Indicate me Insights

I dared to believe in new technology, and it was the right call

Kimberley.jtsang@indicateme.se (Kimberley Jung-jai Tsang) — Fri, 05 Jun 2026 13:40:57 GMT

"I dared to believe in new technology, and it was the right call"

Lenita Wennström, Quality Manager, Postnord

Postnord is one of Sweden's most recognized brands, with thousands of employees and an operation in constant motion. Running self-leadership and coaching at that scale takes courage, structure, and the right tools. At High Tech High Touch, Lenita Wennström, Quality Manager at Postnord, shared their journey with Indicate me and what AI has meant for the way they lead and develop people.

A confirmation for the whole team

Winning recognition is rarely just about the numbers. At Postnord, it means something more.

"It's a receipt that it works, back to the employees, and that matters."

Acknowledgement like that generates energy and validates the direction, not just for leadership, but for the entire organization.

AI takes the heavy work out of analysis

One of the clearest benefits of working with Indicate me has been freeing up time from administrative and analytical groundwork.

"We've taken so much system support from Indicate me with AI, which really lifts the heavy work out of the analysis phases. It gives us much more room to actually be present with our employees."

It's not about replacing people. It's about giving leaders and HR teams better conditions to do what they do best: coach, listen, and develop.

The courage to be early

Postnord was among the first to adopt Indicate me at scale, and the journey hasn't always been straightforward.

"It has been both harder and easier than you might expect. Easier because you already know the interfaces. But harder too, because when you're handling data it's important not to fall into the trap."

Despite the challenges, the decision to move early has paid off.

"I dared to believe in new technology and see that you can develop something that fits your own operations. Getting to test it and watch it grow has been fantastic."

Communication is what drives change

One of the biggest lessons from working with AI and self-leadership has nothing to do with the technology itself. It's about how you talk about it.

"It becomes more important to focus on the change curve. You need a solid communication plan."

Without clear communication, even the best tools risk meeting resistance. Postnord has worked deliberately to anchor the change at every level, from the leadership team down to the individual employee.

Sharing what they've learned

Postnord is now actively passing on their experience, both internally across the organization and outward to the broader industry.

"What we've built based on what we've actually learned, we want to share that further. We hope more people can benefit from it."

Self-leadership and AI support are no longer experiments at Postnord. They're part of how the organization works.

Lenita Wennström was interviewed at Indicate me's annual customer event High Tech High Touch, 28 May 2026 in Stockholm.

Postkodlotteriet: We invest in soft values, because we believe that's what creates hard results

Kimberley.jtsang@indicateme.se (Kimberley Jung-jai Tsang) — Fri, 05 Jun 2026 13:03:13 GMT

"We invest in soft values, because we believe that's what creates hard results"

Gustav Öhman, Head of Customer Service, Postkodlotteriet

Postkodlotteriet has won the Swedish Customer Service of the Year award three years running. It’s a deliberate philosophy built around soft values, data-empowered employees, and a clear sense of purpose. At High Tech High Touch, we sat down with Gustav Öhman, Head of Customer Service, to understand how they do it.

Soft values, hard results

When Gustav talks about Postkodlotteriet's success, he always comes back to the same paradox: the path to measurable, sharp customer service results runs through things that aren't immediately visible.

"I think it comes down to the fact that we invest heavily in soft values, believing that will create sharper, harder results."

That takes patience. Investments in culture, leadership, and employee development rarely show up in tomorrow's numbers.

"When we work on soft values, we might not see the difference tomorrow. But we always see a difference in the long run."

That conviction has carried Postkodlotteriet to three consecutive wins, and it isn't something they plan to change.

Data that empowers employees

One of the clearest shifts in recent years has been giving employees access to data, not to monitor them, but to strengthen them.

"The big difference is that we now have time to evaluate our performance in a broader, more consistent way. AI gives us a much wider base to work from."

The idea is straightforward: employees make better decisions when they have the right information.

"We want to delegate mandate, decisions, and authority to our employees. There is no one better placed to make decisions towards the customer than they are themselves."

