Tele2: the Dream-Makers Bootcamp

How we turned strategy into play, so Tele2ers could step into their customer experience and learn to deliver it even better. Ten times over.

Things change fast in the technology and communications world, and with many options and providers, every company needs to make sure they stand out. 

Our client, Tele2 knew that the key to their success was in their superb customer experience (CX) and they worked hard in creating their new CX strategy.

But as the tired saying goes “culture eats strategy for breakfast” so, without the culture to support it, strategy will be only a beautiful document in someone’s folder…

The need

Tele2 came to us with a clear request: to create a training program that would translate the essence of the strategy into something engaging, memorable, and most importantly, actionable.

They didn’t just want Tele2ers to learn a strategy—they wanted them to live it. The challenge wasn’t just about teaching them the basics of empathy, curiosity, and customer-first thinking; it was about inspiring them to adopt these values in a way that would feel exciting, fun, and real. 

We also had to make it clear that this wasn’t just another “this is what CX is, here’s how you do it” training. It needed to be immersive, hands-on, and—above all—surprising. And we mean, VERY suprising. We even floated ideas of building a real house inside their offices or an immersive detective game. 

Let’s not talk, let’s DO

In the end, we created The Dream-Maker’s Bootcamp – a completely unique, interactive and slightly theatrical training experience. With only three weeks to go from brief to execution, we had to get it right fast. The pressure was on, but that’s when you really need to lean into your gut instincts. The training felt right, and strakeholders agreed. 

The structure of the training was a 4-act immersive play/game that threw participants into the fictional worlds of “The Dreamer” (the customer) and “The Warehouse” (the internal colleague with their own set of dreams and challenges). These two characters, played by real actors, brought the experience to life, allowing participants to navigate the complexity of customer needs and internal collaboration while having fun and letting go of “real world” limitations. 

It wasn’t just about learning through lectures or theory—it was about stepping into a world where empathy, creativity, and curiosity were put to the test. The training became a space for employees to practice these soft skills while embracing the unpredictability of real-world customer interactions.

For the 10 training days, every Tele2 employee went on this journey with us, getting familiar with their Dreamer and Warehouse.

1. The First Act – Setting the Stage 

We began with a confusing yet intriguing introduction to the “bootcamp,” where the trainer set the stage for what was about to unfold. This moment of confusion was intentional—by making participants question what they were about to experience, we piqued their curiosity and got them ready for the unexpected.

2. The Second Act – The Dream

This was where the fun truly began. The Dreamer took the stage and performed a monologue that gave participants subtle clues about their unique dream and needs. After the monologue, participants were divided into teams and had only 3 minutes to interview the Dreamer, simulating a real-world scenario where time is tight, and understanding the customer is crucial. This exercise pushed participants to be actively curious, ask the right questions, listen attentively and think outside the Tele2 world.

3. The Third Act – The Mad Scientist Time

Here we brought the creative challenge into focus. Armed with limited time (20 minutes), teams were tasked with designing a prototype that could help make the Dreamer’s dream come true. However, things weren’t that simple.

They had to visit the “Warehouse,” a space filled with craft materials and props, where they encountered the Warehouse worker, Virve. The challenge was twofold: gather the right materials for the prototype and ensure that they treated Virve with the same level of empathy and curiosity they had for the Dreamer. 

This “curveball” was designed to push participants beyond “performative empathy” and into a deeper understanding of the human aspects of their work.

4. The Fourth Act – the Reveal

the teams presented their prototypes to the Dreamer. The solutions were imaginative and bold: from time machines to glasses that could detect illness, participants showed incredible creativity in turning dreams into tangible ideas.It was FUN, it was silly, and it was enjoyable!

5. The Final Act – the Graduation 

…or rather, the joint reflection of the day. It was here that participants got to share who they thought th Dreamer was, the Warehouse and what they took with them for their workdays. There were medals, there was clapping and there was a lot of sharing of emotions and personal experiences, just as we like it! 

After 10 rounds of training both in Tallinn and Tartu, our amazing time with Tele2 was over, and we couldn’t be prouder of what we achieved together with our partners. The impact of The Dream-Maker’s Bootcamp was clear. Every employee in Tele2 went through the training, breaking down silos and creating a shared understanding of the CX strategy and of what it takes to make it succeed as a team. 

Snap Back to Reality 

Feedback was overwhelmingly positive, with participants rating the experience 4.5 out of 5. They felt more connected to the CX strategy and understood that empathy, creativity, and curiosity are key to making it a success.

For us, this project was a reminder that training doesn’t have to be traditional or boring to be effective. With the right amount of creativity, collaboration, and a willingness to embrace the unexpected, we created something memorable that Tele2 will carry with them for years to come.