Lindqvarn Retail / BG-Demo – Kickoff
Callcompleted
Lindqvarn Retail · 6 Jun 2025 09:30
Kickoff with Lindqvarn: Karin Sjöberg owns the brain and wants one view per customer segment. Erik Wallin set conditions on SSO, a written role definition, excluded personal data and written confirmation of data residency.
What was said
What this says
As at Fri 9 Oct 2026Kickoff with Lindqvarn: Karin Sjöberg owns the brain and wants one view per customer segment. Erik Wallin set conditions on SSO, a written role definition, excluded personal data and written confirmation of data residency.
What happened: Marcus Bell and Hamza Akhtar set out the three phases and agreed a weekly Thursday check-in during set-up. Karin will own the brain and Linnea Holm will be admin.
Customer view: Karin said she has to ask three teams and gets three answers. She wants something store managers will use, and she prefers a small first group of users.
Commercial: The order form covers the Enterprise tier, with room for 150 users. Erik said they will not accept separate passwords, which the tier's SSO and SCIM covers.
Watch: Erik wants the role definition before anything is created, and some personal data in tickets excluded. Store feedback is the messy source, and Marcus owes a written answer on data residency.
Themes
As at Fri 9 Oct 2026Theme
Kickoff, security and set-up
Importance
neutral
Sentiment
positive
Voice
champion
Who was there
BG-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
As at Fri 9 Oct 2026- Hamza Akhtar gives Erik Wallin the Snowflake role definition before Linnea Holm creates anything.
- Marcus Bell sends written confirmation of the data region and the kickoff notes with actions.
- Linnea and Erik draft the list of excluded fields, and Hamza checks where store feedback sits.
Risks
As at Fri 9 Oct 2026- Store feedback, the source Karin values most, is scattered across a survey tool and free text and may not be in one place.
- The CISO has made SSO, a reviewed role definition and excluded personal data conditions of the set-up.
- Data residency is unconfirmed until Marcus Bell replies in writing.
Opportunities
As at Fri 9 Oct 2026- Karin is an engaged owner who wants one view of each customer segment and a tool the store managers will use.
- A small first user group with room for 150 users leaves headroom to widen the rollout to store managers later.
Transcript
Marcus BellMorning, everyone. Can you hear me all right? I'll just share my screen in a second, so bear with me.
Karin SjöbergGood morning, Marcus. Yes, we can hear you. How is everyone this morning? We are all here except Erik, I think, he is joining from another meeting.
Hamza AkhtarMorning, Karin. All good here, thanks. Bit of rain in London but nothing dramatic. Hello, Linnea.
Linnea HolmHello, Hamza. Good morning, all. Sorry, I have a lot of tabs open, give me a moment.- Marcus BellNo rush. Right, you should see the kickoff outline now. Happy to jump straight in. What I want to cover today is who is who, what we are trying to get out of the brain in the first few months, how Hamza will run the set-up, and then what we need from you in the next couple of weeks. Does that sound sensible?
- Karin SjöbergYes, that sounds good. And perhaps at the end we should anchor the next steps together, so that each of us knows what they own.
- Marcus BellPerfect, that's exactly the plan. So, quick intros. I'm Marcus, I'm your customer success manager, so after the set-up I'm the person who looks after how the brain is used and runs your reviews. Tom Ashdown is your account owner on the commercial side, he sends his apologies today. Hamza?
- Hamza AkhtarThanks, Marcus. I'm Hamza, implementation consultant. I'll be hands on with your Snowflake account and the connectors, and I'll be the one asking you for access and for people's time over the next weeks.
- Karin SjöbergThank you. From our side, I am Karin, I lead customer insight. I will be the owner of the brain here at Lindqvarn. Linnea manages our CRM, so she will be the admin. And Erik, our CISO, will join when he can.
- Linnea HolmYes, I'm Linnea. I look after the CRM and I'm already the person everybody asks when a customer field looks wrong, so I suppose that is why I'm admin.
- Marcus BellThat's the right person, honestly. Karin, can I ask you to say in your own words why you bought the brain? I've read the notes but it's better coming from you.
- Karin SjöbergOf course. We have about sixty stores across the Nordics, and today customer service, e-commerce and store feedback all live in different places. When someone asks me what customers in a certain segment are unhappy about, I have to ask three teams and I get three answers. What we want is one view of each customer segment. And then, importantly, something the store managers will actually use. What do the stores say, is the question I always ask, and today I cannot answer it quickly.
