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1: Speaker & Role
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1.1 - Stéphane Sloodts — Background & tenure
- 0:06 — Intro; at Proximus since 2000
- 0:10 — Started as campaign manager
- 0:48 — Managed a team of ~35 people
- 1:28 — Early years leading a 35-person team
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1.2 - Shift into marketing automation
- 0:15 — Moved from campaigns to marketing automation
- 3:30 — Role change into core marketing discipline
- 3:38 — Learning what “marketing automation” really is
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1.3 - Current mandate & interfaces
- 14:57 — How marketing teams orbit around campaigns
- 15:03 — What campaign managers bring to the table
- 15:49 — Teaming: marketeers + campaign managers + CRM
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2: Proximus Overview & Brand
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2.1 - Company footprint (Belgium → Group)
- 8:53 — Historical incumbent in Belgium; nationwide presence
- 9:40 — Belgian telco based in Brussels with many locations
- 12:28 — “Proximus represents what Belgium is”
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2.2 - Purpose & values
- 10:07 — Purpose: serve customers; bring people together
- 10:12 — Promise is lived inside the company
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2.3 - Culture & language reality
- 11:23 — Belgian language mix: EN vs FR/NL nuance in comms
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2.4 - “Badjas” TV campaign anecdote
- 10:42 — “Who took my badjas?” set-piece
- 10:48 — Badjas = bathrobe; celebrity scenes
- 11:36 — Recalled as a cultural touchpoint
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3: From Pure Outbound → Outbound + Inbound
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3.1 - The strategic pivot
- 0:25 — From pure outbound to outbound+inbound
- 1:06 — Evolving the approach beyond “simple outbound”
- 1:39 — Platform evolution: pure outbound → mixed model
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3.2 - Listening and integrating “what’s next”
- 2:07 — Building with what’s onboard; listening to the market
- 2:36 — Focus on tech that truly changes the business
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4: Engagement Strategy
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4.0 - Context: outbound + inbound in one design
- 0:25 — Why the combined strategy matters
- 1:06 — From “simple outbound” to richer journeys
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4.1 - Outbound channels & scale
- 16:14 — Channel set: email, SMS, push
- 16:19 — RCS and traditional channels in the mix
- 16:56 — Email/SMS/outbound call; RCS/WhatsApp most used
- 17:47 — Volume: ~70 M emails/year; 15–16 M SMS
- 18:11 — Outbound volumes reiterated
- 26:17 — Models in RTD → response-rate lift
- 26:31 — 2–3× response in call centers/messages
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4.2 - Inbound moments & touchpoints
- 16:37 — Digital: web / app / TV
- 16:41 — Contact centers (sales/technical) included
- 17:24 — Agents in shops; technicians
- 17:10 — Engage when the customer makes contact
- 18:21 — Scale: ~600 M inbound interactions/year
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4.3 - Orchestration: RTD & loyalty
- 18:41 — Inbound RTD decides reward
- 19:00 — One setup driving inbound & outbound
- 19:16 — Reward shown in app; outbound notifies
- 19:29 — Deep-links to the right page
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4.4 - Next-Best-Offer on web
- 24:29 — NBO surfaced on the website
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5: Data, Privacy & Governance
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5.1 - Privacy & GDPR stance
- 21:14 — Privacy is a challenge today
- 21:18 — GDPR is super important
- 26:39 — Privacy & consent as cornerstones
- 27:51 — Privacy is not an option; it’s an obligation
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5.2 - Consent capture & enforcement
- 26:41 — Consent baked into every campaign
- 26:52 — Consent as operational gate for actions
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5.3 - Unified customer view (profile + behaviours)
- 22:42 — Understand who is the customer
- 22:47 — Combine profile with online/offline behaviour
- 22:57 — React to opportunities & challenges
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5.4 - Contact rules / intensity control
- 27:06 — Strong contact-pressure rules
- 27:11 — Avoid spam / contradictory messages
- 27:36 — Enforced inside the platform
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6: Intelligence & Personalisation
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6.1 - Model estate & cadences
- 23:08 — Many different data models running
- 23:12 — Cadences: daily / weekly / monthly
