In this episode of the Digital Customer Experience Podcast by giosg, host Daniel Paul sits down with Hanna Kollberg from Telia, a visionary leader in strategy, data, and market research.

Currently thriving in the telecom industry, Hanna shares her unique perspectives on leadership, innovation, and the intersection of AI and creativity. From horseback riding to AI-driven transformation, this conversation is packed with insights for leaders navigating the digital age.

Embracing change as a leadership superpower

Hanna describes herself as "obsessed—almost addicted—to change." She firmly believes that stagnation equals regression, advocating for continuous movement and innovation in both leadership and business. One of her key leadership lessons came early in her career, during difficult conversations with underperforming employees. Instead of seeing these as setbacks, she viewed them as opportunities to guide and transform individuals into top performers.

"Having warmth while being clear on objectives enables people to drive their own change."

This leadership approach has been instrumental in her success, allowing her to balance strategic goals with a deep understanding of people.

Creativity, data, and AI: A powerful trio

For Hanna, creativity isn't limited to artistic expression—it extends to coding, programming, and problem-solving. She argues that creativity and data are not opposites but powerful complements.

"Creativity doesn’t have to be creating a movie. It can be coding, programming—taking insights and pushing them beyond the obvious."

At Telia, this mindset fueled the creation of Optimus, an AI-powered tool designed to streamline content creation. Built in-house, Optimus helps generate personalized content efficiently, allowing teams to focus on high-value creative work.

"AI shouldn’t be what makes your company stand out—it should drive efficiency so you can focus on customer interactions and creativity where AI doesn’t cut it."

Striking the right balance between AI and the human touch

With AI becoming a fundamental part of business operations, Hanna stresses the importance of integrating it within core teams rather than as a siloed function. She believes that AI is not a replacement for human work but a tool to enhance efficiency.

"AI will not replace you, but AI plus human will. Be the human who embraces AI."

She envisions a future where AI-powered automation optimices repetitive tasks, freeing up time for deeper customer relationships and strategic decision-making.

Leadership in a fast-paced industry

Having worked across industries like entertainment, retail, and telecom, Hanna has learned that effective leadership requires a mix of adaptability, clarity, and prioritization. When managing diverse teams—ranging from high performers to strong team players—her approach is to define clear expectations while fostering collaboration.

"Great leadership is about balancing business goals with individual strengths, ensuring both the company and its people thrive."

She also emphasizes the need for structured data to drive seamless digital customer experiences. Whether customers engage through a chatbot, website, or customer service representative, the experience should be unified and personalized.

Looking ahead: The future of telecom and AI

Hanna predicts that telecom companies will increasingly leverage AI and data to enhance customer experiences. While pricing strategies will always play a role, she sees personalization and superior digital interactions as the key differentiators in the coming years.

"The telecom industry has become a sea of sameness. The real opportunity lies in leveraging data to create standout customer experiences."

 

For aspiring leaders, her advice is simple but powerful:

✔ Find a mentor or leader who inspires you.
✔ Know your values and lead with clarity and honesty.

 

Final thoughts