Women leaders in Belgium are increasingly visible across industries, driving innova­tion, transformation and inclusivity. The country has seen a rise in female exec­utives who bring diverse perspectives and empathetic leadership styles, fostering workplaces that prioritize employee engagement and customer satisfaction. Wom­en leaders in Belgium not only champion organization­al growth but also emphasize sustainable practices and social responsibility, reshaping the business landscape. Sandrine Desseille, Managing Director of IMA Benelux, is a prominent figure among these leaders. With 24 years of experience in the telecom sector at Proximus and Scarlet, she has honed a versatile skill set across sales, market­ing, operations and finally in general management. This diverse background enables her to connect functions seamlessly, from enhancing customer experiences to overseeing P&L accountability. Now Managing Director at IMA Benelux, she drives customer-focused growth with a strong entrepreneurial approach and an unwav­ering commitment to a positive, inclusive company cul­ture. Sandrine is passionate about leading with empathy, creating a work environment that fosters employee en­gagement, and ensuring a customer-centric approach that elevates service quality and satisfaction.

Let’s dive into this one-on-one interaction.

Could you share an overview of your extensive professional journey as a business leader? What are some key areas of expertise you've honed over the years?

My journey at Proximus and Scarlet has sharpened my ability to bridge functions, from managing customer experience to leading P&L accountability. At IMA Benelux, I focus on customer delight, sustainable growth, and fostering a positive company culture. I lead with empathy, aiming to create an engaged and customer-centric environment because I’m convinced there is a clear link between Employee NPS and Customer NPS. That’s why it is essential that the employees feel good at work to take care with passion of customers. I believe in the power of lifting others to succeed together. Engaged employees drive customer satisfaction and business success.

What inspired you to join IMA Benelux? What is the core vision behind the venture, and what are its main areas of focus?

After two decades in the same industry, I sought a change aligned with my desire to discover new things, make a greater societal impact with international connexions. IMA Benelux provided the ideal opportunity as a new sector where I could leverage my experience while continuing to learn, a role focused on helping people in emergency situations, and the chance to work within a diverse global team. This combination of professional challenges and human-centered work is deeply rewarding.

“My motivation lies in creating a lasting, positive impact on the business and people’s lives, ensuring sustainable and long-term results”

Can you share the key roles and responsibilities you have as Managing Director of IMA Benelux? What are your main focus areas for driving growth?

My focus is on taking the company to the next level by positioning it as a leader in customer experience (CX) within the assistance sector. We aim to increase efficiency through digitalization and AI while expanding into new partnerships in our traditional sectors (insurance and automotive) but also beyond. Our unique strength lies in managing emergency situations 24/7 with multilingual, empathetic and skilled agents and a reliable network in mobility, health and home services. We offer strong value to companies by insourcing their customer activities and improving their brands through white-label services, as we have the highest NPS score in the market. A key part of my role is also driving employee engagement, as a motivated workforce is essential to deliver exceptional customer service. Sustainability is another core and daily focus, ensuring our solutions and functioning contribute positively to both our customers and the Society.

Every business leader faces challenges along their journey. Can you share some of the key challenges you've encountered and how you've addressed them?

Building a strong vision and a clear sense of purpose are essential for driving a company forward. In a low-margin sector, efficiency and continuous reinvention are key, with the challenge being to 'do less to do better' by focusing on high-impact projects. As a leader in a medium-sized company, I often juggle multiple roles, from strategy to operations, which requires clear prioritization to maintain focus and consistency. Overcoming these challenges relies on fostering a culture of transparency and trust, ensuring alignment and collaboration across the team and stakeholders to achieve shared goals.

What are some of the key milestones you've achieved in your career so far? And what principles guide your approach to leadership and success?

Achieving a double digit growth year after year gives me a great satisfaction but my greatest reward is witnessing the personal and professiona growth of the people I work with. Helping others realize their potential and succeed brings me immense satisfaction. My success mantra is simple, 'Create a virtuous circle of happiness’. Happy employees make happy customers who make happy management. When people feel valued and empowered, they perform better, driving business success. I believe in leading by example, and I encourage my team to do the same, we win or lose together. During peak periods, I personally step in to help, setting the tone for my managers. My motivation lies in creating a lasting, positive impact on people’s lives and on the business, ensuring sustainability and long-term results. Seeing the continued success of what I’ve built and knowing I’ve positively influenced others’ careers is incredibly rewarding.

How do you see the business landscape in Belgium evolving? What steps should leaders take to ensure their organizations are future-ready?

AI will undoubtedly transform how we do business, enhancing efficiency and enabling a great focus on augmented human customer experience. In the assistance sector, the future of mobility, through connected vehicles, shared transport, mobility as a service and sustainability, will present both challenges and opportunities. Climate change is already affecting our business, requiring us to be prepared for increasingly frequent unforeseen events, such as floods or heatwaves. Leaders must embrace change, remain agile, and foster a culture of transparency and purpose. When employees understand and believe in the vision, they’ll go above and beyond to make it a reality.

Sandrine Desseille, Managing Director, Ima Benelux

As Managing Director of IMA Benelux, Sandrine Desseille leads efforts to drive sustainable growth and customer experience excellence. With over 20 years of leadership experience in the telecom and assistance sectors, she is dedicated to fostering employee engagement, embracing digital innovation, and creating meaningful, lasting impacts on both people and business.