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Have you got a challenge with CX, NPS or your VOC Programme? You would like to learn what it is all about? Or you just want to get even better, or challenge if you’re covering it all? From the basics to strategy to system and ultimately to engaging the organisation? I got your back. I’ll support you and help you to be best-in-class.
So let’s connect. I always love to meet new people to exchange and share ideas. With a coffee, or online via Skype or Zoom (and stilll have that coffee).
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About
ABOUT
FOR OVER 23 YEARS I HAVE BEEN ACTIVELY ENGAGED IN CUSTOMER EXPERIENCE. I WORKED AND LIVED IN VARIOUS COUNTRIES THROUGHOUT EUROPE, DESIGNING AND LEADING CX PROGRAMMES AT GLOBAL COMPANIES…
Starting (*) for BOL.com and Bertelsmann I hosted international Customer Service programmes for renowned companies like UGC Cinemas and Microsoft, working and living in Germany, France and the United Kingdom. I then joined T-Mobile in The Netherlands to initiate proven successful European CX programmes. Becoming a Management Consultant in Customer Experience Thought Leadership at Atos Origin I then went on to leading insurer Nationale-Nederlanden. Responsible for numerous Customer Experience programmes, this culminated in designing and running the acclaimed best-in-class NPS Programme. Initially for The Netherlands, it quickly became so succesful that the next step was to be Head of Global NPS for 13 countries throughout Europe and Japan that are NN Group (formerly known as ING Insurance).
On becoming Wilms & Co
Throughout all this I was becoming a frequently asked key note speaker on air and on stage, appearing in articles like Forrester and many more, got all sorts of interesting (and less so) certificates, and revelled in sparring and sharing ideas on CX and NPS with numerous companies at home and abroad. From Spanish airlines to Danish make-up, from British luxury smartphones to Dutch publishers and even the (odd one-out) South-Korean government. I even engaged in turning chocolate tablets into something NPS-ish, and much more stuff.
I loved it. And realized my next step. I founded Wilms & Co (originally called Wilms ‘n zo) and started my own consultancy business in cold and sunny January 2016.
To share expertise and experience. Support CX people to be great. To do things quite differently in the CX realm. Change what CX is about. I won’t be going anywhere else from now on.
(*) Well, actually…
Actually originally I’m an Art Historian (an Iconologist even) and started in London at the British Museum, The Wallace Collection and Christie’s. Working with 17th century satirical manuscripts, ancient Peruvian cultures and world renowned paintings ranging from Fragonard and Hals to Van Dyck and Tintoretto I decided that although I loved it, I also sought a quicker pace. My expertise and love for visuals, storytelling, contextual timelines and history often still shine through though.
To round things off
Whilst we’re on the topic of degrees, I’m a Certified Customer Experience Professional (CCXP), a Satmetrix Certificed NPS Associate © and Global CEM. I also obtained a Master in Marketing (Cum Laude) and a Master in Art History, and I am a seasoned Project and Programme manager in international corporates. There are more courses and interesting stuff, but just check my LinkedIn. I live in the Dutch city of Delft now with my beautiful wife and three kids. I drink my coffee black, and love anchovy and Roquefort. But ah well, those cannot not be loved.
THE STORY OF
The story of the original NPS Programme of NN is one about risking a novel approach, realising a solid strategy, pursuing innovative design and focusing on creating a grassroots movement. Being highly successful (with an increase of +28 nps points, 6,500 fte involved, and a response rate of 38% to show for at – mind you – an insurer) it’s a great story with stars, scars, surprises, setbacks and a whole lot more.
Origins
Autumn 2011 I started to design and run the NPS Programme for leading insurer Nationale-Nederlanden. One thing struck me. Studying all the material there was around CX, NPS and everything else there was no doubt there was a lot to be dealt with around functionality, systems and reports. But… hang on.
Shouldn’t it be about getting people on board? Using this fantastic way of connecting to customers’ stories to get people on the inside emotionally involved as well?
Considering all the standard functional, boring, non-inspiring flowchart templates, tick-the-box lists and models (you know which I mean) I realised one vital ingredient was sorely missing. So I spent a great deal of time to design a new approach that focused primarily on engaging the business. More in particular: “How can we grab everyone’s attention”?
From the outset this was the focus: tapping into human behaviour. To educate, stimulate and enthuse. But also to provoke, use scarcity and puzzlement. To get in people’s heads. To create an inspiring culture that stimulates customer experience initiatives throughout the organisation.
It worked beautifully. And led to an acclaimed best-in-class NPS Programme.
Global NPS Programme
Following the national success of the programme I then served as Head of Global NPS. This time it was about restyling and modernizing the existing NPS programmes for 12 countries throughout Europe and Japan that are NN Group (formerly known as ING Investment), increasing the FTE count to about 12,000.
This meant streamlining and modernizing the basics such as the systems, contracts, processes and so on. And it also meant breaking through (political) barriers, driving change in attitude towards the possibilities of an evolved NPS philosophy, one that has grown and expanded and enables companies to engage with customers in new ways, as well as using it to empower and enthuse employees.
A great time, diving into the many different motivational aspects of NPS across all those areas and all different cultures. Ranging from incorporating Asian Manga-style and Spanish femininity, to dealing with Polish versus Turkish cultures, and many discussions with colleagues abroad and many of those became true friends.
DON’T BELIEVE MY BLUE EYES. BELIEVE OTHERS.
Storytelling
BUSINESS STORYTELLING
DESIGN YOUR STORY. CREATE YOUR IMPACT.
You do incredible work. You are unmissable, connect to strategy, to customers, increase value, and more. Yet, the organisation is… only mildly interested. For all your plans and ambitions, you will only succeed by getting the organisation to rally behind you and claim a strong position. Learn to craft your story, create impact and be a leader.
Realising it isn't always about telling the truth...will open up all sorts of possibilities.
I am not saying you should lie. I am saying that all the facts and numbers and scores should not blind you from your goal to create a successful initiative or programme. Your story should be clear and compelling. And that means it should not be unnecessarily weighed down or hazy because you want to add e-ve-ry single detail…
Successful initiatives create an inspiring and thus sustainable culture. One that is not reliant only on facts, but is driven by a belief in the bigger story and an appealing movement to join.
Using the right story brings your initiative to life. It sets you apart from the bland and boring rest. That’s your goal. Because to be succesful you plainly need to capture the audience’s attention and imagination. Showing them why it’s interesting to them, sparking interest with the insights or progress you’ve made. Drawing them in with an appealing aspiration. Giving them something they’ll remember and talk about. And that is doable. You just need to design it.
BUSINESS STORYTELLING IS ABOUT GETTING
AUDIENCES INVESTED
These slides are from the
Business Storytelling Masterclass
Of course you are unique. Even extraordinary. But it is hard to create the story what your team, your programme or initiative is all about. There is a good reason the number one question I get asked is ‘How do I make it work in the organisation?’ You need a hell of a story.
Storytelling is vital. And a skillset underestimated in business environments. Yet, it is crucial for success. To find your own compass, to rally people behind you, and to show your organisation your expertise and tangible success.
Luckily, we have loads and loads of expertise and experience what makes a good story. It is part of human nature. We are wired to recognise a story that resonates. From the very early days of tribal sharing we’ve been taught, scared, moved, thrilled by stories. The native American cannibalistic spirit Wendigo scares children not to venture in the woods in the dark. As do similar stories in Aztec, Inuit, Amazonian or Scandinavian cultures and more…
The examples of how to build a fantastic story that resonates and taps into audiences imagination are endless. From Charlie Chaplin to Scheherazade, the protagonist of 1,001 nights excelling in telling cliff-hanger stories to avoid being beheaded. To the lessons we can learn from Fortnite and Magnum Ice Cream with its pop-up stores. To Walt Disney’s invention of the MultiPlane Camera that revolutionised his animation and storytelling. To the Hero’s Journey that sets a mold for anything from the Old English epic poem Beowulf to Luke Skywalker’s endeavours in Star Wars. And to the endless wisdom of Ron Swanson…..
