Netherlands
Most enterprise teams (including CX) want to be customer-centric. The intention is genuine. But the processes, incentives, and silos work against it. Every team optimises their slice. Decisions get made without the full picture. And even when teams do the work (the research, the journey mapping, the data analysis and all the stakeholder management) that context rarely reaches the people who need it most. The result: customer experience work that stays inside CX. Insight that doesn’t travel. Decisions made in the dark. That’s the problem I built TheyDo to solve. 150+ enterprise teams now use TheyDo as the context layer they’ve been missing so experience intelligence reaches product, operations, and leadership without a meeting to explain it. Not a better journey management tool. A different layer entirely for the AI-first Enterprise. I write about what I see working (and not working) across large organisations trying to become genuinely experience-led.
Journeys are data models, not maps. On a mission to make customer-centricity common at the Enterprise.
Responsible for leading the Experience and Service Design practice, helping our clients to be future proof by developing CX frameworks that align with business impact. Recent projects:
Selected work:
Selected work: