X Masterclasses | Thank You!
THANK YOU!

HUNGRY FOR MORE?
We hope you enjoyed the Masterclass! And now you want more? Take a look at the AGENDA below what is coming, because the world of Experiences is and remains just awesome, there is so much to share.
We have the CX Masterclass, the NPS Masterclass and we are currently building 2 more. One is all about Data Driven Experience to really use data to drive the best possible CX. And another one is Business Storytelling because being successful means engaging the organisation.
X | NPS In-Company

NPS MASTERCLASS | IN-COMPANY
MASTER THE COMPLEXITIES OF NPS® WITH YOUR TEAM
- How do you embed the Loyalty Strategy adopting changing customer behaviour?
- What is the NPS business philosophy and how to match it to KPIs and growth?
- How to successfully embed NPS in all layers of the organisation and avoid pitfalls?
- How are you going to do this with a compelling vision, story, model and roadmap?
With the IN-COMPANY Masterclass edition you can design your own NPS 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 NPS initiative in the organisation.
Set against a continuously evolving landscape of trends, developments, changing consumer behaviour and surprising challenges for your organisation you’ll learn about the Loyalty Strategy, the often vitriolic public discourse and the future of NPS in an increasingly digital and A.I. world. You’ll learn about modern, dynamic and smart survey design. You’ll deep-dive in analyses, scores, responses and its many pitfalls. You’ll learn how to create a cohesive measurement framework connecting strategy to tactical and operational levels. You’ll learn to calculate financial returns, design target setting, and manage abuse and ethics. And you’ll learn what it takes to set up an NPS Programme, design organisational accountability, and create a sustainable successful thriving NPS culture. In short: you will encounter the full breadth of what it means to be in NPS today… Are you up for it?
The course is co-designed with you.
The basis is already there and includes all aspects of NPS. Do you want to have more focus on for example Business Storytelling, a specific company challenge or work towards a tangible Roadmap, no problem. With plenty of examples from real-world cases on about any topic, you will be sure to have a tailored Masterclass.
Net Promoter, Net Promoter Score and NPS are registered trademarks of Bain & Company, Inc., NICE Satmetrix Systems, Inc., and Fred Reichheld
THE NPS MODEL TO BUILD ON
NPS can be overwhelming. Especially when considering its role in a continuously evolving landscape of trends and developments. So it’s essential to get a good grip on what needs to be done. We’ll use the NPS Tidal Wave Model © to guide us through all the different elements. Grounded in real-life experience this model gives you the full scope of what to do, and the means how to do it. It’s a practical and useful guide for firmly embedding NPS in your organisation and creating a customer centric movement.


IN-COMPANY EDITIONS are fully TAILORED
During an intake any specific organisation challenges, aspirations or other requests are discussed and incorporated to create a unique, fully tailored NPS Masterclass. So your team walks away with a tangible Action Plan and is empowered to make NPS a success!
IN JUST 2 DAYS YOU WILL:
- Learn the 6 NPS Competences and the NPS Framework
- Get challenged and in-depth expertise in all aspects of NPS
- Learn Global Best Practices, trends and developments in NPS
- Get personally inspired for success in the extra module ‘NPS Role’
- Connect and learn with your team and colleagues involved in NPS
- Create a Personal or Team NPS Action Plan and NPS Roadmap to build your own NPS Programme set for success
- Optional: Extend this Masterclass to 3 day
Benefits for COMPANIES
- Ensures the latest and sustainable NPS expertise within the company
- Activate change based on your brand, sector and industry insights
- Gauge competition, learn from outliers and capture opportunities
- 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 NPS peer companies and (new) networks
- Demonstrates company commitment to good employership
Benefits for INDIVIDUALS
- Builds and validates credibility and expertise
- Provides a framework for advancement and value creation
- Creates a pivotal position linking Brand, Strategy, Customer Experience and Loyalty Management
- Increases marketability, profile and career path options
- Stimulates discussions with NPS and CX peers and networks
- Demonstrates personal commitment to improvement
DELIVERY & LOCATION
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.
An inspiring location?
- 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 Surprise Visit or Guest Speakers that have earned their marks in CX and NPS at renowned companies will all be arranged for you. …We talk about experiences a lot, let’s be in one.
TIMING & PRICE
Included:
- With a live 2 Day version, included is an overnight stay in a luxury hotel on Day 1 (location t.b.d.), lunches both days and dinner on Day 1 and of course the hardcopy of the high-end Masterclass syllabus.
- With online sessions, every participant gets a hardcopy of the high-end Masterclass Syllabus and other material sent to his/her work address or private address to make all the notes, keep background information and build the Personal Action Plan.
- Successful participants receive a Masterclass Certificate, LinkedIn Educational Accreditation and promotion on social media.
Timing:
- Both live and online Masterclasses start Day 1 and Day 2 at 9 AM (optional pre-class access 8.45 AM), and end on Day 2 at 6 PM.
- The online editions have an extra ‘Follow-up session’ one week later for an extended Q&A and to share experiences in applying the learnings to the real unruly business life.
- In-Company editions’ timing can be adjusted to optimally fit business schedules.
Price:
- Please reach out for details.
WE JUST LOVE WHAT OUR PREVIOUS ATTENDEES HAD TO SAY:
This training brings all the confidence one need to develop in this field and boost CX 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.
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
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
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
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.
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
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
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
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
Still buzzing! Excited to bring it all into practice. Big thanks!Meyke Reitsma
Senior CX Market Researcher, Alliander
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 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
The CX Masterclass helps you to excel as a CX Professional and challenges you in your CX role in your organisation. With very highly educated and experienced trainers they share their experiences 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
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
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
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 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
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
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
I felt so inspired after completing this online masterclass. Jaap is so vibrant and engaging throughout! (... and thank you for introducing me to Rick Astley!)Sarah Rowntree
CX Manager, Kingspan
If you are in a position to join this class take it and thank me later. Jaap has forgotten more about CX 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
Jaap is re-imagining our communication 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
Great pressure cooker for CX management if you take your customers seriouslyJan Rozendaal
Customer Experience Healthcare
It were 2 intense days that still resonate. Thanks for the guidance and the inspiration.Mieke Quintyn
Market Research Manager, Proximus
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
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.
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
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
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
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
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
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
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
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
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
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
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
This masterclass was great for having a broad understanding of the basis of CX: highly recommended!!Fulvio Marfoni
Global Knowledge Management Strategies, HP
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

