Case Study: DSB Lifted Customer Sentiment by 35% With Puzzel

DSB, Denmark’s national railway operator, serves over 195 million passengers each year, making exceptional customer service critical. Yet, historically, DSB relied heavily on manual processes and internal assumptions.

To change that, they turned to AI-driven insights, bringing in conversational intelligence to better understand customer needs, identify pain points, and guide smarter decisions across the organization.

Challenges

Before implementing Puzzel’s Conversational Intelligence, DSB gathered customer feedback through traditional surveys, limiting their understanding of real customer pain points.

Internally structured processes added friction to the customer journey, leaving teams with limited visibility into what customers were truly experiencing.

“Five to ten years ago, we didn’t have many insights into what our customers were actually thinking,” said Søren Kristian Steffensen, Analytics Manager at DSB. “We based many decisions on gut feelings and internal assumptions.”

Solution

To address these challenges, DSB integrated Puzzel’s Conversational Intelligence, an AI-powered solution that automatically transcribes, tags, summarizes, and analyses customer interactions.

“We quickly gained insights into our challenges, opportunities and future possibilities,” said Søren. “Now, we genuinely understand customer struggles. We’ve flipped our approach, aligning digital services directly with customer needs.”

Results

Since implementing Conversational Intelligence in December 2023, DSB has seen strong improvements across key areas:

• Customer sentiment increased from 43.7% to 58.8%, exceeding their target of 54%. “Our goal for 2026 is 67.9%, and we’re currently on track,” Søren noted.
• Tagging accuracy jumped from 65% to 95–98%, delivering more reliable insights and saving around 400 hours annually through automation.
• Improved experience across channels, with conversation analysis highlighting key pain points, such as website navigation, leading to targeted improvements.

Better Visibility Across Digital and Written Interactions

DSB also extended Conversational Intelligence to analyse text-based interactions, identifying resolution rates and SLA performance across tickets.

Deeper, Data-Driven Insights

Conversational Intelligence effortlessly analyses large data volumes, clearly identifying key customer issues. For example, out of 38,231 analysed conversations, DSB learned that 30% mentioned their website, highlighting the need to make improvements to their website.

Conversational Intelligence has helped DSB’s shift from reactive customer service to proactive problem-solving. “Insights no longer die at the frontline,” said Søren. “Now, we have actionable data available company-wide, influencing strategic decisions.”

With valuable insight into customer needs and behaviours, DSB’s leadership can prioritize more effectively, whether it’s improving web content or supporting new product launches.

“We’ve moved from a traditional, cost-focused customer centre to becoming strategic advisors within the organization,” Søren added. “That shift required strong change management, made possible by reliable, AI-driven data.”

The Future

While Conversational Intelligence is already delivering results, it’s just one part of a broader transformation at DSB.

“This is part of a much bigger transformation,” Søren explained. “By expanding these insights into other areas in the business, we can unlock even greater value – for our customers, our teams, and our strategy.”

Next on the agenda: closer integration with digital channels to enable faster resolutions, more proactive support, and a smoother experience for passengers.

“Expectations for AI-driven solutions like Conversational Intelligence are higher than ever. We’re increasingly trusting AI, recognizing its enormous potential in customer service.”

---

This post has been re-published by kind permission of Puzzel - view the original article.

Call Centre Helper is not responsible for the content of these guest blog posts. The opinions expressed in this article are those of the author, and do not necessarily reflect those of Call Centre Helper.

Reviewed by: Rachael Trickey