--- title: "”I want to know the things I didn't know I needed to know\": what ten years with customer conversational data has taught us" description: Indicate me lanserar en ny AI-plattform som ger snabbare och smartare kundinsikter till kundservice- marknads-, sälj- och produktorganisationer. image: https://info.indicateme.se/hubfs/reklambild-kvinna-whiteboard-rundad.webp --- [Skip to main content](https://info.indicateme.se/en/insights/ten-years-with-customer-conversational-data#main-content) [![indicate-me-logo-beet-vertical-1](https://info.indicateme.se/hubfs/indicate-me-logo-beet-vertical-1.svg) ![indicate-me-logo-beet-vertical-1](https://info.indicateme.se/hubfs/indicate-me-logo-beet-vertical-1.svg)](https://indicateme.se) - [Insights](https://info.indicateme.se/insights) - [Films & Webinars](https://info.indicateme.se/en/films-and-webinars) - [Customer Voices](https://info.indicateme.se/en/customer-voices) - Show submenu for translations EN - [Svenska](https://info.indicateme.se/insights/vad-tio-ar-med-kunddata-har-lart-oss) Open main navigation Close main navigation - [Insights](https://info.indicateme.se/insights) - [Films & Webinars](https://info.indicateme.se/en/films-and-webinars) - [Customer Voices](https://info.indicateme.se/en/customer-voices) - Show submenu for translations EN - English - [Svenska](https://info.indicateme.se/insights/vad-tio-ar-med-kunddata-har-lart-oss) - [Book a tour](https://info.indicateme.se/en/book-a-tour) [Book a tour](https://info.indicateme.se/en/book-a-tour?hsLang=en) # ”I want to know the things I didn't know I needed to know": what ten years with customer conversational data has taught us September 21, 2026 **In short:** It's been almost ten years since Indicate me was started by a handful of colleagues with a background in customer service. Back then, we built our analyses on what we already knew worked. With AI, we can now let the platform show us what we actually miss in customer interactions, not just confirm what we were already looking for. In a new video, our CEO Lina talks about that journey.   ### Where we came from Indicate me started out with a handful of colleagues with a background in customer service. Back then, we did a fraction of what we do today. That background gave us a head start: we knew exactly what to look for, a proven framework we'd seen the results of in our own operations. The first analyses were built on what we already knew worked. And it did. ### What AI actually changed A framework built on what you already know works has a built-in limitation: it only confirms what you were already looking for. As AI has advanced, a different possibility has opened up, letting the AI go through the full volume of customer interactions and surface what would otherwise have stayed invisible, not because no one cared, but because no one knew to ask about it. > I want to know what I don't know I want to know. *A customer of Indicate me* That line has, in its own way, shaped a big part of the Indicate me journey. It captures the difference between traditional analysis and what we're building today: traditional analysis is good at answering questions someone has already asked. The point of features like Ask Me in the Indicate me platform is to also catch the questions no one knew to ask. ### What Lina herself says about it > There are now completely different possibilities in letting AI show us what we're actually missing across all our customer conversations. Not just confirming what we were already looking for, but surfacing things we'd never thought to ask about. *Lina Bjelkmar, CEO and co-founder, Indicate me* ### What it means in practice For a CS manager already using Ask Me to understand contact reasons, the day-to-day work doesn't change. The difference shows up in moving from asking the question already on your mind to letting Deep Mode look for patterns no one on the team had thought to ask about, a new contact reason on the rise, a seasonal pattern no one noticed, a link between two departments that would otherwise never have been connected. ### FAQ **How long has Indicate me been around?** The company was founded nine years ago. **What's different from how you used to work?** Analyses used to be built on a proven framework, what we already knew was worth looking for. Today, AI can also surface patterns in customer dialogues that no one in the organization knew to ask about. **Does this remove the need for surveys?** No. Customer surveys can still be helpful in certain situations, but with Indicate me, all of the customer conversations can be analysed with the help of AI and therefor give a complete overview of what the customers are actually communicating.  ### Want to see what insights you can find in your own customer conversations? [Discover the platform](https://indicateme.se/eng/platform/ai-insights)   **Tags:** [Indicate me,](https://info.indicateme.se/en/insights/tag/indicate-me) [News,](https://info.indicateme.se/en/insights/tag/news) [Articles,](https://info.indicateme.se/en/insights/tag/articles) [All,](https://info.indicateme.se/en/insights/tag/all) [AI-driven Customer Insights,](https://info.indicateme.se/en/insights/tag/ai-driven-customer-insights) [Customer Service & CX,](https://info.indicateme.se/en/insights/tag/customer-service-cx) [Customer Satisfaction & NPS,](https://info.indicateme.se/en/insights/tag/customer-satisfaction-nps) [Sweden,](https://info.indicateme.se/en/insights/tag/sweden) [Ask Me](https://info.indicateme.se/en/insights/tag/ask-me) ### Related Articles ##### [![The most common contact reasons in the energy sector and what they signal](https://info.indicateme.se/hs-fs/hubfs/reklambild-man-pratar-i-telefon-2400x1260.webp?width=520&height=294&name=reklambild-man-pratar-i-telefon-2400x1260.webp) Indicate me • October 12, 2026 The most common contact reasons in the energy sector and what they signal 1 min read](https://info.indicateme.se/en/insights/contact-reasons-in-the-energy-sector?hsLang=en) ##### [![Which customers never call? 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Why analyzing customer support calls alone is not enough 5 min read](https://info.indicateme.se/en/insights/which-customers-never-call?hsLang=en) ##### [![ATG: When customer service becomes the organisation's source of insight](https://info.indicateme.se/hs-fs/hubfs/atg-kundservice-organisationsen-insiktskalla-2400x1260.webp?width=520&height=294&name=atg-kundservice-organisationsen-insiktskalla-2400x1260.webp) Indicate me • October 1, 2026 ATG: When customer service becomes the organisation's source of insight 2 min read](https://info.indicateme.se/en/insights/atg-customer-service-becomes-organsations-source-of-insight?hsLang=en) ###### Categories - [All](https://info.indicateme.se/en/insights/tag/all) - [Articles](https://info.indicateme.se/en/insights/tag/articles) - [News](https://info.indicateme.se/en/insights/tag/news) - [Indicate me](https://info.indicateme.se/en/insights/tag/indicate-me) - [Customer Voices](https://info.indicateme.se/en/insights/tag/customer-voices) ###### Recent Posts - [The most common contact reasons in the energy sector and what they signal](https://info.indicateme.se/en/insights/contact-reasons-in-the-energy-sector?hsLang=en) - [Which customers never call? 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[Privacy Policy](https://info.indicateme.se/privacy-policy?hsLang=en) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kimberley Jung-jai Tsang", "url" : "https://info.indicateme.se/en/insights/author/kimadm" }, "dateModified" : "2026-09-21T06:20:28.379Z", "datePublished" : "2026-09-21T06:20:28.000Z", "headline" : "”I want to know the things I didn't know I needed to know\": what ten years with customer conversational data has taught us", "image" : [ "https://info.indicateme.se/hubfs/reklambild-kvinna-whiteboard-rundad.webp" ], "mainEntityOfPage" : { "@id" : "https://info.indicateme.se/en/insights/ten-years-with-customer-conversational-data", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://info.indicateme.se/hubfs/indicate-me-logo-beet-vertical.svg" } } } ```