Jaap Wilms
MEET
Jaap is one of the handful of trainers in the world that is officially credited as a Recognised Training Provider (RTP) by the CXPA, and gives the popular XM Masterclasses in various places ranging from Delft to Dubai, Seattle to Singapore and Manchester to Moscow.
Jaap consults and supports businesses throughout Europe and is involved in various international CX and NPS roll-outs and networks. He also lectures at renowned Universities like Nyenrode on CX, Loyalty and Strategic Inovation. He is an international Judge for the CX Awards and Director at the Customer Institute and recently acknowledged as Global Thought Leader 2020.
With over 20 years of international experience and having been a CX and NPS leader himself – designing and managing a succesful international NPS Programme in multiple countries in Europe and Asia as Head of Global NPS in the Financial Services industry for years – Jaap brings the actual real life experiences to the table with all the stars and scars, a thorough expertise and original, insightful thinking on how to create momentum and impact.
X | NPS Open House ONLINE

NPS MASTERCLASS | OPEN HOUSE ONLINE
NEXT MASTERCLASS
2023
with an extra Q&A follow-up session
ENGLISH SPOKEN
ENGLISH SPOKEN

Early Bird € 1.395 (approx. $1,575) | Standard € 1.495 (approx. $1,685)
Early Bird € 1,395 | Standard € 1,495
EARLY BIRD pricing valid till 30 days before start
Let's address The Elephant in the room...
“An ENTIRE day ONLINE?“ You are not the first to ask. But we’ve designed an engaging mix of interactive modules, challenging exercises, peer discussions and plenty of breaks so the day flies by. With overwhelming feedback of previous attendees, we are confident we’ve found the right mix.
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.
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.
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.
WE JUST LOVE WHAT OUR PREVIOUS ATTENDEES HAD TO SAY:
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
This masterclass was great for having a broad understanding of the basis of CX: highly recommended!!Fulvio Marfoni
Global Knowledge Management Strategies, HP
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
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
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 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
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
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
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
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
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
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
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
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
I felt so inspired after completing this online masterclass. Jaap is so vibrant and engaging throughout! (... and thank you for introducing me to Rick Astley!)Sarah Rowntree
CX Manager, Kingspan
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
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
If you are in a position to join this class take it and thank me later. Jaap has forgotten more about CX 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
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
Still buzzing! Excited to bring it all into practice. Big thanks!Meyke Reitsma
Senior CX Market Researcher, Alliander
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
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
It were 2 intense days that still resonate. Thanks for the guidance and the inspiration.Mieke Quintyn
Market Research Manager, Proximus
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
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
Jaap is re-imagining our communication 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 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
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
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
This NPS Masterclass is like (the movie) Pleasantville, that moment the people and their surroundings change from black-and-white to color when they connect with the essence of who they really are. (this is a reference only understood by movie buffs)Christiane Mayr
Sr. Specialist CX Design, SES satellites
A perfect preperation for the CCXP grade!Alex Terpstra
Head of Customer Experience, ABN AMRO
Just go, learn and have fun, it's worth every penny and every minute!Natasja Seigers
Online marketingadviseur, Will & Co B.V.
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.
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.
MASTER THE COMPLEXITIES OF NPS®:
CREATE LOYALTY DRIVEN EXPERIENCES
Join this unique Masterclass dedicated to the Net Promoter Score®. In two days of in-depth expertise, surprising insights, peer exercises and blended learning you’ll fully experience what it means to be in NPS today. This Masterclass gives you all you need, from the comfort of home. That’s not all. Besides the NPS curriculum get ready for real-life corporate expertise, anecdotes, surprising views and more. You’re in for a treat!
- How do you embed the Loyalty Strategy adopting changing customer behaviour?
- What is the NPS business philosophy and how to match it to KPIs and growth?
- How to successfully embed NPS in all layers of the organisation and avoid pitfalls?
- How are you going to do this with a compelling vision, story, model and roadmap?
Set against a continuously evolving landscape of trends, changing consumer behaviour and surprising challenges for your organisation you’ll learn about the Loyalty Strategy, the often vitriolic public discourse and the future of NPS. You’ll learn about modern, dynamic and smart survey design.
You’ll deep-dive in analyses, scores, responses and its many pitfalls. You’ll learn how to create a cohesive measurement framework connecting strategy to tactical and operational levels. You’ll learn to calculate financial returns, design target setting, and manage abuse and ethics. And you’ll learn what it takes to set up an NPS Programme, design organisational accountability, and create a sustainable successful thriving NPS culture. In short: you will encounter the full breadth of what it means to be in NPS today… Are you up for it?
Net Promoter, Net Promoter Score and NPS are registered trademarks of Bain & Company, Inc., NICE Satmetrix Systems, Inc., and Fred Reichheld

