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Telecoms companies are going through a period of reinvention as they shift from products to services. Elevating customer experience has never been so important.

Telecoms companies are recognising the need to become customer-centric businesses. At a recent roundtable, sponsored by Coveo and Salesforce, northern European telecoms professionals from Ericsson, Proximus, Telenet and Telia Finland discussed the ways in which the industry is changing

Raising the bar in customer experience

Telecoms markets across northern Europe are shifting rapidly. Product democratisation is entrenched. Loyalty is rock bottom in some countries, while many customers don’t have a deep relationship with their operator. Yet this represents a paradox. Since the pandemic hit, connectivity – via telecoms – is one of the most important aspects of people’s lives.


Sibel Bahadir

Vice-president global customer support offering, Ericsson

Sofien Ben Sassi

Head of enterprise digital channels, Proximus

Tabitha Dunn

Chief customer officer, Ericsson

Sami Henlin

Global account director, Coveo

Jasmina Misljencevic

Industry solutions lead, Salesforce

Filip Nuyts

Chapter lead customer experience & product design, Telenet

Kati Riikonen

Vice-president, head of online, marketing & analytics, Telia Finland