ENROL IN AN
X MASTERCLASS
Welcome to the world of experiences (X)!
Get inspired, challenged and learn all about CX, NPS and Business Storytelling. The popular X Masterclasses are given all over the world from Moscow, Seattle, Dubai to Singapore. It fully prepares you for the global CCXP Exam by one of the few official CXPA trainers in the world.
STRENGTHEN YOUR
CX | NPS PROGRAMME
You’re involved in CX. Maybe you measure NPS or you have a VOC programme running. People are looking at you to make it happen. But how? How to get better scores, more results and more engagement? Get someone who’s been in your role. To help you as a sparring partner. To support you. In the background, so you can shine.
POSITION WITH
STORYTELLING
You do incredible work. You are unmissable, connect to strategy, to customers, increase value, and more. Yet, the organisation is… only mildly interested. For all your plans and ambitions, you will only succeed by getting the organisation to rally behind you and claim a strong position. Learn to craft your story, create impact and be a leader.
Everyone will think it’s stupid! Everyone says it’s impossible!’ Guess what? Everyone works in the balloon factory and everyone is wrong.Seth Godin
People yearn for change, they relish being part of a movement, and they talk about things that are remarkable, not boring.Seth Godin
I am not serving a menu. I am serving a story. I am serving a conversation and I want you to talk back to me.Dominique Crenn
Chef 3 Michelin star restaurant Atelier Crenn, San Francisco
The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.Malcolm Gladwell
That's the whole problem with science. You've got a bunch of empiricists trying to describe things of unimaginable wonder.Bill Watterson
Calvin & Hobbes
If you want to bring a fundamental change in people’s belief and behavior...you need to create a community around them, where those new beliefs can be practiced and expressed and nurtured.Malcolm Gladwell
I like nonsense, it wakes up the brain cells. Fantasy is a necessary ingredient in living.Dr. Seuss
Don't bunt. Aim out of the ballpark. Aim for the company of immortals.David Ogilvy
The most basic way to get someone’s attention is this: Break a pattern.Chip and Dan Heath
Storytellers broaden our minds: engage, provoke, inspire, and ultimately, connect us.Robert Redford
No, no! The adventures first, explanations take such a dreadful time.Lewis Carroll
Alice's Adventures in Wonderland
CHANGING CUSTOMER BATTLEGROUNDS
At an unprecedented break-neck pace customers’ behaviour and needs are changing. As a result, companies looking to stay relevant, gain leadership and growth see it as the new battlegrounds. To recognise trends and developments, and adapt them to new possibilities and innovations. A recent study showed an overwhelming sixty-five percent of business executives state the coming three years will be more critical and transformational for their businesses than the past fifty years (!).
It’s Customer Experience that is the inspiring, energetic and vibrant go-to field of expertise to understand this, own this, play into it. Done well, your CX, VOC or NPS initiatives incorporates it all and uses it as fuel for a transformational change. One that involves your organisation’s strategy and brand to brilliant surveys and follow-ups. That optimally designs and changes experiences and services that are better, more impactful and grow revenue. That creates and also nurtures an unrivaled entrepreneurial employee culture. And all of this with a attention to Business Storytelling, a strong narrative to rally the organisation behind you.
No wonder CX and NPS programmes are notoriously tough to get right. But it is not pixie dust. It is doable. Definitely.
So welcome. Feel free to have a look, or reach out for a coffee. Explore how expertise and real-life experience can help you. How business storytelling and off-beat surprising insights will get everyone in your organisation inspired, fired up and involved. Or how the X Masterclasses or a trusted Sparring Partner in the background can help you to grow as a Leader.
You'd like to read more?
WHAT CAN CX LEARN FROM...
SURPRISING INSIGHTS BY BRINGING IN OFF-BEAT CASES
CX, TYPEWRITERS AND HURDLES
The letters on your keyboard are stupid. They seem to be arranged completely at random. But are they? There's a…
NPS, SURVEYS AND ISHOKU-HADA
It's the bare essential of what a survey is about. And it often gets overlooked. The heart, the promise and meaning of…
CX, JAWS AND SPACE
Before you can tell any story, anything about your programme or initiative, or present what your team is doing, you…
CX, SILVER AND DOUBLE BLACK
A well-chosen name is priceless. It gives a sense of energy and ambition. Did you ever think of your CX initiative as…
CX, SEAGULLS AND MURDER
Good CX Programmes become better by being opposed. However, superb programmes manage to change the opposers themselves.…
FORRESTER PODCAST
Renowned US based research firm Forrester have one of the best podcast series and experts on CX. And I was invited…
CX, JALAPEÑOS AND COFFEE
So you'll often hear me talk about engaging the organisation. And when I do I'll usually be quick to point out that…
DON'T BELIEVE MY BLUE EYES... BELIEVE OTHERS:
In a world where Zoom has become standard (and I regularly suffer Zoom fatigue) it is a standout that I spent 9 hours+ in a single day in a zoom call AND could have happily / willingly / enthusiastically carried on into the evening. The Masterclass is no doubt a fantastic grounding in all things CX, but it is amazing that this has been delivered online and was still successful in creating human connection amongst fellow pupils. Loved it.Helen Flood
Global Head CX, Kingspan
I know few people with such enthusiasm and energy. Jaap has the skills to listen, translate your thoughts and find that unique element that resonates. Add to this his compelling storytelling and visual strength, and you have a marvelous combination.Marleen Nelemans
Customer Experience Manager at DHL Parcel
To all CX-professionals... If you personally want to grow, in content and skills, you should really take this class to spice it up. I loved the journey, it was totally worth it and an experience in itself.Gerda Swinkels-Legierse
Customer Experience Manager, Grodan
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I really loved those 2 intensive days. It was a great mix of fun, interesting content and team activities. I would definitely recommend this Masterclass to other peers.