THE NPS MODEL TO BUILD ON
NPS can be overwhelming. Especially when considering its role in a continuously evolving landscape of trends and developments. So it’s essential to get a good grip on what needs to be done. We’ll use the NPS Tidal Wave Model © to guide us through all the different elements. Grounded in real-life experience this model gives you the full scope of what to do, and the means how to do it. It’s a practical and useful guide for firmly embedding NPS in your organisation and creating a customer centric movement.

IN JUST 2 DAYS YOU WILL:
- Learn the 6 NPS Competences and the NPS Framework
- Get challenged and in-depth expertise in all aspects of NPS
- Learn Global Best Practices, trends and developments in NPS
- Get personally inspired for success in the extra module ‘NPS Role’
- Connect and learn with your team and colleagues involved in NPS
- Create a Personal or Team NPS Action Plan and NPS Roadmap to build your own NPS Programme set for success
Benefits for INDIVIDUALS
- Builds and validates credibility and expertise
- Provides a framework for advancement and value creation
- Creates a pivotal position linking Brand, Strategy, Customer Experience and Loyalty Management
- Increases marketability, profile and career path options
- Opens discussions with NPS and CX peers and new networks
- Demonstrates personal commitment to improvement
TIMING & PRICE
Timing:
- The Masterclass starts Day 1 at 9 AM (pre-class access / virtual walk-in at 8.45 AM) and ends 6 PM.
- Day 2 starts again at 9 AM (pre-class access / virtual walk-in at 8.45 AM) and ends 6 PM again.
- Then, the week after there’s a ‘Follow-up‘ from 9 AM till 11.00 AM with additional Q&A time and sharing experiences on how it was to apply the learnings to the unruly daily life.
- All times are CET (in case of Daylight Saving Time: CEST).
Price:
- Early bird price: € 1,395 | Full price: € 1,495
- All prices are excl. VAT
Included:
- A hardcopy of the high-end Masterclass syllabus and all other materials are sent to your home address in a luxury box.
- Successful participants earn the Certificate and LinkedIn Credential.
DATES FOR THIS MASTERCLASS
- 2023
NO FIT? These dates don’t fit? Reach out for other editions, or maybe you’d like to attend the NPS Masterclass first then?
KEEP ME IN THE LOOP! Masterclasses are continuously planned. Let us know if you want to be kept in the loop of new dates.

Jaap Wilms
MEET
Jaap is one of the handful of trainers in the world that is officially credited as a Recognised Training Provider (RTP) by the CXPA, and gives the popular XM Masterclasses in various places ranging from Delft to Dubai, Seattle to Singapore and Manchester to Moscow.
Jaap consults and supports businesses throughout Europe and is involved in various international CX and NPS roll-outs and networks. He also lectures at renowned Universities like Nyenrode on CX, Loyalty and Strategic Inovation. He is an international Judge for the CX Awards and Director at the Customer Institute and recently acknowledged as Global Thought Leader 2020.
With over 20 years of international experience and having been a CX and NPS leader himself – designing and managing a succesful international NPS Programme in multiple countries in Europe and Asia as Head of Global NPS in the Financial Services industry for years – Jaap brings the actual real life experiences to the table with all the stars and scars, a thorough expertise and original, insightful thinking on how to create momentum and impact.
X | CX Open House ONLINE

CX MASTERCLASS | OPEN HOUSE ONLINE
NEXT MASTERCLASS
Q4, 2022
2 days & extra Q&A follow-up session
International edition
Special EMEA edition
ENGLISH SPOKEN
ENGLISH SPOKEN

