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Yes, that sounds very crazy, especially from someone who values customer experience. But paradoxically, this is often a method for becoming more successful. After all, in everyday life, you also make choices and consciously don't do certain things. Not eating meat, not drinking alcohol, not smoking. Or all three. And that makes who you are and helps define your identity. So why are you not allowed to make choices when it comes to your own clients? Just because otherwise you will lose sales? A good reason for the short term, but not smart for your longer term existence.

As I wrote in my earlier blog, customer-centricity starts with customer awareness. Being self-aware that you come to work to do something for customers and that behind every complaint there is a customer. So hearing what those customers think of your business and service is the beginning. But as many people with children know better than anyone: you can hear something very well without really listening. If I had to put listening and hearing into a formula, it looks like this:(adding another picture here)

Millennials are a diverse target group and market research firm Blauw Research knows a lot about Generation Y thanks to its own community. Marketers can benefit from information from community research among millennials in many ways.

It was once referred to as "the Even Apeldoorn Calling effect": fantastic commercials that advertise the competitor, or at best the category. Because not from the beginning, but only at the end, it was made clear who the sender was. In this case, Centraal Beheer.

How well rested I am! After all, I got to enjoy two wonderful weeks of tropical sun, sea and beach. And of course I had to share all that enjoyment with my 200 best friends on social media. Because what isn't shared hasn't actually happened, right? Although I like to proclaim that the number of likes doesn't matter...I am secretly quite sensitive to that.

When Mars suddenly introduced the Mars Ice Cream I was just a little girl, that was one hell of a treat! Suddenly the brand was among the ice creams in the freezer section. Mars must not have been the first, but certainly not the last to move outside its own category. And if you ask me, the end is far from in sight. On a typical day, I buy Magnum products from the chocolate shelf and pick up Calvé peanut butter bars for on the go. Peanut butter on my bread? Nah, it's already got Lotus Speculoosspasta on it.