News & Blogs

Is your team already customer-driven to the max? Organizations are aware that a good customer experience can make the difference for them. But it is also becoming increasingly clear to most professionals in the Netherlands that providing an excellent customer experience is true top sport. Customer centricity is no longer soft and cute; it is seriously about the marbles.

Sometimes you need a comedian to expose the crucial flaws in our society. Often with a big kick between the legs but always with a laugh, so that the pain of the reality check is still somewhat bearable.

The research profession largely derives its raison d'être from it, the why question. Never before has anyone been called "stupid" for saying "Shouldn't we first know why consumers want this?". Say "No" to that. And yet, I do today. Because, often asking the why question puts you on the wrong track. How about that? In this blog, 3 things.

The sky is the limit.... One of those phrases that slightly gives me the creeps, but which at the same time I have certainly been guilty of at times. Especially in the days when I was still working on the creative side, before entering the research profession.

"Dear online store, my customer journey doesn't end until I get the package!". This is how I began my feedback on a questionnaire from an online store a while ago after I placed an order. This online store had handled the orientation process and purchase, including payment, flawlessly for me. But when asking about my experience, they had conveniently forgotten that I have yet to receive my order.

Last December, as every year, was dominated by health insurers' recruitment campaigns. Policyholders were massively enticed to switch to a cheaper, better, faster or more customer-oriented insurer. Google ads were purchased at high prices and the online customer journey for switchers was optimized. In this case, the orientation, calculation and often the closing takes place mostly online. You can see from everything that the online marketers did their utmost to get as many new policyholders through their funnel as possible.