Väre, one of Finland’s leading energy retailers, provides electricity and related energy services to households and businesses.
This story explores how they scaled customer service and improved customer experience in a highly competitive market. As their customer base grew beyond 150,000 customers, they turned to AI to manage rising service demand, reduce costs, and strengthen customer retention. Read more to find out how.
The Challenge
Growth often brings added complexity. As customer service demand increases, operational costs tend to rise. At the same time, maintaining long-term loyalty becomes more challenging, especially in highly competitive markets where customers can easily switch providers.Väre recognized a clear reality: customer experience is a key competitive advantage.
But delivering fast, consistent, and high-quality service at scale required a fundamental shift in how interactions were handled.
The KPIs
The direction for Väre was clear from the start:
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Reduce customer service workload and operational costs
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Increase digitalization through automation and scalable solutions
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Strengthen customer retention
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Ensure consistent, high-quality customer experiences
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Build intuitive and user-friendly digital channels.
They also defined a concrete milestone: achieving a 20% automation rate.
The Solution
The real transformation began in December 2024. Starting with an AI pre-study, it quickly evolved into a multi-phase rollout across customer service and sales.
Phase 1: Building the Foundation
The initial focus was on automating inbound customer service inquiries. AI Agents focused on FAQs were deployed across B2C, B2B, and service environments, quickly reducing manual workload.
But it didn’t stop at automation.
They continuously tested, refined, and improved. This made interactions feel more natural, more helpful, and more aligned with their brand.
Phase 2: From Support to Sales
By November 2025, the project expanded into sales with the AI initially focused on fetching product and contract information, before evolving into a decision guide with recommendation capabilities added in February 2026.
Phase 3: Omnichannel Intelligence
In early 2026, Väre tackled inefficiencies in WhatsApp. A lack of customer authentication had led to duplicate inquiries and friction.
The solution:
- A renewed WhatsApp integration
- Built-in Signicat (digital ID) authentication
- AI-powered 24/7 support within the channel.
Now, giosg’s AI Agents seamlessly handle both WhatsApp and live chat within a single unified interface, ensuring conversations are only escalated when truly necessary while significantly enhancing the overall user experience.
The Results
The impact for Väre has been both measurable and transformative:
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60%+ of all conversations handled by AI 🌟
A major result considering the original 20% target. Väre tripled their original goal. Now, the majority of customers get an answer the second they ask for it, effectively eliminating the wait times that drive people to competitors.
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+50% increase in chat volumes handled during peak times 📈
Driven by Black Friday success and market changes. Whether it’s a volatile market shift or a holiday rush, Väre handles the surge without a dip in service quality. The system scales instantly so no customer feels ignored.
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Human experts focus on high-value care 🤝
By clearing out the repetitive "noise," the support team finally has the breathing room to focus on complex cases that truly need a human touch. This ensures that when a customer needs real empathy, they actually get it.
End note: A Smarter Way to Serve
In practice, the shift is simple but powerful. Customer service teams now spend less time answering repetitive questions, and more time on the interactions that truly require a human touch.
In turn, customers get faster and more relevant responses exactly when they need them.
The real transformation goes deeper. AI has evolved into something more intentional and more sales-oriented. More focused on understanding individual needs, and better at guiding each customer toward the right decision.
This partnership story isn’t about how to replace people. It’s about how to make every interaction smarter 🤝
What began as a way to manage growth and strengthen customer retention has become a strategic advantage where AI and human expertise work side by side – to deliver better outcomes for both the business and its customers.
Explore how you can do the same with giosg by booking a demo.
Read more of our customer stories here.