Challenge

Bpost has the ambition to become a leading international e-commerce and logistics service provider. To realize this, the organization needed to evolve beyond its existing Belgian-rooted services and strengthen its customer-centric capabilities across consumer, business and governmental segments.To support this ambition, a new commercial organization was introduced, creating the need for stronger alignment between strategy, structure and capabilities. At the same time, a clear CX at scale vision and roadmap required a fundamental shift in mindset and ways of working.The key challenge was to embed customer-centricity into the organization and ensure employees had the right skills to bring this into daily practice. This meant not only upskilling teams, but also evolving them into more T-shaped profiles combining deep expertise with broader cross-functional capabilities.

What made the program strong is that it translated customer-centric ambition into concrete learning tracks, tailored to different roles and teams. The real breakthrough came when customer experience, experimentation, data and agile ways of working gradually became shared responsibilities instead of specialist topics.

Jos Donvil, CEO at Bpost Belgium

Approach

WithIn collaboration with Digipolitans, bpost developed a tailored CX growth program designed to embed customer experience at scale across the organization:

• Growth mindset activation: Bpost focused on building awareness and driving motivation by inspiring teams around customer-centricity through plenary sessions and events, while ensuring a clear understanding of why the transformation was needed.
• Capability building through tailored learning: Employees were equipped with the right skills and tools to bring CX at scale into action, including growth marketing, AI, design thinking and CRO. Learning tracks were adapted to different roles within the organization, ensuring relevance and applicability.
• From learning to action: The program translated knowledge into practice by enabling teams to work on real business cases through hands-on collaboration and hackathon-style initiatives, bridging the gap between theory and execution.
• Embedding a T-shaped organization: By combining deep expertise with broader skill sets, bpost strengthened cross-functional collaboration and enabled teams to contribute more effectively to customer-centric initiatives at scale.

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Results

Strong engagement and satisfaction
The program achieved a high satisfaction score across trainings, events and sessions, reflecting strong engagement and perceived value.

Significant capability uplift
Participants reported a clear improvement in their T-shaped CX skills, demonstrating the impact of the program on individual capabilities.

From learning to daily impact
A large majority of participants actively applied newly acquired skills in their day-to-day work, ensuring that the transformation translated into real behavioral change.
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Tangible business output
Beyond capability building, the program generated concrete outputs that directly contributed to team backlogs and ongoing initiatives.

We didn’t just train teams at bpost we helped people truly understand and adopt a customer-centric way of working. By combining mindset, skills and real-life application, the organization was able to turn learning into daily impact across teams.

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Jarno Koopmans
Digital Transformation & Innovation Lead

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