- Hamza AkhtarThat's helpful, because it tells me the order of the connectors. Customer service and e-commerce first, I'd guess, and store feedback after?
- Karin SjöbergI think so, yes. Although the store feedback is the one with the most value, so let us think about it together. Linnea, what is realistic?
- Linnea HolmStore feedback is the messy one. It comes in from a survey tool and also as free text from regional managers, and I am not sure it is all in one place. The CRM and the helpdesk are clean, those I can open up quickly.
- Hamza AkhtarOkay. That's quite normal, to be fair. So we'd start with the CRM and the helpdesk, get those loading into your Snowflake account, and in parallel you and I look at where store feedback actually sits. Mm, is the e-commerce data already in Snowflake, or is it somewhere else?
- Linnea HolmSome of it is already there, from our analytics team. The orders are. Not the web behaviour, I think. I would need to check with them.
- Hamza AkhtarFine, that's a good first action then. If you can find out which tables exist and who owns them, I can work from that.
- Marcus BellCan I jump in and show the plan on screen? So this is the shape. Phase one is connect and index, phase two is checking the answers with your people, phase three is rolling out to the wider team. Your order form covers the Enterprise tier, so there is room for one hundred and fifty users, but I would not start by inviting everyone.
- Karin SjöbergNo, I agree. I would prefer a small group first. The customer service leads and two or three people from e-commerce. Then we can learn what is useful before we ask the store managers.
- Marcus BellThat fits what I see on other accounts. People who start small and tidy tend to get further. Now, Erik, I can see you've joined. Morning.
Erik WallinMorning, sorry, the other meeting overran. I have caught the last few minutes. I will say upfront that I have a few questions about where data goes.- Hamza AkhtarPlease do, that's what this call is for. Short version first: the brain is built and runs inside your own Snowflake account. Your data doesn't get copied out to a BG-Demo environment.
- Erik WallinYes, I read that in the security pack. What I want to understand is who at BG-Demo can see what, and how we control it. And single sign-on. We will not accept separate passwords.
- Marcus BellThat's fair, and Enterprise includes SSO and SCIM, so users are provisioned from your identity provider. Hamza, can you talk through access?
- Hamza AkhtarSure. We ask for a dedicated role in your Snowflake account, scoped to the databases the brain uses. You create it, you grant it, you can revoke it any time. I'd suggest Erik's team reviews the role definition before we touch anything, and we can share it in writing.
- Erik WallinGood. Then I would like that document before Linnea creates anything. And I want the customer data fields listed, so we can decide what is excluded. Some of the personal data in customer service tickets should not be indexed at all.
- Karin SjöbergErik, I think this is right, and we should anchor it early. Linnea, you would work with Erik on the list of excluded fields?
- Linnea HolmYes, of course. I can do a first list from the CRM fields. The helpdesk I would have to go through properly.
- Hamza AkhtarThat'd be ideal. And if something slips through we can mask it afterwards, but it's far easier to leave it out at the start.
- Erik WallinAgreed. One more thing, the data residency. We are in Sweden, and some of our customers are in Finland and Norway. Where does the processing happen?
- Marcus BellBecause it runs in your Snowflake account, it sits in the region you chose for that account. I don't want to say more than that off the top of my head, so I'll confirm in writing after the call, and Hamza can check the region when he has access.
- Erik WallinPlease do. In writing is what I need for the file.
- Karin SjöbergMaybe we can also agree how often we meet. I would suggest a short check-in every week while the connectors are being built, and then we let Marcus tell us what is normal.
- Marcus BellShall we book thirty minutes, same slot, on Thursdays? Hamza will lead those while we're setting up, and I'll join. After that we move to the quarterly reviews, and I'll pull the numbers so we can see what people are actually asking.
- Linnea HolmThursday works for me. Karin, you are in the stores on Thursdays sometimes?
- Karin SjöbergSometimes, but I can join from my phone. It is fine.
- Hamza AkhtarGreat. So let me read back what I have. One: Linnea finds out which e-commerce tables are already in Snowflake and who owns them. Two: Erik gets the role definition from me, before anything is created. Three: Linnea and Erik draft the list of fields to exclude. Four: I look at where store feedback sits. Anything missing?
- Erik WallinThe written answer on region. That is Marcus.
- Marcus BellYes, that's mine, I'll send it today or first thing Monday. And I'll send the kickoff notes with these actions, so everyone has the same list.
- Karin SjöbergThank you, all. I feel good about this. Let us think about it together again next Thursday.
- Marcus BellBrilliant. Thanks, everyone. Speak next week.
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