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Practice what you preach

Romke Velders, 03 November 2021

Today, Customer Experience is becoming a more and more crucial topic for businesses. A 2020 Gartner survey pointed out that 91 percent of organizations prioritize improving customer experience as one of their strategic goals within the digital world.

Since the outbreak of Covid-19, the number of customer service requests in the Benelux has increased by 20 percent. At the same time, half of these customers argue that customer experience is now more important than a year ago. Fortunately, 42 percent of these organisations in the Benelux have put customer experience higher on their agenda than a year before. Customer experience frontrunners which have the ability to continuously adapt to changing customer needs called this their greatest challenge while they were aiming to improve experiences. So, it is not surprising that improving customer experience has the highest priority for these organisations in the near future.

Customer Experience is important and will become increasingly important in the upcoming years as a crucial part of business operations. The whole world talks about Customer Experience and is therefore involved in its own way. In order to be and remain relevant as an organisation, you should therefore embrace customer experience and take care that your customers’ value the experiences you give them.

Of course, it is great that customer experience is prioritized on the agenda of many organizations, but for many organizations there is still an important step to be taken. In practice we see that customer experience is often siloed, meaning that sales, service, marketing and e-commerce departments are often busy with customer experience within their own department, not taking into consideration the significance of an integral approach. Often, it is not part of the company’s corporate vision. Also, no individual person or team is designated to approach and coordinate improved customer experience holistically throughout the organisation.

On top of that, executing data-driven, using your data from sales, service, marketing and e-commerce, is often not even discussed yet, although most of your customers orientate, behave and even buy digitally. Making use of data science technologies, the tremendous value of customer data can be revealed so that you are able to adapt your organisation based on actual changing customer trends and needs.

In my opinion, the most successful organizations of the future have:


Finally, I am very curious what the current situation of your organisation is! Please leave a comment or get in touch with us to discuss in more detail.

A. we still do relatively little about customer experience, but we do have these ambitions
B. customer experience is executed in a siloed way and not part of our vision;
C. customer experience is already part of the vision of our organization, but it is still siloed
D. customer experience is already part of the vision of our organization and is being implemented holistically;
E. We have integrated customer experience as part of our vision and apply data science to adapt our organisation based on actual changing customer trends and needs.

Romke Velders

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