Early Bird € 1.395 (approx. $1,575) | Standard € 1.495 (approx. $1,685)
Early bird € 1,395 | Standard € 1,495
For Kantar clients, please indicate on the booking form
EARLY BIRD pricing valid till 30 days before start
You're booking as a relation of a partner company? Please reach out, or indicate it on the form below.
Let's address The Elephant in the room...
“An ENTIRE day ONLINE?“ You are not the first to ask. But we’ve designed an engaging mix of interactive modules, challenging exercises, peer discussions and plenty of breaks so the day flies by. With overwhelming feedback of previous attendees, we are confident we’ve found the right mix.
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.
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.
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.
"WHAT'S WITH KANTAR, DO I GET MYSELF IN A COMMERCIAL SESSION?"
No, not at al. We like Kantar because they’re an awesome and world leading data, research and insights company. And we share a passion for CX. So their clients can be attending the session for inspiration, challenging and bringing peers together from all over the world. So no sales pitches or promotion hooks, and it’s open for Kantar clients and non-Kantar clients alike.
MASTER THE COMPLEXITIES OF CX and prepare for the official ccxp exam
Enrol in this CX Masterclass endorsed by the CXPA. There are only a few official CXPA trainers in the world (the so-called RTPs: Recognised Training Providers) to optimally prepare you for the official CCXP Exam. This Masterclass gives you all you need, from the comfort of home. That’s not all. Besides the CXPA curriculum get ready for real-life corporate expertise, anecdotes, challenges, surprising views and more. You’re in for a treat!
- You want the best preparation for the CCXP Exam?
- Are you looking to grow in your role as a CX professional?
- You want to become an even better leader in the field of CX?
- You want the real deal, the ones that have actually done it?
Join this online Masterclass for two days of expertise, an exclusive follow-up session, high value content, peer exchanges and blended learning. With luxury material sent to your home, virtual drinks and loads of surprising challenges on your laptop at home this is an all inclusive CX learning experience.
The course is designed to cover all aspects of CX. Using examples from real-world CX programmes, you will learn about strategy, insights, measurement, design, organizational accountability, your role as a CX professional, and a thriving CX culture. Set against a continuously changing and evolving landscape of trends, developments, challenges and changing consumer behaviour you will encounter the full breadth of what it means to be in CX today.

IN JUST 2 DAYS YOU WILL:
- Learn the new 5 CX Competences according to CXPA
- Get ready for the CCXP Exam, incl. Test Questions per Competence
- Look at global best (and worst) practices in CX
- Learn about CX trends and developments
- Create your Personal CX Plan and grow as a versatile CX Leader
- Internalize how to apply CX directly to your day-to-day business
- Join a network and learn from peer exchanges and exercises
- + EXTRA: a 2 hrs follow-up session for a Q&A and sharing experiences on applying the learnings to the unruly daily life. This extra session is optional to attend, it’s just sharing experiences with your new network.
Benefits for INDIVIDUALS
- Validates credibility and expertise
- Provides a framework for advancement and value creation
- Increases marketability, profile and career path options
- Stimulates discussions with CX peers and opens up networks
- Demonstrates personal commitment to improvement
TIMING & PRICE
Timing:
Day 1 and Day 2: 9 AM to 6 PM
ALL TIMES ARE UTC/GMT +2 or +3
(depending Winter / Summer time)
For example:
Dubai (UAE): 10 AM to 7 PM
Riyadh (KSA), Moscow (RUS): 9 AM to 6 PM
Cairo (EGY), Johannesburg (ZAF): 8 AM to 5 PM
Amsterdam (NL), Berlin (DE): 7 AM to 4 PM
- The Masterclass starts Day 1 at 9 AM (pre-class access / virtual walk-in at 8.45 AM) and ends 6 PM.
- Day 2 starts again at 9 AM (pre-class access / virtual walk-in at 8.45 AM) and ends 6 PM again.
- Then, the week after there’s a ‘Follow-up‘ from 9 AM till 11.00 AM with additional Q&A time and sharing experiences on how it was to apply the learnings to the unruly daily life.
Price:
- Early bird price: € 1,395 | Full price: € 1,495
- All prices are excl. VAT, CCXP Exam fee and/or CXPA Membership.
- It is possible to offer an ‘all-inclusive’ package that includes the CCXP/CXPA costs, including a discount as you register through an official RTP. Please inform about possibilities and costs.
Included:
- A hardcopy of the high-end Masterclass syllabus and all other materials are sent to your home address in a luxury box.
- Successful participants earn the Certificate and LinkedIn Credential.
DATES FOR THIS MASTERCLASS
- Q4 2022 – exact dates to be planned
NO FIT? These dates don’t fit? Reach out for other editions, or maybe you’d like to attend the NPS Masterclass first then?
KEEP ME IN THE LOOP! Masterclasses are continuously planned. Let us know if you want to be kept in the loop of new dates.
WE JUST LOVE WHAT OUR PREVIOUS ATTENDEES HAD TO SAY:
This masterclass was great for having a broad understanding of the basis of CX: highly recommended!!Fulvio Marfoni
Global Knowledge Management Strategies, HP
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.
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 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
A perfect preperation for the CCXP grade!Alex Terpstra
Head of Customer Experience, ABN AMRO
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
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
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
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
Great pressure cooker for CX management if you take your customers seriouslyJan Rozendaal
Customer Experience Healthcare
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
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
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
I felt so inspired after completing this online masterclass. Jaap is so vibrant and engaging throughout! (... and thank you for introducing me to Rick Astley!)Sarah Rowntree
CX Manager, Kingspan
It were 2 intense days that still resonate. Thanks for the guidance and the inspiration.Mieke Quintyn
Market Research Manager, Proximus
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
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
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
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
The CX Masterclass helps you to excel as a CX Professional and challenges you in your CX role in your organisation. With very highly educated and experienced trainers they share their experiences 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
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
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
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
If you are in a position to join this class take it and thank me later. Jaap has forgotten more about CX 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
Just go, learn and have fun, it's worth every penny and every minute!Natasja Seigers
Online marketingadviseur, Will & Co B.V.
This training brings all the confidence one need to develop in this field and boost CX 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.
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
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
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
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
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
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
Still buzzing! Excited to bring it all into practice. Big thanks!Meyke Reitsma
Senior CX Market Researcher, Alliander
Jaap is re-imagining our communication 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 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.
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
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

