"We're moving customer service from being a reactive problem-solving centre to becoming a proactive heart of the business"
Pia Helle Gilinsky-Gundersen, Head of Customer and Sales Care, Lyreco Norge
Lyreco Norge has made a solid journey from gut feeling to data-driven decision-making. We had the opportunity to interview Pia Helle Gilinsky-Gundersen at the High Tech High Touch event, where she shares how AI-driven customer insights have changed the way they work — from day-to-day agent coaching to monthly strategic reviews with the CEO.
Pia Helle Gilinsky-Gundersen speaking on stage at High Tech High Touch
Lyreco Norge has been in contact with Indicate me for some time, and just over two years ago the collaboration got properly underway. Since then, their entire perspective on customer data has shifted.
"It's the move from gut feeling — believing and thinking that you know what reality looks like for your customers — to now actually knowing concretely what it's about. What they think, what they need, and what they've been satisfied with."
It's about becoming truly data-driven, Pia emphasises. Not just having access to data, but using it as the foundation for every decision.
It's easy to invest in a tool and let it gather dust. Lyreco Norge has done the opposite, embedding insights into their regular routines at multiple levels of the organisation.
"The customer insights are a permanent part of my business review with the CEO once a month. And they're also a permanent part of our quality meeting every Monday morning, where all business areas are present."
At the quality meetings, challenges are raised, discussed collectively, and lead to concrete actions.
Beyond the strategic work, insights are used directly in the day-to-day management of the customer service team. Customer feedback is used to identify knowledge gaps and target training where it's needed.
"We have both what happens at agent level — coaching and feedback from customers — knowledge gaps and training, as that's part of it. And the other part is taking it further into the organisation."
The result is a dual benefit: employees develop, and the entire organisation learns from what customers are actually experiencing.
One of the strongest takeaways Pia brought from the day is about how we think about AI's role. She describes a clear alignment of views among attendees at High Tech High Touch.
"Everyone here today thinks of this as resources we can redirect towards even more proactive and customer-beneficial work — work that generates more revenue and growth. So that you move customer service from being a reactive problem-solving centre to becoming a proactive heart of the business."
It's not a picture of AI cutting costs. It's a picture of AI freeing up time for what genuinely creates value.
Lyreco Norge isn't stopping here. The next phase is about fully leveraging the new platform and expanding what they measure and follow up on.
"First and foremost, we need to get a proper grip on version 2 — the new platform — get everything in place and make sure we're using the information correctly and to its full potential. And then we'll look at new elements to add to our platform, important information for our customers and their customer journey."
It's an ongoing journey — but one with a clear direction.
When describing how they work with customer insights in their day-to-day operations, Pia highlights one thing as critical.
"You have to have consistency in that work — it needs to be regular. It has to be a structured, quality-driven effort if you're going to succeed with it."
It's not a project with an end date. It's a way of working.
Pia Helle Gilinsky-Gundersen was interviewed at Indicate me's annual customer event High Tech High Touch, 28 May 2026 in Stockholm.