Marianne Eliasson, Head of Service Center Development, Barona
We live in an era where customer service is changing faster than ever. Expectations are rising, technology is evolving and the customer journey is becoming ever more complex. At the same time, there is a clear opportunity: to build service centres that not only solve problems but actively strengthen the customer relationship and the business.
At Barona we have worked actively to develop and integrate various AI-functions for several years. In the latest development phase we have defined three development areas that will steer our journey between 2024 and 2026 — harmonisation, data-driven working methods and technology & AI. Together they form the foundation for how we want to shape the service centres of the future.
Harmonise in order to grow together
Running service centres in multiple countries offers an enormous strength — but also a responsibility. We want to be able to scale quickly, share expertise and at the same time maintain the local customer interaction that makes a difference. Through harmonisation we create efficient and common work methods across national borders. It is about building a clear cooperation model where everyone pulls in the same direction — customers, employees and partners. When the fundamentals are shared, we can devote our energy to what really creates value: the customer experience.
Lead with data – not just gut feeling
From our experience we can state, among other things: Data is a fantastic resource, but only if it is used correctly. Today we collect more information than ever — about customer flows, behaviours, customer interactions and results — but the challenge lies in turning the figures into insights. Our objective is to allow strategy, business need and experience (CX & EX) to drive the processes forward. Through clear KPIs, measurability and continuous learning we create a working method where decisions are based on facts and not assumptions. A data-driven service centre is not cold or impersonal — on the contrary. It gives us the opportunity to understand the customer’s needs deeper and act faster.
AI that strengthens the human interaction
Many talk about AI as something that will replace humans. I see the opposite. AI is a tool that enhances the human interaction. It is about letting technology handle the repetitive and data-heavy, so that our employees can focus on what demands empathy, creativity and judgement. We already use AI to analyse customer dialogues, predict needs and ensure consistent quality in every contact. It creates new opportunities — for our customers and our employees alike. But AI is not a destination. It is a journey where technology, culture and competence develop together.
From efficiency to value creation
The service centre of the future will not only be about answering quickly or lowering costs. It will be about creating value in every interaction. When people, data and technology work in harmony, a service experience is formed that feels both personal and efficient — and that strengthens the entire customer journey.
That is where we are heading. And we gladly invite more companies to join us on the journey.
About the author
Marianne Eliasson is Head of Service Center Development at Barona. She leads the Nordic development of Barona’s service centres with a focus on scalability, employee experience, customer journey, data-driven leadership and technological innovation.