If you are looking for a way to accelerate the maturity of your CX programme, then getting Jaap is the best CX investment you can make. He has enabled us to fast track the evolution of our CX program into a business methodology - yielding successful results in one year that normally take 3 years (or longer) to achieve.Elly Domene
Chief of Staff and Global Customer Experience at SES Satellites
The module on the NPS Role was more like a life coaching session. It was very surprising and definitely GREAT!!!Evgeniy Pimenov
CX Lead, Glowbyte Consulting
Jaap understands how to transform global organisations. His structured programme disciplines means multiple change levers are pulled at just the right time. He appreciates that customer centric thinking is an individual skill and an organisational pillar. Both need to be strengthened, nurtured and developed with an unforgiving drive. Jaap is the powerlifter for Customer Experience.Keith Fletcher
Head of Global NPS, E.ON
The CX Masterclass helps you to excel as a CX Professional and challenges you in your CX role in your organisation. With a very highly educated and experienced trainer, experiences are shared with real life cases and practical tips you can adopt. And it’s useful and fun to discuss CX topics and challenges with peers.Erica Kroese-Ham
Head of Customer Experience Consultants CX, ABN AMRO Bank
Yeah! I can definitely recommend this Masterclass to anyone in CX. A ton of inspiration and practical takeouts. And made some CX friends along the way :-DMaartje Reijnders
Customer Experience Manager, Liander
Jaap is one of the very few truly original minds! He has more than once helped us rethink our goals.Dr. Wouter Veldhuis
Radiologist at University Medical Center Utrecht
It was an extraordinary experience, even if it was online, there was the feeling of coming home in a group with peers and a very engaging speaker. I learned a lot, was inspired and I could use the tips immediately the day after.Elise Bernaert
VOC Expert, Delaware BeLux
This CX Masterclass was really good, in an amazing venue with great people. I had a lot of fun doing the team exercises. Jaap is a great teacher/speaker. Overall, it's a 10/10 for me, the experience was amazing.Tom Mullender
Reporting Analyst, Booking.com
This training brings all the confidence one need to develop in this field and boost CX and NPS in your company. It really triggers new ideas and points out what you have been doing wrong so far as well, and it also teaches you resilience to make CX a success.
For me everything fell into place, exactly what I needed. Interesting and applicable, and none of it boring and dry. The examples really helped to make it stick. Jaap's enthusiasm and vulnerability is super, the location an dinner an absolute joy.
Two things that never gonna happen now: 1. Me stopping to scroll memes at 3:00 in the morning 2. Me disliking the NPS Masterclass from JaapPetr Gonin
Senior Analyst, Glowbyte Consulting
Lovely group, engaging stories by Jaap, felt not just learning but entertained. It's awesome and it inspired me to take control, even if my first thought is I have none. I can trust on the logic and depth of the framework and everything I learned during these days to do the right thing in my organization.
