Folkspel, Sweden’s non-profit lottery organisation, is dedicated to supporting associations, clubs, and organisations across the country. With a mission rooted in giving back to communities, ensuring a seamless and positive customer experience is essential to their success.
By implementing Puzzel’s Conversational Intelligence across both their sales and customer service departments, Folkspel has gained valuable insights into the entire customer journey—from the first sales call to ongoing customer interactions. This data-driven approach has helped them improve customer retention, optimise sales strategies, and ensure their high service standards are consistently met.
Connecting sales and customer service for a complete customer view
For many organisations, sales and customer service operate as separate functions. But for Folkspel, combining insights from both departments has given them a clearer understanding of customer behaviour and expectations.
By analysing inbound customer service inquiries alongside outbound sales calls (which are outsourced to an external partner), Folkspel can identify patterns, address potential issues early, and refine their approach at every stage of the customer journey.
Using AI to improve retention and customer experience
One key challenge for Folkspel was understanding why some customers consider cancelling their subscription within the first 30 days. Using AI-powered insights from Conversational Intelligence, they were able to track patterns in customer conversations, pinpointing the most common reasons behind early cancellations.
With these insights, Folkspel has been able to:
- Refine sales scripts – Ensuring potential customers receive the right information from the start, reducing confusion or unmet expectations.
- Streamline communication – Aligning messaging across sales and customer service to create a consistent customer experience.
- Improve win-back strategies – Identifying the most effective approaches for retaining customers who may be considering cancellation.
Ensuring quality and compliance in every call
By tracking customer interactions, Folkspel has also gained insight into how language and communication style impact customer satisfaction.
For example, in sales conversations, AI analysis helps Folkspel assess:
- Whether sales representatives meet quality standards in their calls.
- Which types of introductions lead to longer, more engaged conversations.
- Which USPs (unique selling points) drive successful customer interactions.
On the customer service side, Conversational Intelligence provides insights into:
- How employees can become even better at handling inquiries.
- Why certain customers express dissatisfaction or frustration.
- How to further improve customer satisfaction through more effective communication strategies.
Finally, Folkspel uses the analyses to ensure that all guidelines are followed in all calls and that their external partner meets Folkspel's requirements and high standards.
Looking ahead
By using AI-powered insights, Folkspel continues to enhance its customer journey, improve communication strategies, and strengthen customer loyalty. Their focus on data-driven decision-making not only optimises individual interactions but also ensures that their mission of supporting Swedish associations and clubs is backed by excellent customer experiences at every touchpoint.
With a proactive and data-driven approach, Bredband2 is setting new standards for customer service in the telecom industry—ensuring that every conversation adds value for both customers and employees.
