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Does your organization already have continuous insight into customer satisfaction? Many customer-centric organizations do measure their customer satisfaction, but only do so once a year, for example. The downside of that: you get fairly general feedback and the rest of the year you are left without steering information to improve the customer experience.

As a marketer, you actually work a bit like a farmer and a cook at the same time. You plant a seed, then harvest the fruit and develop it into an attractive product. Blauw divides this process into three clear steps. Step 1, concept creation, we discussed in a previous article. Step 2 is choosing a concept with potential. How much business potential does the seed you planted in Step 1 have to grow into a fruitful apple tree?

What is your eureka moment? The Algemeen Dagblad asks scientists this question. Recently, Marijke Deutekom, director of the Health, Sports and Welfare domain at lnholland University of Applied Sciences in Haarlem told us about her eureka moment. The moment she discovered the power of qualitative research.

You might expect that B2B organizations know only too well how important the customer experience is and that they respond well to it. After all, organizations that work for other organizations often have more one-on-one customer contact than B2C organizations.

In 2009, Maarten van den Broek (34) ordered "Two beers and an internship" during an alumni meeting in the bar of Blauw Research. That's how it all started for Maarten at Blauw. At the time, he was studying for a master's degree in Marketing Management at Tilburg University.

Chances are that customer experience is a hot topic within your organization. After all, you want your objectives, promises and internal processes of your services to match the needs of the customer as closely as possible. Only then can you optimize the customer experience and make your organization successful. But who are your customers and what are their needs?