PLATFORM
Platform: This Masterclass is hosted on Zoom or if needed Teams. A user-friendly platform to have interactive and engaging video calls with. You’ll receive all the information and calendar invites upon registering, and that’s it. Easy. We’ll also be enoying some exercises, and these are done on the platform Mural. Again, an easy platform. And if you don’t know it yet, no worries, we’ll explain it all.

Jaap Wilms
MEET
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.
X Masterclasses

CUSTOMER EXPERIENCEMASTERCLASS
You want to go up for the CCXP Exam? This CXPA endorsed training is the perfect preparation! Follow this inspiring Masterclass live or online, and as open entry or for a tailored in-company training. Challenge yourself to be a CX Expert and book your seat to get fully prepared by one of the few CXPA trainers in the world.
NET PROMOTER SCOREMASTERCLASS
The Loyalty Experience… You want to know what NPS is really all about? How to turn it into a successful programme adopted by the business? With the actual real-life experience of running international NPS Programmes, this course contains all the tips and hard lessons to make it a success in the unruly business life.
UPCOMING NEWMASTERCLASSES
The world of Experiences is awesome, there is so much to share. So we are currently building 2 more Masterclasses. One is all about Data Driven Experience to really use data to drive the best possible CX. And another one is Business Storytelling because being successful means engaging the organisation. Available 2022.
AGENDA

CX Open House
LIVE
CX Open House
ONLINE
CX In-Company
LIVE or ONLINE
We deliver Masterclasses for companies all the time. LIVE or ONLINE and always fully tailored to your challenges and ambitions…

NPS Open House
LIVE
NPS Open House ONLINE
NPS In-Company
LIVE or ONLINE
We deliver Masterclasses for companies all the time. LIVE or ONLINE and always fully tailored to your challenges and ambitions…
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
Storytellers broaden our minds: engage, provoke, inspire, and ultimately, connect us.Robert Redford
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
The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.Malcolm Gladwell
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
No, no! The adventures first, explanations take such a dreadful time.Lewis Carroll
Alice's Adventures in Wonderland
The most basic way to get someone’s attention is this: Break a pattern.Chip and Dan Heath
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
People yearn for change, they relish being part of a movement, and they talk about things that are remarkable, not boring.Seth Godin
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 X MASTERCLASSES
Businesses worldwide have woken up to the significance of managing and curating their Experiences (X). It’s all about those different fields of expertise that enable companies to design, manage and improve the relationship, interactions and value of their customers, partners and clients.
For us, this means we passionately believe to pursue a proven and professional understanding of Customer Experience, Loyalty Experience (NPS) and Data-Driven Experience. As well as the skillset HOW to make it a success. In other words, to rally the organisation behind these ambitions with Business Storytelling.
WHO
The Masterclasses are designed for senior professionals that design, improve and/or lead in CX, NPS or VOC related programmes and initiatives in their companies or at clients. Roles attending are typically from CX, NPS, Programme Managers, Marketing, Research and also HR, Customer Care or anyone who seeks to expand their skills and expertise.
The Masterclasses are applicable for all sizes of companies and all industries in B2B, B2C, B2G (Government) and B2P3 (Patients, Passengers or Partners).
OPEN HOUSE & IN-COMPANY
All the Masterclasses are held Open House (scheduled Masterclasses for which you can sign up) as well as In-company editions (exclusively planned for your teams and specially tailored you your ambitions).
LIVE & ONLINE
All the Masterclasses are available as a live Masterclass (when the current pandemic allows) as well as online Masterclasses for a full virtual experience.

