Enrol in this CX Masterclass endorsed by the CXPA and given by an official CXPA trainers: the so-called RTPs: Recognised Training Providers. It will optimally  prepare you for the official CCXP Exam!

  • Are you looking to grow as a team of CX professionals?
  • You want to raise the bar together, with a common language and framework?
  • You are looking for an actionable roadmap finetuned to your needs?
  • You want to optimize working together across countries?

With the IN-COMPANY Masterclass edition you can design your own CX Masterclass and put the focus on your business challenges. It is an ideal way to learn, discuss and challenge. You will design your way of working and realise a joint framework to effectively and continuously make the difference with your CX initiatives in the organisation.

In two or three days you and the team will go through the latest in CX expertise. Learn about strategy, insights, measurement, design, organisational adoption and creating a thriving CX culture. It is set against a continuously evolving landscape of trends, developments and changing consumer behaviour. Added is a rich variety of programme management experiences as well as surprising twists, challenges and novel insights. In short, you will encounter the full breadth of what it means to be in CX today. It’s an all inclusive CX learning experience, fully tailored to your needs.

The course is co-designed with you.

The basis is already there and includes all aspects of CX. Do you want to have more focus on for example NPS, a specific company challenge or work towards a tangible Roadmap, no problem. With plenty of examples from real-world CX programmes on about any topic, you will be sure to have a tailored Masterclass.


The In-company CX Masterclass is given all over the world for a wide variety of companies. Will you join their ranks?

  • Delft, The Netherlands
  • Dubai, UAE
  • Durbuy, Belgium
  • Manchester, United Kingdom
  • Moscow, Russia
  • Seattle, United States
  • Kuala Lumpur, Malaysia
  • St. Petersburg, Russia
  • Provo, United States
  • Utrecht, The Netherlands


Benefits for COMPANIES

  • Ensures the latest and sustainable expertise within the company
  • Provides a common framework and language for employees
  • Creates an actionable team roadmap to take on company challenges
  • Increases external marketability, profile and visibility
  • Stimulates discussions with CX peer companies and (new) networks
  • Demonstrates company commitment to good employership

Benefits for INDIVIDUALS

  • Validates credibility and expertise within the company
  • Provides a framework for advancement and value creation
  • Creates a personal Action Plan for your team or company challenges
  • Increases external marketability, profile and career path options
  • Stimulates discussions with CX peers and opens up networks
  • Demonstrates personal commitment to improvement internally


This Masterclass is available LIVE and ONLINE.

With online classes the platform is Zoom or Teams. With live classes the location can be anywhere in the world. The In-house Masterclasses have been given from Manchester to Moscow and Delft to Dubai.


  • But if you’re not sure where you want to hold it…
  • You are interested in an off-beat location…
  • And people are flying in from all over the place anyway…

Well, then this might be a good idea: you are invited to have the Masterclass in Delft, The Netherlands. Easily reachable by train and with two airports nearby (Schiphol Airport and Rotterdam Airport), Delft is an absolute gem and quite something else then the usual places you go to. Renowned for its painters like Vermeer, its world famous blue porcelain and it’s medieval centre and canals it is a great place to be and a welcome break away. If you are interested in this, everything from location to dinner and a CX Surprise Visit or Guest Speakers that have earned their marks in CX at renowned companies will all be arranged for you. …We talk about experiences a lot, let’s be in one.



  • This can vary, it is tailored to your regional or company preferences. As a basis, the Masterclasses start on Day 1 at 9 AM and end on Day 2 or Day 3 at 4.30 PM. From there on we can add anything you like, from dinner to CX visits or speakers.


  • Prices vary depending on requests and discounts are available. Please reach out to discuss.


  • The Masterclasses are preferably held on an off-site location to get the group fully engaged and inspired. Day 1 preferably involves a team dinner.
  • Everyone receives a free copy of the high-end Masterclass syllabus
  • Upon successfully completing the course, a Masterclass Certificate is received including promotion on social media and LinkedIn Accreditation.
More information



Jaap Wilms


Jaap is one of the few very experienced CX practioners around. He consults and supports renowned companies all over the world and is involved in various international CX, NPS and VOC roll-outs.

He is one of the few trainers in the world that is officially credited a Recognised Training Provider by the CXPA, and gives the popular CX and NPS Masterclasses around the globe. From Delft to Dubai, Seattle to Singapore and Manchester to Moscow…

Jaap is also a speaker on stage and on air, a Director at the Customer Institute, an Ambassador and Chair of Judges at the International CX Awards, as well as a guest lecturer at MBA and Universities. He is recently recognised as one of the 150 Global CX Influencers of 2020.

With over 20 years of experience in CX, working and living in several countries, he makes sure to bring the actual real-life experiences to the table. Having been a CX leader himself – designing and managing an acclaimed international NPS Programme in multiple countries in Europe and Asia as Head of Global NPS in the Financial Services industry for years – he knows the unruly business world very well and shares his earned ‘stars and scars’. With his thorough expertise, vast experience, and original, off-beat thinking he’s sure to support, challenge and inspire you.