"We are very personal in our customer interactions – and that is our strength."
Anders Asperen, Head of Workforce Management & Customer Service Insights, Tre
Anders Asperen works at Tre Sweden, where the customer service team took home the award for Customer Service Breakthrough of the Year at Indicate me Awards. At High Tech High Touch, he shared what lies behind their success – in an industry where technology and connectivity are a given, and where customer service is what truly builds loyalty.
Anders Asperen, Head of Workforce Management & Customer Service Insights, Tre Sweden
"I think a lot comes down to culture – both the culture of the company as a whole, and the culture within customer service. We are a team with many years of experience."
The technology is in place – but it is the combination of the right culture and deep experience that Anders highlights as the decisive factor behind the award.
"Customers really appreciate our personal approach and our competence."
At Tre, the personal interaction complements the technical delivery. Customers feeling seen and understood is what builds long-term loyalty.
Tre Sweden is already using AI support in customer service today. The next step is about building on that foundation and maximising the value of that work.
"With AI and generative AI, it comes down to ensuring quality and getting data in order so you can analyse the right things."
The right data quality and well-defined processes are the prerequisites for AI to further elevate the customer experience.
Anders Asperen was interviewed on-site at Indicate me's annual customer event High Tech High Touch, 28 May 2026 in Stockholm.