Indicate me
Indicate me is a Swedish AI platform that analyses customer conversations across calls, emails, chats, bots and surveys, turning them into structured insights on categories, sentiment and satisfaction for customer service, CX, product and leadership teams.
What is Indicate me?
Indicate me is a customer intelligence platform that turns the conversations a company already has with its customers into structured, searchable insight. It ingests calls, emails, chats, chatbot and voicebot exchanges and survey responses, transcribes what was spoken, and then applies AI to categorise, summarise and score the whole volume. The stated ambition is coverage rather than sampling: the company describes reading every call, every chat, every email, every survey instead of a handful of transcripts a quarter.
The platform is organised into modules. Text & Speech Analysis handles transcription, sentiment and keyword extraction. AI categorisation assigns each case to a main category and subcategory and can place a single case in several categories at once, without the synonym lists that older classification tools require. AI summaries condense each case into the reason for contact and how it was resolved, and can be pushed into a CRM record. Ask Me lets a user query the corpus in plain language and is also available inside Slack. Dashboards & Reports present the results and share them by role, while AI Buddy scores conversations against predefined coaching forms and returns individual feedback. A separate Customer Satisfaction module runs multi-channel surveys and reports CSI, NPS and CES with open comments and sector benchmarking.
Data reaches the platform through an API, which the FAQ describes as the most common route, or by SFTP upload. Typical customers process between 20,000 and 1,000,000 call minutes per month. Transcripts can be automatically anonymised, removing numbers, names and addresses. Splitting sentiment between agent and customer requires stereo call recording.
The publisher is Indicate me AB, based at Solna near Stockholm and part of the Swedish Pulsen Group. The site claims roughly 100 customers across 17 European markets, more than 20 million interactions analysed per year, and states that all customer data is stored in Sweden. There is no self-service route: access begins with a booked demonstration.
What it does
- Analyse every customer conversation across voice, email, chat, bots and surveys
- Categorise contact reasons automatically, including cases that span several topics
- Measure customer satisfaction with CSI, NPS and CES alongside free-text comments
- Detect sentiment and surface recurring topics, root causes and quality gaps
- Answer questions about the conversation corpus in plain language through Ask Me
- Coach agents against predefined criteria with AI Buddy and track progress by team
- Build and share dashboards and reports with role-based permissions
When to use Indicate me / When not to
A quick filter to help you decide if Indicate me is the right fit.
When to use Indicate me
- Contact centre and customer service leaders who need to know why customers are calling, not just how many called
- CX and customer insight teams that want patterns drawn from every interaction rather than from a quarterly sample
- Product teams looking for evidence from real customer conversations before deciding what to build next
- Sales and retention teams hunting early churn signals that CRM usage data does not capture
- Large Nordic and European organisations in logistics, finance, telecom, energy, transport, media, retail or travel
When not to use Indicate me
- Small teams or individuals: there is no self-service sign-up, no free plan and no published price list
- Buyers who need to compare budgets upfront, since every figure sits behind a sales conversation
- Organisations needing an interface in a language other than English or Swedish
- Teams wanting a mobile app: Indicate me is delivered as a web application only
- Companies that require published security certifications such as ISO 27001 or SOC 2 before procurement
How to use Indicate me
A typical end-to-end flow, from setup to results.
- Book a tour through the website, since there is no self-service sign-up
- Agree the scope with the vendor, which takes responsibility for the whole implementation
- Connect your conversation sources, most commonly via API, or upload material by SFTP
- Arrange stereo call recording if you need sentiment split between agent and customer
- Let the platform transcribe spoken interactions and convert every channel to text
- Review the automatic categories and add synonyms or flags where you want fine-tuning
- Set up customer satisfaction surveys and choose between CSI, NPS and CES measures
- Build dashboards and apply filters so each department sees the interactions relevant to it
- Query the corpus in plain language with Ask Me, in the platform or from Slack
- Define AI Buddy coaching forms, keeping to around twelve items each for best results
Pros & Cons
Pros
- Customer data is explicitly stated to be stored in Sweden
- Full coverage of interactions is claimed rather than sampling, across voice and text channels alike
- Genuinely multi-channel: calls, emails, chats, chatbots and surveys are analysed together
- Backed by an established group, Pulsen, founded in 1964 and reporting SEK 3.6 billion revenue in 2024
- Named customer references including PostNord, Aller Media, Lyreco Norway, ATG and Ving
- The vendor runs the implementation, including coordination with third-party system suppliers
- Automatic anonymisation of transcripts covering numbers, names and addresses
Cons
- No pricing is published at all, and the only figures on the site sit behind a password and cover an add-on
- No terms of service exist: the footer link labelled Terms of Service points to a dead anchor
- The cookie policy is published carrying an unedited note calling itself a placeholder
- No security certification such as ISO 27001 or SOC 2 is claimed anywhere
- The API is commercially real but has no public documentation
- Published figures contradict each other on NPS, on language coverage and on the number of European markets
- No data retention period is stated, and the site is unreadable without JavaScript
Pricing & Plans
Indicate me publishes no prices. Neither sitemap contains a pricing page, and requests to plausible pricing paths return the site's standard not-found response. There is no free plan and no free trial on offer; the only route in is a booked demonstration, which places the tool in a contact-sales model. A price table does exist inside the site's JavaScript, but it is protected by a password and covers Credits, described by the vendor as an add-on to Indicate me that funds on-demand AI analyses in Ask Me, prompted dashboard widgets and AI Buddy. Those figures — 500 credits for SEK 1,190 rising to 5,000 credits for SEK 8,900 — top up an existing subscription and do not represent an entry price. The same page refers to subscription tiers that are published nowhere. No starting price is therefore recorded here, because quoting a credit top-up would misstate the real cost of adoption.