The result is a team that feels ownership, and customers who notice the difference.

Hiring with a clear why

Bringing in AI support hasn't meant slowing down on hiring. A strong culture needs constant growth, but recruitment at Postkodlotteriet is driven by purpose.

"Postkodlotteriet exists because we want to make the world a better place – and we want people, animals and nature to have better conditions. It's easier to recruit when you have such a clear why."

That sense of purpose runs through how they recruit, how they develop people, and how they meet their customers.

Next steps: keep doing what works

What does the next chapter look like for a team that has already won three times? Gustav doesn't hesitate.

"I think we've found a concept that works. We invest in soft values believing that produces harder results, and that's what we'll keep doing. We'll put a lot of time into our staff and our employees to help them grow."

In the end, it's the employees who meet the customers. And it's the employees who will decide whether Postkodlotteriet takes home the title again next year.

Gustav Öhman was interviewed at Indicate me's annual customer event High Tech High Touch, 28 May 2026 in Stockholm.

Lina Bjelkmar featured in AI Sweden Leadership Report 2026

Kimberley.jtsang@indicateme.se (Kimberley Jung-jai Tsang) — Tue, 28 Apr 2026 07:30:00 GMT

Indicate me is proud to share that our CEO, Lina Bjelkmar, has been recognised as a named contributor in the AI Sweden Leadership Report 2026 — a report that brings together Sweden's leading business executives on the topics of leadership and AI transformation.

The AI Sweden Leadership Report 2026 is produced by AI Sweden, Sweden's national centre for applied AI, and is based on in-depth interviews with senior leaders from top Swedish companies including AstraZeneca, Saab, Södra and Apotea. The report explores how leadership must evolve at a time when AI is fundamentally changing how organisations make decisions, create value and build future competitiveness.

Lina Bjelkmar is one of the named contributors and shares her experience of leading AI transformation with a clear grounding in business goals — not technology for its own sake.

Beyond this recognition, Indicate me is ready to take its next step in AI. On 28 May, the company launches something new that takes AI-driven business development further.

The blind spot in CX work

Kimberley.jtsang@indicateme.se (Kimberley Jung-jai Tsang) — Thu, 19 Mar 2026 08:30:00 GMT

Customer Experience is one of the most prioritised topics in many organisations right now. And yet it's surprisingly hard to answer a fairly simple question: what actually drives the customer experience?

Organisations measure NPS. They map customer journeys. They collect feedback. But when the numbers start moving in the wrong direction, the same situation tends to play out in the leadership team. They know something in the customer experience isn't working — just not why. That's the blind spot in CX work.

Every day, customers explain exactly what they're trying to do and what isn't working. In calls, emails and chats, they describe where processes break down. It's essentially a running record of how the customer journey actually functions.

When customer interactions are analysed at scale, a fairly clear picture tends to emerge. Product teams see which features create frustration. CX teams see which parts of the customer journey drive contact volumes. Leadership gets an honest view of which problems actually affect the customer experience most.

I believe many organisations already have the data they need to improve the customer experience. It's in the customer conversation. Because in the end, the best CX insight is often the one the customer has already shared. — Lina Bjelkmar, CEO, Indicate me

AI and human leadership in sync - Mälardalstrafik Customer Service leads the way

Kimberley.jtsang@indicateme.se (Kimberley Jung-jai Tsang) — Mon, 15 Dec 2025 07:45:00 GMT

"AI Buddy makes it possible to give feedback immediately, and employees can set their own goals and track their own progress," says quality supervisor Lautaro Fuenzalida Sanchez at Mälardalstrafik.

Since partnering with Indicate me, Mälardalstrafik Customer Service has gained a completely new level of transparency in their quality work. Previously, Lautaro would create new forms every month and employees would wait for their evaluations. Now they see their results directly in Indicate me and can follow their own development in real time.

With AI, he can quickly spot patterns in how customers and employees communicate. The sentiment analysis gives him the evidence to clearly show which phrases work and which ones should be avoided.

AI Buddy makes it possible to give feedback immediately, and employees can set their own goals and track their own progress. That strengthens self-leadership.

