Proximus NXT

For the past nine years, Customeyes and Proximus NXT, formerly Telindus, have teamed up to gather customer insights. Last year, Customeyes conducted both quantitative and qualitative surveys. In this customer case study, we discover what customer focus means to Proximus NXT and how the company aims to become even better at it.

A good customer experience as a precondition

Proximus NXT has been serving corporate customers in the Netherlands for nearly 40 years with challenges related to IT infrastructure. With over 235 colleagues, the company works on a distinctive customer experience. Offering good customer experience is central in the IT sector. Jeroen explains: “This is the trend you generally see. This is where an IT organisation can make a difference. Providing good service is increasingly becoming a precondition. This is also explicitly requested for in tenders.”

A good customer experience is therefore vital for Proximus NXT. The aim is not only to serve customers, but to create real fans. “We want to serve our customers from the basis of customer-centricity and intrinsic motivation. This is also in line with our ambition to truly act as a managed service provider. Part of that is delivering a very good service and managing the customer experience. That way, we create fans who are happy to do business with us and see us as a valuable strategic partner,” Jeroen further explains. The aim of Proximus NXT is that all employees are customer-driven: they think and act from the customer’s best interest.

From customer-focused to customer-driven: it starts with the first customer interaction

Customer focus is a cornerstone at Proximus NXT, partially thanks to their skilled and professional employees. This was reaffirmed during a roundtable session where customers were invited to share their experiences. Jeroen recalls, “One standout moment for me was when a customer mentioned how warmly they are always welcomed by our receptionist. The customer truly put her in the spotlight. Having customer-focused employees provides a strong foundation on which we can build to become customer-driven.”

The journey toward being customer-driven comes with its challenges. “The team at Proximus NXT is motivated by a continuous desire to improve. At times, this drive can lead to taking on too much at once. That’s when you need to make choices to accelerate effectively.” Ultimately, being customer-driven offers deep satisfaction. “It’s wonderful to work with customers daily and see the impact we have on them. Receiving compliments from satisfied customers gives us a sense of pride and appreciation, which, in turn, fosters a positive work environment and happy employees.”

Customer survey as a positive contribution to the customer experience

Shifting to a customer-driven approach—where you don’t just respond to customer inquiries but proactively work to prevent problems—requires deep customer insights. The goal is to exceed customer expectations and build strong collaborations. Customer satisfaction surveys conducted by Customeyes plays a critical role in this effort. Proximus NXT and Customeyes have partnered on this for nine years. Last December, Customeyes carried out both quantitative and qualitative surveys. “The addition of interviews is extremely valuable. These conversations yielded great insights. Beyond being pleasant discussions, they allowed for follow-up on specific answers. We plan to continue this research approach in 2024.”

For Proximus NXT, conducting surveys isn’t a goal in itself. Jeroen explains, “The survey needs to provide actionable insights. The results help align everyone at Proximus NXT towards the same goals. This means making choices that benefit the customer. Additionally, customer surveys should positively influence the overall customer experience. We want to avoid overwhelming our customers with too many questions.”

Small talk at the coffee machine are about customer experiences

By gathering insights and sharing them across the organisation, Proximus NXT aims to close the gap between customers and employees. Employees meet several times a year, inviting a customer or discussing a specific customer case. This way, everyone feels involved in the customer experience. “Everyone has a direct or indirect role in the customer journey. Recently, I was with colleagues from our internal IT department, who handle laptop and phone distribution. What they do is create a seamless work environment, enabling their colleagues to serve customers even better,” says Jeroen.

The gap is also bridged through effective communication. “We send out internal newsletters, and in our office, we have narrowcasting screens that display both positive and critical customer quotes. As a result, conversations at the coffee machine often revolve around customer experiences. This way, we keep customer experience top of mind throughout the year.”

The future: to measure is to know

Looking ahead, Proximus NXT has ambitious plans to further strengthen its customer-driven approach. Jeroen explains that this includes continuously measuring customer satisfaction. “We are considering moving away from conducting surveys just once a year and instead spreading it throughout the year. This would provide customers with greater flexibility and ensure the research aligns better with their needs and schedules. We’ll continue working with Customeyes to realise these developments and further enhance our customer-driven focus.” By leveraging multiple data streams, Proximus NXT aims to further improve the customer experience—not only through research but also by utilising real-time data, such as website visits and customer interactions.