- 23:48 — >120 models to understand customers
- 23:46 — 120–150 models across cadences
- 23:53 — Identify moments of truth
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6.2 - From “what” to “how” (contextual delivery)
- 24:01 — Hyper-personalisation: need at a specific moment
- 24:18 — Not just message choice, but context/form
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6.3 - Channel-aware creative adaptation
- 24:23 — Examples across multiple channels
- 24:33 — Cycling vs football fan backgrounds
- 24:38 — Age-aware background changes
- 24:45 — Tone and context tailored to the person
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6.4 - Artifact-level personalisation
- 25:02 — Every element can be personalised
- 25:05 — Text, button, background
- 25:10 — Even image colours can change
- 25:16 — Data-driven; feels “only for me”
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7: Platform & UNICA
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7.1 - Right offer/time/channel after UNICA
- 19:54 — Engaged with UNICA; automated many activities
- 20:00 — Right customer, right offer, right time, right channel
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7.2 - Why modernise
- 19:42 — Old setup was archaic and time-consuming
- 19:48 — Decision to move to something robust
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7.3 - Working with HCL
- 4:16 — Pushing boundaries together with HCL
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7.4 - Org/role synergy around the platform
- 14:57 — Teams across marketing functions
- 15:03 — Campaign managers’ role
- 15:16 — CRM keeps relevance in the back
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8: Performance & Impact
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8.1 - Response-rate uplift
- 26:10 — RTD + models → higher response
- 26:17 — 2–3× in call centers/messages (1)
- 26:31 — 2–3× in call centers/messages (2)
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8.2 - Efficiency / time-to-market
- 19:42 — Archaic → automated; core work now targeting/offering
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8.3 - Customer experience & relevance
- 10:07 — Service promise (beyond slogan)
- 27:31 — When we send, it’s relevant — noise avoidance
- 25:19 — Only-for-me feeling
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8.4 - Scale highlights
- 17:43 — >3 M customers; ~70 M emails; 15–16 M SMS
- 17:58 — ~600 M inbound interactions/year (mention 1)
- 18:21 — ~600 M inbound interactions/year (mention 2)
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9: AI & The Road Ahead
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9.1 - Generative & Agentic AI
- 20:12 — Big burst last year; will change how we work
- 20:34 — Generative + Agentic AI will drastically change work
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9.2 - Unica+ & Max AI
- 20:54 — Unica+ with Max AI coming in
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9.3 - “When to react” problem
- 22:19 — AI helps decide when to react (or not)
- 22:24 — Challenge: correct reaction timing
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9.4 - Next frontier: connect the dots
- 31:02 — Connect the dots with AI
- 31:07 — Consolidate customer data; design unique experience
- 31:27 — Signals → moments; marketing must respond
- 31:37 — Everything is connected
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10: People, Culture & Human Angle
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10.1 - Diversity & openness
- 12:28 — Proximus mirrors Belgium’s diversity and evolution
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10.2 - Human service emphasis
- 10:07 — Promise to serve; obligation to deliver
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10.3 - Real-life campaigns & storytelling
- 10:42 — “Badjas” anecdote as cultural storytelling
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11: VO Narration (Montage)
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11.1 - Digital Belgium — scale & usage
- 28:15 — This is Belgium: digital scale & reliance
- 28:23 — ~2 B minutes of video streamed/day
- 28:27 — ~300 min/day online per customer
- 28:32 — 3 M people rely on Proximus daily
- 28:37 — Number one operator (VO)
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11.2 - Beyond telco: lifeline & promise
- 29:02 — More than a telco—lifeline
- 29:12 — Service level = promise/obligation
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11.3 - Everything is connected
- 31:45 — Moments are life moments, not just digital signals
- 31:54 — Journey → memorable experiences → loyalty
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11.4 - Marketplace of services (travel example)
- 32:06 — Not just a telco contract
- 32:11 — We are a marketplace of services
- 32:20 — Travel: roaming + insurance + useful services