Leaders are ignoring AI-driven insights

Kimberley.jtsang@indicateme.se (Kimberley Jung-jai Tsang) — Mon, 17 Nov 2025 09:00:00 GMT

Few topics are hotter in leadership teams right now than AI and insights. And yet most decisions are still made on gut feel. That's rarely about a lack of knowledge — it's about something far more human: courage, writes Lina Bjelkmar, CEO of Indicate me.

Despite access to more information than ever before, a new Nordic report based on interviews with 425 decision-makers shows that 86 percent of leaders still bypass AI when preparing decision materials.

With AI, analysis happens in minutes — enabling continuous discovery of trends, risks and customer needs, as they develop. Product teams can see which features create frustration. CX and leadership get an honest picture of what drives loyalty.

Healthy scepticism keeps us sharp. But when it turns into passivity, it becomes dangerous. The most successful leaders going forward will be those who can bring together technology and human judgement. — Lina Bjelkmar, CEO, Indicate me

Indicate me's AI helped VIng deliver happier customers

Kimberley.jtsang@indicateme.se (Kimberley Jung-jai Tsang) — Wed, 05 Nov 2025 07:15:00 GMT

When AI analysed calls to travel operator Ving's customer service, it identified language patterns that customers responded to negatively. By shifting to more positive phrasing, customer satisfaction has increased — and the performance gap between agents has narrowed.

Words like "unfortunately" and "regrettably" left Ving's customers with a negative impression. But phrases like "absolutely", "great" and "that's right" made the experience better. That's what Indicate me's AI tool revealed.

After introducing a new conversation strategy, the lowest customer satisfaction score (CSI) improved markedly — by 11 percentage points.

"The AI analysis is a fantastic piece of evidence to show our agents. It proves in black and white that what we're doing works," says Terje Dahl, Head of Customer Center, Nordic Leisure Travel Group.

Indicate me named one of Sweden's 100 hottest fast-growing tech companies 2025

hello@indicateme.se (Admin) — Fri, 31 Oct 2025 09:45:00 GMT

We're proud to appear on Breakit's Scaleup list once again — a list recognising companies in Sweden with at least 20% growth, sustainable profitability, and revenues between SEK 5–1,000 million.

"Being included among these 100 companies is confirmation that our focus on AI-driven customer insights isn't just creating value for our customers — it's also building a sustainable and growing business," says Lina Bjelkmar, CEO of Indicate me.

Indicate me develops AI solutions that help companies understand their customers better — by analysing everything from customer calls and emails to open-text comments and customer surveys.

Mälardalstrafik invests in improving and simplifying - with AI as support

hello@indicateme.se (Admin) — Wed, 29 Oct 2025 08:30:00 GMT

When Mälardalstrafik launched its new app and website, it was more than a technical switch. It was part of a broader effort to deliver a smoother, better customer experience — with both digital tools and customer service at the centre.

"We were prepared for the number of customer interactions to increase," says Anna-Stina Lindkvist, Customer Analyst at Mälardalstrafik Customer Service.

The analysis, carried out together with Indicate me, covered all customer cases under the main category Tickets and Pricing. Three clear themes emerged: the app transition, technical challenges, and ticket refunds.

The AI insights from Indicate me showed that the launch had gone largely well, and that relatively few app and web users actually contacted customer service.

Indicate me's AI tool behind Ving's success. The result? More satisfied customers

hello@indicateme.se (Admin) — Wed, 15 Oct 2025 07:30:00 GMT

It's there in black and white: when we work consistently, with a more positive tone, customers are more satisfied. To understand which factors influence the customer experience, Ving had Indicate me analyse customer calls using AI. The result: the lowest customer satisfaction score (CSI) improved significantly — by 11 percentage points.

Behind the improvement is the Inyan method, where agents are trained in positive reinforcement, defusing dissatisfaction, and guiding conversations with the right questions.

Ving's investment has led to a more positive tone, higher customer satisfaction, and a stronger baseline CSI score. By working systematically with training, coaching and follow-up, Ving has taken significant steps towards an even better customer experience.