CEX Sells

Customer EXperience (CEX) is hot! Nowadays it gets harder and harder for companies to be distinctive by the products they offer. As it is key to stand out in the services offered in addition to these products. A focus on the customer experience is needed. A lot of companies realize this, but only few manage to be successful. They understand the theory and the process to get there, but what they lack are concrete tools to bring the theory into practice.

Cex Sells is the inspiration book for companies that want to deliver distinctive customer experiences in order to achieve their business objectives. Beate van Dongen Crombags and Deborah Wietzes discuss the various ingredients needed to deliver perfect customer experiences. Ingredients to define and design the optimal experience, but they also describe what is needed in the organization to be able to deliver and manage that desired experience.

They show how front-runners worldwide have optimized their customer experience, and what other companies should learn from that. A book that will definitively inspire you to improve your own customer experience!

About the Author

Beate van Dongen Crombags (1973) is one of the owners of the consultancy firm VODW. She is specialized in optimizing the dialogue between companies and customers. Beate advises companies on customer experiences, digital transformations and the structure of multichannel organizations.

Beate aims for the top: both literally in the mountains as well as figuratively in her work together with her clients and their customers. She always starts at what makes customers tick and translates this into futureproof, sustainable and pragmatic solutions. Beate publishes articles and teaches at Nyenrode University. In her role as jury member of the National Contact Center Awards she evaluates leading contact center cases in the Netherlands. Beate has been voted several time as one of the 100 top marketers of the Netherlands.

Deborah Wietzes (1979) is senior manager customer experience at VODW. For the past 11 years, she has supported a broad range of national and international companies to become more customer-centric. She defines their current customer journeys, optimizes them and transforms organizations to maximize business results. Existing and new customer insights are always the foundation and Deborah translates these together with her clients and customers into unexpected, impactful concepts. She regularly lectures on customer experience during seminars or at universities.

Deborah gets energy from ‘new’; new people, new places, new environments and new challenges. This, together with the fast diversity of industries and countries she operates in, leads to a broad collection of inspirational examples, of which only a fraction is included in this book.

In 2015 Beate and Deborah together successfully wrote a Dutch book on customer experience, which was rewarded second-best Marketing Book of 2015 in the Netherlands. This book was published by Van Duuren Media and approximately 2500 copies were sold.