efficy Group

Customer intelligence, built in Europe

Leading an AI transformation means accepting that you will be challenged, constantly, and by everyone. That is how Stefaan Hatamian, CHRO of efficy Group, frames it in a new conversation with CHRO. And it matches what we have seen from the inside. When we opened access to AI, adoption ran ahead of every plan we had made. More than 80% of our people now use it daily, and much of that momentum was started by the teams themselves. The job of leadership was to step back and back what was already working. For us this is more than a productivity story. efficy Group is moving from CRM provider to customer intelligence company, and you cannot lead an AI transformation for others without living it yourself first. What it asks of people is shifting too, from technical execution toward judgment: questioning what AI produces, and knowing when to trust it. The companies that lead the agentic era will not be the ones with the best rollout plan. They will be the ones whose leaders stay ready to be challenged by everyone. → Read the full conversation in CHRO.nl (in dutch): https://lnkd.in/e9Snyrat

A few weeks ago, the European Central Bank summoned eurozone banks to fix vulnerabilities found by an AI they are locked out of. The story matters less for what it says about cybersecurity than for what it shows about purchasing. European institutions are discovering that the tools they depend on are decided elsewhere. Where the data sits is the easy part. The harder part is knowing who, under their own national law, is allowed to access it. Not every tool needs to be European. Productivity software and coding assistants can come from anywhere a team finds value. The question gets sharper at the system where the customer data actually lives. A CRM holds a business's strategic memory. That memory deserves to sit under a jurisdiction the company can name, governed by a group accountable to European law. efficy Group was built on that distinction. The infrastructure you choose today is the sovereignty you keep tomorrow. Explore our security hub: https://lnkd.in/e58A2vnq

A European company can be legally required to hand over its customer data to a foreign authority, even when every server it uses sits in Europe. Where the data sits is the easy part. The harder part is knowing who, under their own national law, is allowed to access it. That's why choosing a CRM has become an act of governance. It holds a business's strategic memory: who its customers are, how they decide, where the revenue comes from. Every company that chooses a European system adds to the same thing: a continent able to run its economy on its own terms. efficy Group was built on the conviction that European companies deserve a customer intelligence platform that answers to European law. A European group, by ownership, by infrastructure, and by intent. The infrastructure you choose today is the sovereignty you keep tomorrow.

Every team has that one task: the one that's been on the list so long it has become part of the furniture. The task that would genuinely improve how the team works, but that always loses to the next thing a customer is waiting for. When we put AI on those tasks, we found out that the bottleneck wasn't ability, but priority. AI didn't make us faster, it made the work that was always going to wait finally happen. That's the AI we're building at efficy Group. We wrote about what we learned when we stopped optimizing for speed: https://lnkd.in/etNzZj7c

Training 350 people is a whole process: slide decks, platforms, schedules, and after all that, you're never sure what sticks. But we've all experienced the other version: a colleague shares their screen for two minutes, walks you through the thing you were stuck on, and somehow that stays with you forever. Yet every time companies try to scale that, they fall back into centralized programs, mandatory modules, and completion rates. This week, Ali Fateminia, our Head of Tech, set up a call to walk a few colleagues through his actual Claude setup. Word spread, people jumped in, and before we knew it, 30+ had joined from across the group. Spontaneously, on a regular work day. Afterwards, people started sharing the recording on their own. Passing it around teams, across countries. A training nobody organized that trained more people than most programs do. AI is reshaping the way we work. At efficy Group, we're paying attention. → Read more about how we approach this: https://lnkd.in/eJF7KsHW