"The most valuable thing is that employees can work more independently with their own development"
Jenny Sämsjö, Customer Service Team Manager, NTM Media
Jenny Sämsjö leads a team of 16 employees within Customer Service at NTM Media, with responsibility for competence development and quality in customer dialogues. Here she shares the journey towards a more data-driven way of working, where customer insights, self-leadership, and continuous learning are at the center.
Jenny Sämsjö, Customer Service Team Manager, NTM Media
From customer feedback to concrete development
Before Indicate me, NTM Media's customer service team was already actively working with coaching and developing their employees. Customer feedback was already an important part of the operation, but the team wanted to create a more structured way of collecting, analyzing, and translating customers' views into concrete insights that could be used in daily coaching and employee learning.
"We lacked clear tools to systematically collect, analyze, and translate customer feedback into concrete development in everyday work."
The goal was to make customer insights more accessible and useful — for both leaders and employees. By gathering feedback in one place, it became easier to track progress over time, provide more targeted coaching, and give each employee better conditions to take responsibility for their own development.
From coaching to strengthened self-leadership
The most noticeable change concerns how coaching is conducted. Coaching and individual development conversations have always been an important part of the working method, but previously a large part of the follow-up was built on individual conversations with each employee. This provided valuable dialogues, but a need was identified to create better continuity in development between sessions. The approach required a great deal of time, and by creating more structured support, NTM Media's customer service team has gained better conditions for using that time for more in-depth coaching and development.
"Previously, we spent a lot of time on individual coaching and follow-up with each employee. These were valuable conversations, but we wanted to find a way to create even better continuity in development over time."
Today, the picture looks different. Employees have been given better conditions to track their progression and take ownership of their learning, which creates more room for an even deeper collaboration between leaders and team.
"The most important thing is that employees can now drive their own development forward. Through AI Buddy, they receive direct feedback on their customer dialogues, and Indicate me serves as concrete support in their daily work."
A platform integrated into everyday life
Indicate me is not a tool employees log into once a week. It is a natural part of every working day. The day begins with reflection in the platform, and those insights are carried into the ongoing work.
This is particularly evident in how the recurring follow-up conversations look today.
"We have monthly one-to-one meetings where the employee is responsible for the agenda and brings forward the insights and experiences they have gathered. The platform is simple, clear, and supports continuous learning where coaching is always present."
Customer satisfaction and customer feedback as a driver of learning
Tracking customer satisfaction has become a daily driving force for the entire team. Jenny reviews results and comments every day and shares them further, keeping the customer perspective alive in the team's everyday work.
"Customer feedback in the platform gives us valuable insights that continuously help us develop the customer experience."
The combination of AI-based coaching at the individual level and customer satisfaction at the team level creates a whole where both soft and hard metrics connect.
Clear results and a clearer sense of progression
The change is most visible among the employees. Previously, the ability to track one's own development was more limited, but today employees have a practical tool for understanding where they stand and where they are headed.
"We can see that the support from Indicate me has produced clear results and contributed to employee development."
The fact that coaching is always available and immediate means that learning is no longer dependent on a scheduled meeting. It happens continuously, in daily work, exactly where it is needed.