WHERE
The Masterclasses have an international focus and appeal. They are hosted all over the world (when Covid allows). And with Open House editions you’ll see participants and companies from all over the globe likely to join you.
With the live Masterclasses we take great pride in choosing the most inspiring locations to truly deliver a great experience. From five star Grand Hotels to cool industrial lofts and more. And rest asure, the online editions aren’t lacking in inspiration and experiences either…
WHAT
The Masterclasses are in-depth, challenging and surprising. A proven range of topics that are essential, commonly accepted building blocks combined with inspiring trends and developments, unexpected viewpoints, best cases from around the globe and real-life experiences. O, and did we mention great exercises, peer learning, your own Action Plan, sample Exam questions (incl. those to prepare you for the CCXP Exam)? This is really one fully immersive experience!
PROMISES WE MAKE...
The Masterclasses are delivered and designed by people that have actually done it! Grounded in real-life with all the ‘scars and the stars’! No textbook-only teaching or consultants on the sidelines. We want the real deal: extensive sharing of ‘war notes’, bending the truth, playing the game, avoiding pitfalls and stakeholder management.
It’s all about transformational change. That means something …extra. Not just learning text books, nor just being able to copy best practices. Sharing and showing innovative trends, behavioural psychology, off-beat perspectives is truly essential for success.
All X Masterclasses are linked. Of course… They’re all part of the same universe. So you’ll get all the cross-references to deepen insights and enrich understanding. However, we do not stand for simply duplicating slides. All material in every Masterclass is fully original.
Often overlooked or justified, but high quality visuals and material bring theory, models, examples and inspiration to life. It should explode from the page and screen. Sharp, engaging and just awesome it’s an essential part to make it all stick!
We don’t do outdated stuff, old and chewed out examples. We’re always at the forefront of what’s happening and relevant. Our genuine passion and promise is that we will have the latest examples, novel takes, innovative views that are happening right now!


Jaap Wilms
Jaap is one of the few very experienced CX practioners around. He consults businesses all over the world and is involved in various international CX roll-outs for international renowned companies.
Endorsed by the CXPA Jaap also hosts the popular CX Masterclasses that prepare you for the coveted CCXP Exam. 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.
Jaap is also a guest lecturer at some renowned Universities and MBAs where he teaches CX and Strategic Innovation, he is invited on CX podcasts (e.g. the Forrester CX podcast), can frequently be seen on stage, is Director at the Customer Institute and Chair of Judges at the International CX Awards.
With 23 years of experience in CX, working and living in several countries, Jaap brings actual real-life experiences to the table. Having been a CX 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 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.
DON'T BELIEVE MY BLUE EYES... BELIEVE OTHERS:
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
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
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
It were 2 intense days that still resonate. Thanks for the guidance and the inspiration.Mieke Quintyn
Market Research Manager, Proximus
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 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
Great pressure cooker for CX management if you take your customers seriouslyJan Rozendaal
Customer Experience Healthcare
This training brings all the confidence one need to develop in this field and boost CX 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.
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
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.
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
Jaap is re-imagining our communication 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 felt so inspired after completing this online masterclass. Jaap is so vibrant and engaging throughout! (... and thank you for introducing me to Rick Astley!)Sarah Rowntree
CX Manager, Kingspan
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
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
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
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
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
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.
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
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
Still buzzing! Excited to bring it all into practice. Big thanks!Meyke Reitsma
Senior CX Market Researcher, Alliander
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
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.
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
If you are in a position to join this class take it and thank me later. Jaap has forgotten more about CX 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
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
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
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
A perfect preperation for the CCXP grade!Alex Terpstra
Head of Customer Experience, ABN AMRO
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.
The CX Masterclass helps you to excel as a CX Professional and challenges you in your CX role in your organisation. With very highly educated and experienced trainers they share their experiences 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
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
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
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
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
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
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 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
X | NPS Open House LIVE

