When you handle more than 3.2 million customer enquiries across 21 countries, even small inefficiencies can quickly scale into big challenges. And for a retailer like JYSK, whose service promise depends on consistency and quality across borders, understanding what truly happens in customer conversations is essential.
That’s why JYSK began using Puzzel’s Conversational Intelligence - a move that has changed how they coach agents, uncover friction points, and share insights across the organisation.
In a recent webinar, Lasse Berg Sørensen, Customer Service Manager at JYSK, and Kenny Jepsen, Head of Customer Success at Puzzel, shared how this solution is helping JYSK improve service quality, strengthen collaboration across teams, and support agents in their day-to-day work.
Here’s what they shared - and what other contact centres can learn from their journey.
Why customer conversations became JYSK’s most valuable insight source
Most contact centres analyse just 2–5% of their calls - a tiny sample compared to the volume of conversations happening every day. With so little visibility, it becomes almost impossible to understand what’s really driving customer frustration, what’s working well, or where processes are breaking down.
JYSK was no different. Despite recording thousands of conversations, only a tiny fraction were manually reviewed - and that lack of visibility creates blind spots. Teams can’t see the patterns behind long handling times, identify the true drivers of repeat contacts, or understand where empathy makes the biggest difference.
This is why, when JYSK first began exploring Conversational Intelligence, their goal was simple: understand what really happens in customer conversations at scale.
Strengthening everyday customer dialogues
JYSK first introduced Conversational Intelligence in Denmark, Norway and Sweden, starting with a practical focus: improving everyday customer dialogues. This included how agents welcome customers, how they invite dialogue, and how they use positive and empathetic language.
When the initial performance data came in, it revealed gaps the team didn’t expect. Behaviours that felt intuitive weren’t always present in calls -- and with visibility, those gaps became opportunities for improvement.
As Lasse Berg Sørensen, Customer Service Manager at JYSK, explained: “It becomes concrete and actionable. Suddenly your teams feel the impact - fewer repeat calls, fewer frustrations, smoother conversations.”
AI insights that gave JYSK clarity at scale
By analysing every recorded interaction, Conversational Intelligence gave JYSK a level of clarity they had never had before. Instead of relying on assumptions, teams could now see:
- why customers were contacting them
- where conversations became difficult
- differences in how top performers communicated
- which behaviours influenced CSAT
- where automation could help without harming the experience
This shift from opinion to evidence allowed JYSK to focus on changes that truly mattered, both in the contact centre and beyond.
As the value became clear, JYSK scaled the solution across 14 countries, creating a unified approach to communication quality across Europe.
How AI insights help JYSK coach better - and faster
With clear examples from real customer conversations, coaching became both easier and more meaningful. Leaders could show where empathy changed outcomes, highlight strong and weak phrasing, and demonstrate how small adjustments improved satisfaction scores.
This clarity also improved onboarding. New agents now start with a clear understanding of what good communication looks like, and the system helps identify developing habits early.
Beyond coaching: insights that transform operations
One of the biggest surprises in JYSK’s journey was how quickly insights became relevant outside the contact centre. Once teams had visibility into real customer conversations, other departments could act on what they learned.
The case of the missing bed legs
Early in the rollout, automated topic detection revealed a spike in calls about missing bed legs. After digging into call samples, the team discovered customers assumed legs were included because of the website images. The buying department used that insight to update product processes.
“We found that 5–8% of calls were about missing legs… With the examples and insights, the buying department changed the process so legs were added automatically.”
A similar issue appeared later with sofa beds, where legs were hidden inside a zipped compartment - along with the instructions explaining where to find them. With new insights, packaging and customer guidance were updated, reducing unnecessary contacts and frustration.
As Lasse noted: “With the tracker and the knowledge we get, we can easily tell the buying or web team if something needs to change.”
These examples became a template for cross-team collaboration. Web, merchandising, logistics and store teams now routinely use conversation insights to identify and fix friction points.
More confidence, more alignment, and stronger collaboration
Before Conversational Intelligence, JYSK had valuable customer insights - but they were difficult to gather, share or validate. Now, teams across the organisation can see the same patterns, grounded in real conversations.
- Merchandising teams understand product issues earlier
- Web teams identify checkout friction sooner
- Store teams receive targeted guidance
- Leaders can prioritise improvements based on evidence
As Lasse summarised:
“Using these insights has made it a lot easier to show other departments how important it is to change something — with real data and real customer examples.”
What other contact centres can take from JYSK’s journey
JYSK’s transformation wasn’t driven by one big initiative. It was built steadily, through practical steps that any contact centre can adopt:
1. Start with one clear focus area
Pick a single behaviour, process, or customer journey to improve first. Proving value early builds momentum, helps secure buy-in, and creates a strong foundation for scaling Conversational Intelligence across countries and teams.
2. Make insights actionable
Data only drives change when it’s tied to specific behaviours agents can understand and influence. Focus on insights that translate into concrete coaching moments, clearer guidance, or small adjustments that collectively elevate quality.
3. Share insights widely
Customer conversations don’t just reveal service issues, they surface product gaps, website friction, and process challenges. Bringing insights to merchandising, logistics, and digital teams often unlocks the biggest, most impactful improvements.
4. Use AI to support agents, not replace them
AI is at its best when it enhances human capability. Let automation handle the heavy lifting, surfacing trends, highlighting behaviours, and revealing patterns, while agents bring the empathy, judgement, and nuance that shape great customer experiences.
5. Treat Conversational Intelligence as ongoing work
Quality isn’t a one-time initiative. Build trackers, monitor trends, and refine coaching continuously. As products, processes, and customer expectations evolve, your insights, and how you act on them, should evolve too.
What JYSK’s journey shows us
JYSK’s experience demonstrates what becomes possible when every customer conversation turns into insight. With clearer visibility, stronger coaching, and better collaboration across departments, their teams can focus on what matters most: creating simple, consistent, high-quality experiences across every market they serve.
And as their rollout to 14 countries proves, Conversational Intelligence isn’t just a tool for improving service but a foundation for making smarter decisions, faster.
Whether your contact centre is just beginning to explore AI-driven insights or looking to scale existing efforts, JYSK’s experience offers a clear message: start small, focus on what you can improve today, and build from there.
Watch the full webinar
Want to hear the full conversation with JYSK and see the insights firsthand?
Watch the webinar recording here and explore how AI-powered Conversational Intelligence can help your organisation learn from every customer interaction.
Learn more about Conversational Intelligence
Curious how Puzzel’s Conversational Intelligence works in practice? Read more about Conversational Intelligence and how it helps teams uncover insights at scale.
