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We probably don't need to tell you that customer needs have changed significantly over the past year. But what did research by Blauw Research among 11 sectors in the Netherlands reveal? That the COVID-19 situation mainly had a positive impact on the customer experience of organizations in the Netherlands.

Are you planning to map the customer journey? The insights you gain will help you improve the customer experience. This way you can really add the right value for the customer with your service or product. At least, if you map the customer journey the right way and see it as a starting point and not just as a picture decorating an office wall.

When a farmer plants an apple tree seed, he gives this seed all the attention it needs to grow into a strong apple tree that bears beautiful fruit. A marketer, in theory, undertakes the same process, but is not only a farmer, but also a cook. You start with a product idea that - with the right attention - grows into a fruitful fruit tree. Then you pick the fruit and prepare it into a successful product. This entire process consists of three steps. In this article, we'll take you through step 1: concept creation.

A bright future for organizations cannot be taken for granted. Especially not when society is constantly changing. Customer needs change with them, as do the customer experiences of consumers and citizens. As an organization, you need to understand what is going on in the customer's mind every day. How do you respond to customer needs in uncertain times? A research community can help you do just that.

As a marketer, you weeded out the weeds in Step 2. Meanwhile, the product concept with the strongest roots manages to hold its own. The apple tree even bears beautiful apples. It's time to harvest the fruit. Time for step 3 in the process from "seed to profitable product": the optimal product portfolio. How do you process the apples into an apple pie? Or rather, how do you process the product with the most potential into a profitable product? That is why the preparation and attractive presentation of the optimal product portfolio is extremely important.

Never change a winning team or in the case of Heineken: the winning horse. The terraces are open again and Heineken has brought out its winning horse. Ski instructor Rudi - Who doesn't know the 2002 commercial "Heeee, Biertje"? - was revamped on April 20 immediately after the cabinet announcement with the #FirstBiertje campaign.