NPS MASTERCLASS | OPEN HOUSE LIVE
NEXT MASTERCLASS
2022 to be planned
ENGLISH SPOKEN
ENGLISH SPOKEN

OPEN (pre-registration)
Early Bird € 1,995 | Standard € 2,195
Early bird € 1,995 | Standard € 2,195
EARLY BIRD pricing valid till 30 days before start
WE JUST LOVE WHAT OUR PREVIOUS ATTENDEES HAD TO SAY:
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
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
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
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.
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
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
Great pressure cooker for CX management if you take your customers seriouslyJan Rozendaal
Customer Experience Healthcare
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 is re-imagining our communication 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
If you are in a position to join this class take it and thank me later. Jaap has forgotten more about CX 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
The CX Masterclass helps you to excel as a CX Professional and challenges you in your CX role in your organisation. With very highly educated and experienced trainers they share their experiences 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
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
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
I felt so inspired after completing this online masterclass. Jaap is so vibrant and engaging throughout! (... and thank you for introducing me to Rick Astley!)Sarah Rowntree
CX Manager, Kingspan
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
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
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
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
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
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
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
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
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.
It were 2 intense days that still resonate. Thanks for the guidance and the inspiration.Mieke Quintyn
Market Research Manager, Proximus
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
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 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.
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
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
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
Still buzzing! Excited to bring it all into practice. Big thanks!Meyke Reitsma
Senior CX Market Researcher, Alliander
This training brings all the confidence one need to develop in this field and boost CX 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.
This masterclass was great for having a broad understanding of the basis of CX: highly recommended!!Fulvio Marfoni
Global Knowledge Management Strategies, HP
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
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
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
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
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
MASTER THE COMPLEXITIES OF NPS®:
CREATE LOYALTY DRIVEN EXPERIENCES
Join this unique Masterclass dedicated to the Net Promoter Score®. In two days of in-depth expertise, surprising insights, peer exercises and blended learning you’ll fully experience what it means to be in NPS today. This Masterclass gives you all you need, from the comfort of home. That’s not all. Besides the NPS curriculum get ready for real-life corporate expertise, anecdotes, surprising views and more. You’re in for a treat!
- How do you embed the Loyalty Strategy adopting changing customer behaviour?
- What is the NPS business philosophy and how to match it to KPIs and growth?
- How to successfully embed NPS in all layers of the organisation and avoid pitfalls?
- How are you going to do this with a compelling vision, story, model and roadmap?
Set against a continuously evolving landscape of trends, changing consumer behaviour and surprising challenges for your organisation you’ll learn about the Loyalty Strategy, the often vitriolic public discourse and the future of NPS in an increasingly disloyal world. You’ll learn about modern, dynamic and smart survey design.
You’ll deep-dive in analyses, scores, responses and its many pitfalls. You’ll learn how to create a cohesive measurement framework connecting strategy to tactical and operational levels. You’ll learn to calculate financial returns, design target setting, and manage abuse and ethics. And you’ll learn what it takes to set up an NPS Programme, design organisational accountability, and create a sustainable successful thriving NPS culture. In short: you will encounter the full breadth of what it means to be in NPS today… Are you up for it?
Net Promoter, Net Promoter Score and NPS are registered trademarks of Bain & Company, Inc., NICE Satmetrix Systems, Inc., and Fred Reichheld

THE NPS MODEL TO BUILD ON
NPS can be overwhelming. Especially when considering its role in a continuously evolving landscape of trends and developments. So it’s essential to get a good grip on what needs to be done. We’ll use the NPS Tidal Wave Model © to guide us through all the different elements. Grounded in real-life experience this model gives you the full scope of what to do, and the means how to do it. It’s a practical and useful guide for firmly embedding NPS in your organisation and creating a customer centric movement.

IN JUST 2 DAYS YOU WILL:
- Learn the 6 NPS Competences and the NPS Framework
- Get challenged and in-depth expertise in all aspects of NPS
- Learn Global Best Practices, trends and developments in NPS
- Get personally inspired for success in the extra module ‘NPS Role’
- Connect and learn with your team and colleagues involved in NPS
- Create a Personal or Team NPS Action Plan and NPS Roadmap to build your own NPS Programme set for success
Benefits for INDIVIDUALS
- Builds and validates credibility and expertise
- Provides a framework for advancement and value creation
- Creates a pivotal position linking Brand, Strategy, Customer Experience and Loyalty Management
- Increases marketability, profile and career path options
- Stimulates discussions with NPS and CX peers and opens up networks
- Demonstrates personal commitment to improvement
TIMING & PRICE
Timing:
- The live Masterclass starts on Thursday 9 AM and ends the following Friday at 6 PM.
Price:
- Early bird price: € 1,995 | Full price: € 2,195
- All prices are excl. VAT
Included:
- All lunches, dinner, drinks and overnight stay in 5-star hotel Des Indes.
- A free copy of our high-end Professional’s Guide to NPS Syllabus.
- Completing the course leads to the NPS Masterclass Certificate, a LinkedIn Educational Accreditation and promotion on social media.
DATES FOR THIS MASTERCLASS
- No exact dates planned yet due to Covid pandemic. We will definitely be there in 2022, but just give us a shout out of you want to be kept in the loop.

Jaap Wilms
MEET
Jaap is one of the handful of trainers in the world that is officially credited as a Recognised Training Provider (RTP) by the CXPA, and gives the popular XM Masterclasses in various places ranging from Delft to Dubai, Seattle to Singapore and Manchester to Moscow.
Jaap consults and supports businesses throughout Europe and is involved in various international CX and NPS roll-outs and networks. He also lectures at renowned Universities like Nyenrode on CX, Loyalty and Strategic Inovation. He is an international Judge for the CX Awards and Director at the Customer Institute and recently acknowledged as Global Thought Leader 2020.
With over 20 years of international experience and having been a CX and NPS leader himself – designing and managing a succesful international NPS Programme in multiple countries in Europe and Asia as Head of Global NPS in the Financial Services industry for years – Jaap brings the actual real life experiences to the table with all the stars and scars, a thorough expertise and original, insightful thinking on how to create momentum and impact.
X | CX In-Company

CX MASTERCLASS | IN-COMPANY
MASTER THE COMPLEXITIES OF CX WITH YOUR TEAM
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.
ALL OVER THE WORLD...
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