This CX Masterclass makes you more aware of that what you achieve by improving customer experience, besides this it brings so much more fun to your daily job.Debby Jansen
CCO, Levi9
Just take the class, it will provide the necessary theoretical and strategic background you need to really make a change as a CEX professional.Sylvie Thibo
Customer Experience Expert, Eneco Belgium
Still buzzing! Excited to bring it all into practice. Big thanks!Meyke Reitsma
Senior CX Market Researcher, Alliander
Great pressure cooker for CX management if you take your customers seriouslyJan Rozendaal
Customer Experience Healthcare
This Masterclass was one of the few courses I did that met my expectations. It was fast, fun, with many examples and definitly a lot of expertiseVeddah Veenhoven
Teamlead Facility Operations, ABN AMRO Bank
Jaap is re-imagining in a powerful, inspiring and meaningful way. Thereby helping to spread Customer Centricity throughout the organisation!Anja Gehlen
Customer Experience and NPS Performance Manager at E.ON
I have learned a lot about the technology side of things in regards to Customer Experience. Now, this Masterclass allowed me to place that knowledge into a broader strategic view: to understand more about CX structures at organizations, CX Culture, CX Design, CX Measurement, and overall CX strategy. Very excited to take these new learnings and continue with helping organizations to deliver a great experience for their customers!Donia Ibrahimi
Customer Experience Solution Advisor and Design Thinker, SAP
This course is just what you need if you are searching for a program that doesn’t take months of your time but covers everything you need to grow as a CX leader and prepare you for the CCXP exam. It goes fast but it’s a blast.Henk Jager
CX Manager, Cendris
This masterclass was great for having a broad understanding of the basis of CX: highly recommended!!Fulvio Marfoni
Global Knowledge Management Strategies, HP
If you are in a position to join this class take it and thank me later. Jaap has forgotten more about CX and NPS than most professionals will ever know. He has a gift for delivery that helps all his knowledge stick. It is a gold mine of information and invaluable for getting the global certification.Brendan Leece
Sr. Customer Experience Professional, E.ON
I’m using content from the Masterclass regularly... even when I already knew some content, it was presented in such a cool, engaging way!Louise Foody
Global Head of Digitalisation, Kingspan
Talk about experience: from a content perspective, to the location, from inspiring storytelling to enabling valuable networking and from sharing your wisdom to make us successful on our road to officially joining the CCXP community, to having heaps of fun… You are truly walking the talk!Tirza Schmidt
Board-commissioned Manager Customer Experience at T-Systems Netherlands
If you want to certify as an CX pro, networking & learn from your peer group and having an intensive CX course? Check the CX Masterclass!Edwin Best
CRM and Customer Experience author
Just go, learn and have fun, it's worth every penny and every minute!Natasja Seigers
Online marketingadviseur, Will & Co B.V.
A perfect preperation for the CCXP grade!Alex Terpstra
Head of Customer Experience, ABN AMRO
The online CX Masterclass by Jaap was a great experience, full of knowledge, exercises, tips & tricks and fun! It was interesting, practical and absolutely useful. Definitely recommend!Olga Kullander
Process Improvement & Customer Experience Professional, Manpower Russia
Very inspiring days. Excellent course, good balance between CX theoretical models and academic approach versus pragmatic practical input and actionable tips & tricks. Jaap's experience with boots on the ground is of golden value. Can strongly recommend this CX Masterclass !Bart De Ruysscher
CX Voice of the Customer Manager, Proximus
Delighted by these 2 intense days of CX Masterclass in Durbuy! A great opportunity to connect the dots across various CX domains from strategy to execution, from brand promise, communication, organization to cultural change... Very thankful for the many valuable CX insights and great inspirational stories shared by Jaap, and for the outstanding gastronomic journey.Jean-Marc Audoux
Customer journeys portfolio owner, Proximus
I would tell them just do it. Actually did last night. I cannot put a price on the experience but I can tell you it is more than what we paid! Yes you can use this as a testimonial.Eric Kluitenberg
CARE Operations Manager, Vistaprint
It were 2 intense days that still resonate. Thanks for the guidance and the inspiration.Mieke Quintyn
Market Research Manager, Proximus
If you want a clear overview of all aspects and topics concerning CX this is definitely a must follow!Ellen van Caillie
Customer Experience & Retention Expert, Eneco Belgium
I felt so inspired after completing this NPS Masterclass. Jaap is so vibrant and engaging throughout! (... and thank you for introducing me to Rick Astley!)Sarah Rowntree
CX Manager, Kingspan
The fact that it was all online did not affect the informativeness and the charm of this course. It was exciting, challenging, inspirational and fun. There was always a sense of real communication, so I never felt like sitting alone in my room.Anastasia Ardashova
Product Manager, Glowbyte Consulting
Jaap Wilms
TRUSTED SPARRING PARTNER
Jaap is one of the few very experienced CX and NPS practioners around. He consults businesses all over the world and also leads various global CX and NPS roll-outs for international renowned companies.
Accredited by the CXPA Jaap hosts the popular CX Masterclasses that prepare you for the CCXP Exam and that coveted CCXP title. As one of the only a handful of globally Recognized Training Providers he travels from Moscow to Manchester, Dubai to Delft, and Seattle to Singapore for it. Perhaps you’d like to immerse yourself in the world of NPS and the Loyalty Strategy. Or what about upskilling yourself in Business Storytelling to design your impact in the organisation…
Jaap is also a guest lecturer at some renowned Universities and MBAs where he teaches CX and Strategic Innovation. He is a guest on podcasts (e.g. the Forrester CX podcast), frequents the stage, is Director at the Customer Institute and Chair of Judges at the International CX Awards.
With 23 years of experience in CX and NPS, working and living in several countries, Jaap brings actual real-life experiences to the table. Having been a Customer Experience Leader himself in a large corporate for years – designing, running and modernising a complex NPS programme for multiple countries in Europe and Asia – he knows the unruly business world and the political games played very, very well. Combine that with a broad and in-depth expertise, and an array of surprising, original off-beat knowledge he’s sure to surprise, inspire and support you.