By Lorenz Vandamme, Agile Product Manager, Proximus
The transformation of telecommunications companies to digital
service providers, fuelled by cloud technology, is a fascinating
evolution. It’s a trend that I’ve been a part of for the past 22 years
through my work at Proximus, Belgium’s largest telecommunications company.
Yet I do believe that different telcos approach this shift in
distinct ways. At Proximus we have termed our approach #shifttodigital
— an organisation-wide strategy that is marked by close customer
involvement in the co-creation of superior customer experiences.
Our customers were telling us we had to change our B2B portal, but
we wanted to get to the heart of the reasons why to fully understand
their pain points and expectations. After workshops with 103 customers
from 57 of our business accounts, we knew how to proceed.
We knew it wasn’t going to be easy, as our customer portal provided
incomplete information, a scattered overview of solutions in use and a
confusing journey. One platform implementation later and our 30,000
portal users are confirming we are definitely on the right track.
Optimising customer service management
The modernisation of our customer portal was part of a wider
project to build richer customer experiences using ServiceNow CSM. The onus was on us, not the customer, so we
made a lot of changes internally.
This included centralising all information in one place, building
complete visibility of the status of our business services to customer
service agents, and ensuring relevant information is presented to the
customer at the right time.
One of the key improvements we have achieved is providing full
visibility of tickets and their progress to our customers, via the
portal. Others include a much more personalised experience and more
For example, by detecting a failure and understanding which
customers it may affect, we can automatically create an incident on
their behalf. We can also send out automated notifications ahead of
planned engineering works to any customers that are likely to
One platform to break down barriers
As part of #shifttodigital strategy we have re-engineered the
way both customer services and IT service delivery work at Proximus.
Our objectives were to simplify processes, drive operational
efficiency and increase productivity.
To do this, we needed to move away from our multiple disconnected
tools and processes within the organisation. With ServiceNow we have
standardised on a single platform to create a service and support
approach that is optimised around the customer.
Digital workflows delivered by ServiceNow facilitate fast resolution
of around 10,000 cases per month and, with the help of a diagnostic
tool and intelligent routing, our teams can be assigned automatically
based on skills, availability and location.
By creating full visibility of cases and tickets to our team, and
providing clarity on ownership and responsibilities, we have also
empowered our employees to achieve what Proximus really strives for –
delivering superior customer experiences.
We have seen an immediate business impact driven by new
efficiencies. The average cost of resolving a case reduced in the
months after the implementation and the number of cases closed each
week has been growing continuously.
In addition, freeing up our employees from repetitive and
unnecessary tasks has meant they can focus more on complex challenges
where they can add more value to the business and to our customers.
Challenging our assumptions
#shifttodigital is an ongoing transformation at Proximus and we
continuously test and deliver new solutions to fine-tune our customer
focus. In fact, the out-of-the-box functionalities that come with the
ServiceNow platform are challenging our preconceptions and pushing us forward.
One of the future priorities is the evolution of AI and virtual
agents, which will be key to taking our customer service function to
the next level. This story shall continue…