IN-COMPANY EDITIONS are fully TAILORED
During an intake any specific organisation challenges, aspirations or other requests are discussed and incorporated to create a unique, fully tailored CX Masterclass. So your team walks away with a tangible Action Plan and is empowered to make CX a success!
IN JUST 2 DAYS YOU WILL:
- Match and challenge CX to business strategy
- Learn the new 5 CX Competences according to CXPA
- Look at global best (and worst) practices in CX
- Discuss CX trends and developments
- Motivate employees to act upon analyses and insights
- Internalize how to apply CX directly to your day-to-day business
- Join a network and learn from peer exchanges and exercises
- Optional: Get the team ready for the coveted CCXP Exam
- Optional: Extend this Masterclass to 3 days
- Optional: Mix & Match this Masterclass with NPS modules
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
DELIVERY & LOCATION
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.
Inspiration
- 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 Surprise Visit or Guest Speakers that have earned their marks in CX and NPS at renowned companies will all be arranged for you. …We talk about experiences a lot, let’s be in one.
TIMING & PRICE
Included:
- With a live 2 Day version, included is an overnight stay in a luxury hotel on Day 1 (location t.b.d.), lunches both days and dinner on Day 1 and of course the hardcopy of the high-end Masterclass syllabus.
- With online sessions, every participant gets a hardcopy of the high-end Masterclass Syllabus and other material sent to his/her work address or private address to make all the notes, keep background information and build the Personal Action Plan.
- Successful participants receive a Masterclass Certificate, LinkedIn Educational Accreditation and promotion on social media.
Timing:
- Both live and online Masterclasses start Day 1 and Day 2 at 9 AM (optional pre-class access 8.45 AM), and end on Day 2 at 6 PM.
- The online editions have an extra ‘Follow-up session’ one week later for an extended Q&A and to share experiences in applying the learnings to the real unruly business life.
- In-Company editions’ timing can be adjusted to optimally fit business schedules.
Price:
- Please reach out for details.
WE JUST LOVE WHAT OUR PREVIOUS ATTENDEES HAD TO SAY:
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
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.
The CX Masterclass helps you to excel as a CX Professional and challenges you in your CX role in your organisation. With very highly educated and experienced trainers they share their experiences 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
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
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
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
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.
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
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
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
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
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.
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
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
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
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
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
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
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
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
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
Just go, learn and have fun, it's worth every penny and every minute!Natasja Seigers
Online marketingadviseur, Will & Co B.V.
Great pressure cooker for CX management if you take your customers seriouslyJan Rozendaal
Customer Experience Healthcare
It were 2 intense days that still resonate. Thanks for the guidance and the inspiration.Mieke Quintyn
Market Research Manager, Proximus
Jaap is re-imagining our communication 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
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
This training brings all the confidence one need to develop in this field and boost CX 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.
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
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
If you are in a position to join this class take it and thank me later. Jaap has forgotten more about CX 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
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
This masterclass was great for having a broad understanding of the basis of CX: highly recommended!!Fulvio Marfoni
Global Knowledge Management Strategies, HP
Still buzzing! Excited to bring it all into practice. Big thanks!Meyke Reitsma
Senior CX Market Researcher, Alliander
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
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
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
A perfect preperation for the CCXP grade!Alex Terpstra
Head of Customer Experience, ABN AMRO
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
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
I felt so inspired after completing this online masterclass. Jaap is so vibrant and engaging throughout! (... and thank you for introducing me to Rick Astley!)Sarah Rowntree
CX Manager, Kingspan

Jaap Wilms
MEET
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.
X | CX Open House LIVE

CX MASTERCLASS | OPEN HOUSE LIVE
NEXT MASTERCLASS
UTRECHT, 24 & 25 NOVEMBER 2022
ENGLISH SPOKEN
ENGLISH SPOKEN

SEATS AVAILABLE!
Early Bird € 1,995 | Standard € 2,195
Early bird € 1,995 | Standard € 2,195
EARLY BIRD pricing valid till 30 days before start
WE JUST LOVE WHAT OUR PREVIOUS ATTENDEES HAD TO SAY:
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
A perfect preperation for the CCXP grade!Alex Terpstra
Head of Customer Experience, ABN AMRO
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
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
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
Just go, learn and have fun, it's worth every penny and every minute!Natasja Seigers
Online marketingadviseur, Will & Co B.V.
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
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
I felt so inspired after completing this online masterclass. Jaap is so vibrant and engaging throughout! (... and thank you for introducing me to Rick Astley!)Sarah Rowntree
CX Manager, Kingspan
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
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 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
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
If you are in a position to join this class take it and thank me later. Jaap has forgotten more about CX 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
Jaap is re-imagining our communication 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
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
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
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
This masterclass was great for having a broad understanding of the basis of CX: highly recommended!!Fulvio Marfoni
Global Knowledge Management Strategies, HP
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
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
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
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
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
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
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
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
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.
It were 2 intense days that still resonate. Thanks for the guidance and the inspiration.Mieke Quintyn
Market Research Manager, Proximus
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
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
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
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.