As Denmark’s second largest privately owned media company, JFM is a household name. Every day, their contact centre handles thousands of conversations - from subscription inquiries to editorial feedback. Behind each call is a customer with a story, and JFM’s mission has always been clear: make every interaction feel human.

But a few years ago, that mission was harder to achieve. Their systems were fragmented, insights were scarce, and agents were left juggling multiple platforms while trying to maintain a warm, empathetic tone.

“We were listening to calls manually, trying to piece together trends,” recalls August Redtz Jensen, Head of Development & Coaching at JFM. “It was slow, and honestly, it wasn’t enough.”

The turning point

Everything changed when JFM partnered with Puzzel. With the Contact Centre platform, they finally had a unified space for calls, emails, and CRM data. And with Conversational Intelligence, they unlocked something even more powerful: the ability to understand what truly makes a conversation great. 

By analysing thousands of calls, JFM found a clear pattern: when agents expressed understanding, used positive language, and acknowledged concerns, customers responded with trust and cooperation. These behaviours consistently led to higher and better outcomes. 

Making empathy a standard

Armed with these insights, JFM set out to make empathy a consistent part of every conversation. They introduced  AI-driven coaching tools to help agents refine their tone and approach and added prompts that encouraged positive phrasing and active listening. Importantly, agents were involved in every step of the process. 

“It wasn’t about replacing people with AI,” August explains. “It was about giving them the tools to shine.”  

The results were immediate. Conversations became warmer, more focused, and more effective. Agents felt empowered, and customers felt heard. 

The impact

The numbers tell a compelling story. Customer satisfaction soared by 62%. Average handling time dropped by nearly two minutes, thanks to smart transcription and voice bots that prepared agents before the call even began. JFM also met and exceeded their sales targets, performance increasing by 15% in Q1, 19% in Q2, and 18% in Q3. Even newsletter opt-ins surged, growing by 13.5% overall, and win-back campaigns achieved in weeks what used to take months. 

Looking ahead

JFM isn’t stopping here. Their next goal? Integrating email transcription into the platform for a complete omnichannel view. “We want agents to have the full picture—calls, emails, everything - so they can deliver the best experience possible,” August shares. 

Key takeaway

For JFM, empathy and AI aren’t opposites - they’re partners. By combining human warmth with intelligent insights, they’ve created a customer experience that’s not only efficient but deeply personal. And in a world where every interaction matters, that’s a game-changer.