Challenge

Proximus needed to respond to a rapidly evolving digital landscape, where customers increasingly expected real-time, hyper-personalized interactions across channels. To stay ahead, Proximus set out to move beyond traditional segmentation toward a more individual, data-driven customer approach. At the same time, the implementation of Salesforce Data Cloud and Marketing Cloud brought new complexity. Business, data and IT needed to work more closely together, ownership had to become clearer, and the new platforms had to deliver their full potential. The challenge was to combine technological ambition with a future-proof way of working: one that could accelerate adoption, improve efficiency and create scalable impact.

At Proximus, we learned that business transformation and technology transformation can accelerate each other. Salesforce was never the goal. Building a more agile, customer-centric, data-driven and hyper-personalized organization was. Technology enabled the transformation, but people, new ways of working and relentless execution turned ambition into measurable results.

Jim Casteele, Chief consumer Market and AI Officer at Proximus

APPROach

In collaboration with Digipolitans, Proximus developed a structured approach to make both the technology and the organization work together:

• Dual-track transformation: Proximus organized the transformation around two parallel tracks: the technical integration of Salesforce platforms and the business adoption needed to make the technology valuable in daily work.
  
• Data & AI roadmap: Proximus translated its strategic ambitions into a clear Data & AI roadmap, with prioritized use cases that helped teams focus on concrete actions and measurable value.
  
• Governance & organization: Proximus introduced clearer ownership models, decision-making frameworks and cross-functional ways of working to better align business, data and IT.
  
• Adoption & change management: To support strong adoption across teams, Proximus invested in structured communication, training and hands-on support, helping people build confidence in the new tools and ways of working.
  
• Future-proof way of working​: Proximus redefined workflows, roles and collaboration models to create a more scalable and agile operating model for the future.

Vertical Divider

RESULTS

Stronger efficiency
Proximus significantly reduced campaign cycle times, enabling faster execution and greater responsiveness to market needs.

Accelerated adoption
Platform adoption increased substantially across teams, supported by structured onboarding, training and change management.

Cross-functional collaboration
Proximus created a clear shift toward integrated ways of working, strengthening collaboration between business, data and IT and reducing operational silos.

Measurable impact
Proximus achieved a 50% reduction in campaign cycle times, 80%+ platform adoption within six months and 3x more cross-functional collaboration between business, data and IT.
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Beyond the numbers, the transformation changed how teams operate: with faster decision-making, clearer ownership and a shared way of working across the organization.

This project shows that scaling data and AI is not just about technology. By combining strategy, organization, and adoption, we helped Proximus turn ambition into a way of working that delivers impact every day.

Meet our expert. 

Jarno Koopmans
Digital Transformation & Innovation Lea

Let's talk

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