Interview with Peroen
A fragmented customer journey, inefficient processes, and underutilized data;this was the situation at the telecom provider when Peroen Janssen and his team at Precedence were brought in.
“The client had already initiated several efforts to optimize the customer journey, but the desired results remained out of reach. They needed a fresh perspective on integrating processes and data,” Peroen explains. “Our challenge was to develop a framework that seamlessly connects the customer journey with internal business processes and data.”
“The collaboration started with a workshop where we tackled the problem together. No endless PowerPoint slides, just hands-on work: whiteboards, Post-its, and active discussions. By rolling up our sleeves from day one, we built a solid foundation and gained the client’s confidence in Precedence’s approach.”
From data chaos to a centralized Data
“This company was struggling with a common issue: data and reports were stored in separate departmental ‘silos,’ leading to a lack of coherence. As a result, analyses were conducted in isolation, and an integrated approach was missing. Imagine counting passengers getting on and off at a single train station," Peroen explains. "You know how many people there are, but you’re missing the key insight: how they experience the journey.”
Additionally, the customer journey relied too heavily on manual processes, resulting in reactive service, missed personal interactions, and an increased risk of errors.
Structuring data for impactful
“Many companies have access to massive amounts of data, but the real challenge is structuring and leveraging it effectively,” Peroen says. “Data only becomes valuable when it’s organized and put to use. Real-time data utilization requires restructuring systems from the ground up.”
This is where Precedence excels: bringing together fragmented data, creating a structured framework, and making it immediately usable to drive real impact.
Connecting data to the customer journey
The solution was a Minimum Viable Product (MVP): a data hub powered by a newly developed framework.
“With this, we showcased the potential of data-driven customer journey optimization,” Peroen explains. “By essentially placing an ‘AirTag’ on the customer journey, we could track every step—while ensuring data remained anonymized to protect privacy. Instead of isolated data silos, we consolidated everything and linked it directly to customer interactions. Whether it was an online order or a customer service inquiry, all data was connected in real time.”
Looking ahead: automating insights
The next step is evolving the data hub to proactively enhance customer interactions.
“The current system is reactive, requiring manual queries,” Peroen notes. “Our goal is to generate automated insights that improve customer experiences, without the need for active searches.”
For this, the data hub must be continuously updated with real-time data, enabling predictive analytics to anticipate customer needs. This would allow businesses to personalize interactions, improve service quality, and ultimately boost customer satisfaction.
“We embrace the client’s knowledge and vision, actively involving them in the process so they become co-owners of the solution.”
A transformation that sticks
At Precedence, real transformation happens when the solution becomes part of the organization’s DNA.
“We believe in true collaboration. While our clients know their business inside out, our strength lies in guiding change. What seems like a logical improvement to us can feel like a major shift for them,” Peroen explains. “That’s why we fully involve them in the process. They become co-owners of the solution. By defining the end goal together, we ensure long-term success.”
Instead of pushing pre-packaged solutions, Precedence advises on the best technologies to align with the client’s existing systems and partners.
“As a strategic partner, we help clients see the big picture while guiding them step by step toward their goals. We don’t see ourselves as the heroes of the story, we’re the sidekicks helping the real heroes within the organization unlock their full potential.”
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