest of the organisation now comes to them.
Analysis used to be about finding the right keywords. With Ask Me, the team asks the question they want answered and gets a broader picture of what customers are raising.
"Now that we work more in Ask Me, we have a completely different freedom to ask questions that can be answered, instead of looking for specific keywords. We get a much broader view. When we have a new launch, we can see how many customers have been in touch and asked about it."
The difference is that the team captures the whole picture, not only the parts they already knew to look for.
Image: Sara Granlund, Jesper Olofsson and Albin Winberg from ATG
Like many large customer service organisations, ATG has its data spread across several systems. Bringing it together in one platform has changed how quickly the team gets answers.
We work in a lot of different systems. Being able to pull data from all of them, without having to request reports from each system, is incredibly valuable to us
No BI analyst required, and no waiting for the next report. The question gets asked when it comes up.
Long opening hours mean high volumes, and every conversation says something about how customers experience ATG.
"We're open 365 days a year, a lot of hours every day. That gives us a great deal of insight, since we capture so many customers and so many conversations. That then becomes transcriptions and insights for the organisation "
When it takes less time to understand the cases, the team gets more time for what they are there to do: meet the customer.
During the seminar, Viktoria Heljebrand, Head of Sales at Indicate me, described customer service as a goldmine of insight. At ATG, that shows in everyday work. Instead of customer service chasing people to use its insights, other parts of the business come and ask.
"People come to us and ask when a new feature has launched on the website or something has changed. They ask how it's going and what people think of it. It's exciting. They come to us, and we go to them "
The theme of the seminar was moving from operational to strategic decisions. ATG does both. The insights improve how customers are met every day, and at the same time they support product development and other parts of the organisation.
"We've talked about how our customer insights can help develop products and everything we do, on every level. Hopefully that makes both customers and employees happier, by finding small tweaks that make everything a little bit better."
It is rarely one big change that makes the difference. It is many small improvements, grounded in what customers actually say.
Jesper Olofsson, Sara Granlund and Albin Winberg were interviewed at Indicate me's breakfast seminar with ATG and Kontakta, 24 September 2026. The article has been translated from Swedish.