Data, GDPR & hosting
A consolidated view of how Indicate me handles your data.
GDPR overview
Indicate me publishes a ten-section GDPR policy covering processing principles, security, breach notification within 72 hours, transfers outside the EU, sensitive data, processors, data subject rights and policy updates. Indicate me AB is named as data controller at Pipers väg 28, 170 73 Solna, and a Data Protection Officer is reachable at hello@indicateme.se. Transfers outside the EU are permitted only under an adequacy decision, binding corporate rules or Commission standard clauses. Engaging a processor requires a written agreement with defined subject matter, duration, confidentiality and security obligations. Two gaps are worth noting: the document is a generic corporate GDPR policy rather than a product privacy notice, and the site never actually claims to be GDPR compliant in so many words. No retention period is stated anywhere.
Who owns the data?
The site does not publish terms and conditions, so no contractual clause on ownership of customer data is available: the footer link labelled Terms of Service points nowhere. What the privacy policy does establish is the role split. Indicate me AB declares itself the data controller for personal data processed within its own operations and states that it acts as a data processor in some cases, which is the position it would hold when analysing conversations on behalf of a client. The policy also requires a written data processing agreement whenever Indicate me engages a processor of its own. Beyond that, ownership, licensing and reuse rights are simply not addressed in any public document.
Reuse rights
No public document grants or restricts reuse rights, because Indicate me publishes no terms of service. In practice the platform is built for customers to work with their own material: conversations are transcribed, categorised and summarised, and the FAQ states that a customer's CRM can pull categorisations and AI summaries back out through the API, which implies the client keeps operational control of the output. Transcripts can be automatically anonymised, with numbers, names and addresses stripped. What is never addressed anywhere on the site is whether customer data is used to train AI models: there is no statement, no opt-out and no commitment either way.
Data retention & training
Hosting summary
Indicate me states plainly in its FAQ that all customer data is stored in Sweden. That is the only geographic commitment published: no hosting provider, data-centre region or infrastructure partner is named, and there is no trust or security page. The privacy policy contains a section on transfers to third countries, permitting them only under an adequacy decision, binding corporate rules or European Commission standard clauses, but this is a statement of legal principle and not a description of where data actually resides — it should not be read as contradicting the Swedish hosting claim. The marketing site itself is served through Cloudflare, whose anycast network resolves to nodes outside Sweden; that reflects the delivery of the public website only and says nothing about the platform holding customer conversations. No list of subprocessors is published and no hosting certification is claimed.
Things to keep in mind
Risks and trade-offs to weigh before adopting Indicate me.
- Recorded customer conversations are highly sensitive, yet no terms of service are published and no retention period is stated: establish both contractually before sending any data
- Whether conversations are used to train AI models is never addressed on the site, and no opt-out is offered, so silence should not be read as a guarantee
- Agents know they are being scored by AI: coaching analytics can slide from development into surveillance if results are used punitively rather than formatively
- The vendor concedes that transcription occasionally misspells words and advises trusting the patterns, which means individual quotes should not be treated as verbatim evidence about a person
- Automatic categorisation can quietly entrench its own blind spots: a contact reason the model does not recognise disappears from the statistics leaders rely on
- Published figures on the site disagree with each other on NPS, language coverage and market count, so treat vendor metrics as claims to verify rather than facts
- Delegating the reading of customer conversations to AI can erode the habit of listening directly, and with it the tacit knowledge that made the team good at the job
Setup & Integrations
Technical difficulty
Moderate, and largely handled for you. Data reaches the platform through an API, the most common route, or by SFTP upload, so some involvement from whoever owns your telephony and CRM systems is required. Indicate me states that it takes responsibility for the whole implementation, including coordination with third-party suppliers, and provides training and best-practice guidance. Two prerequisites matter: separating sentiment between agent and customer requires stereo call recording on separate channels, and AI Buddy only works if text and speech analysis is already in place. This is an integration project rather than an online sign-up.
Deployment
Integrations
Supported languages
Behind Indicate me
Social
Resources
All the official URLs gathered for verification and reference.
Frequently asked questions
What does Indicate me actually analyse?
Where is customer data stored?
Is there an API?
How much does Indicate me cost?
How many languages does it support?
Who is behind Indicate me?
Can transcripts be anonymised?
Is my data used to train AI models?
Is there a mobile app?
What volumes does the platform handle?
Should you pick Indicate me?
Indicate me is a mature, narrowly focused product rather than a general-purpose AI assistant. It does one thing — read the entire volume of a company's customer conversations and make the result usable — and the evidence that it does so at scale is reasonably solid: named references such as PostNord, Aller Media and Ving, roughly 100 customers across European markets, a parent group founded in 1964, and audited figures showing a growing Swedish business. For a European buyer the standout commitment is that all customer data is stored in Sweden, stated plainly rather than hedged.
The reservations are about transparency rather than capability. Nothing about cost is public: there is no pricing page, no free plan and no trial, and the only figures anywhere on the site are password-protected and describe a credits add-on rather than the subscription. More surprising for a vendor handling recorded customer conversations, there are no terms of service at all — the footer link is a dead anchor — the cookie policy still carries an unedited note describing itself as a placeholder, and no security certification is claimed. The site also contradicts itself on its own numbers, quoting an NPS of 87 in one place and 82, 91 and 100 in another, and 15 analysis languages against roughly ten.
None of that undermines the product, but it does shift work onto the buyer. Retention periods, model-training practices, contractual terms and price all have to be established in the sales conversation, because none of them are published. For an organisation with high conversation volumes and a preference for keeping data in Sweden, Indicate me deserves a place on the shortlist — with a thorough due-diligence pass on the paperwork.
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