Telenet Improves Workflow Efficiency up to 90% with Alteryx and Snowflake

Enabling a modern, agile CRM team

Telenet’s CRM team plays a central role in shaping the company’s customer experience. Their mission: deliver data-driven, hyper-personalized campaigns that connect the right offer with the right customer at the right time. With 20 analysts spread across the organization, they focus on campaign execution where performance measurement, data access and workflow agility are critical.

But Telenet’s marketing engine was bumping up against old limitations. Their tech stack, SQL for data exploration, SPSS Modeler for ETL, and a third tool for scheduling, was outdated, slow and not compatible with the future cloud set-up.  It was clear the status quo couldn’t support the company’s broader cloud transformation.

Moving from legacy limits to cloud potential

Telenet’s broader data organization had already committed to a full cloud transformation using Snowflake and AWS. For the CRM team, that meant rethinking their approach to ETL and campaign execution. Analysts needed a new tool — something business-friendly, low-code, and powerful enough to replace SPSS Modeler while integrating cleanly with their cloud data warehouse.

The stakes were high. Without a better system, analysts had to wait days or even weeks for new data points. Workflows were clunky, fragmented, and hard to scale. “We knew we needed to change everything to go faster, be more agile, and personalize at scale,” said CRM Analyst Michiel Opdebeeck. “We were stuck in slow cycles, relying too much on legacy tooling and IT. That had to change.”

A cloud-first, business-ready solution

Telenet’s shift to a full cloud architecture, anchored by Snowflake for data warehousing and AWS for processing, created the perfect moment to modernize. The CRM team, whose analysts come from business backgrounds, needed a new low-code ETL tool that could bridge technical sophistication with user-friendliness.

Alteryx became that bridge. With its Designer Cloud platform, Snowflake pushdown, and AWS integration, Telenet found a powerful all-in-one solution. “Alteryx fits perfectly in our architecture,” said Steven Ceulemans, CRM Guild Chair. “It empowers our business users to build, schedule, and run workflows independently, while still integrating deeply with IT and aligning with the proposed architecture & data flows.”

Hands-on training with Alteryx and support from the Customer Success team helped accelerate adoption. “We built trust early by enabling users on real, recognizable use cases, not just theoretical ones,” said Michiel Opdebeeck.

Results that redefine what’s possible

The impact was immediate. Manual workflows were automated and campaign development moved from weeks to hours as analysts took full ownership of their schedules and outputs.

Campaign quality improved too. For example, automating Net Promoter Score (NPS) survey targeting and analysis in Alteryx cut six hours of weekly manual work and lifted campaign reach by 5%.

Alteryx also covers critical capabilities for specific use cases and high-stakes communications. For example, operational campaigns requiring complete customer visibility. Alteryx’s live query functions and Snowflake integration gave them the confidence and control to cover every edge case.

What’s next: scaling smarter, analyzing deeper

Telenet sees Alteryx as more than a campaign engine. It’s a launchpad for deeper analytics, broader collaboration, and future AI integration. “We’re not just scaling output. We’re shifting how business users interact with data,” said Michiel Opdebeeck. “We want to automate insights and make data exploration part of every user’s day”.

AI is already a major priority: Telenet’s data organization includes over 30 people focused on ML and AI, from predictive models to internal GenAI-powered tools in customer care. The goal? 100% adoption of GenAI tools by year’s end — and Alteryx is part of that future. “We saw what’s possible at Alteryx Inspire,” Steven Ceulemans noted. “We’re just getting started”.