We are all hard-wired to stories. Good stories get our attention. So how to use this in business?
Let’s dive in how we make decisions. Simply relaying facts and numbers doesn’t excite. Neuroscience imagery shows only two parts of the brain lit up. Tell a good story however… and no less than eight different areas spark. All of sudden touch, movement, scent, sound, colour, and shape are added to the audience listening to you. And that includes business audiences.
This rich, additional pallet means we experience stories as if they were ‘actually happening to us’. It means we’re invested in the ambition of the protagonist and the outcomes. In stories we are the protagonist. We understand and feel the decisions he or she makes… brave or foolish., and reflect if we would have made the same choices. Especially in horror movies this natural instinct of us is very well (ab)used. This is called ‘Mirroring’ or ‘Neural coupling’. And if you’re sceptical, think about why you cry while watching a movie, even though logic tells you that the story and characters are fictional.
Interestingly, we can only operate one mode at the time.
So you choose how you’d like your business audience to be the next time you need to present to the Board, appear at a Steering Committee, or make your case for your budget proposal:
Do you want to stimulate decision-making through a story where the audience makes choices emotionally (and, to varying degrees, unconsciously). And let their rational thinking justify their decision with supporting facts?
Or…. do you go on presenting data and numbers, because you only want to opt for rational appraisal? The audience is making decisions based on the sec data without any emotion, without any investment in the outcome, and without being swayed to overlook certain perhaps less convincing information you give them?
Hey, it’s your choice.
Don’t let me convince you.
I’m just telling a story.
Right?
You'd like to read more?
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FORRESTER PODCAST
Renowned US based research firm Forrester have one of the best podcast series and experts on CX. And I was invited…
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DON'T BELIEVE MY BLUE EYES... BELIEVE OTHERS:
UPCOMING X MASTERCLASSES
Consultancy
Consultancy
HOW TO MAKE IT WORK IN THE ORGANISATION?
“How to turn the Net Promoter Score© into something adopted in the organisation?”
“How do you get people to want to see your scores and start CX initiatives?”
“How to get energy and interest back into the organisation when it’s used to NPS for years and years now?”
“How are you going to do that? For your colleagues, you’re the expert. But how?
The benefit and pitfall of CX is that it is a lot about… scores. No wonder it is hard to get people excited about it.
CX and NPS have changed considerably last decade. Originally a to be defined field of expertise and a functional metric it is now a full business methodology and an opportunity to create a strategic programme, redesign the organisation and realise an innovative, buzzing, entrepreneurial employee experience.
Your programme can and should be just that. Successful programmes ensure they link all the way from corporate strategy to a compelling vision, embedding a measurement framework that enables a customer dialogue and uncovers tangible insights, vigorously pursues improvements for growth and embeds CX in the company’s business rhythm.
Sounds hard? Yes. And you are the one the organisation looks to. To be the expert. To realise it. From kickstarting and embedding, the strategic vision, aligning stakeholders and engaging the organisation. So yes, that is a lot. A lot.
Get someone on your side with the expertise, and who’s been in your role. Supporting, helping and challenging you. So you can shine and be a CX leader.
CONSULTANCY IS ABOUT BEING A
SPARRING PARTNER
Let’s face it. Consultants are the worst. And I personally hate the term. Luckily the typical stuff you’d expect from a consultant is not what I do. I genuinely believe it should be you who is in the spotlights, doing the hard work, solving the puzzles, and reaping the rewards. But you might want to have someone on the side. Someone that can help you, to spar with, to check your approach, or anything else. And that is me.
Because hearing and seeing it is one thing, but actually doing it is something else. As a sparring partner with a track record of actually having been in your role. I want to support you. In designing your approach, exploring your possibilities, and to creating your brilliant presentation everyone talks about. To challenge and coach you so you get more out of your role.
Get Jaap in, for example for:
- SUBJECT MATTER EXPERT
For when you need someone really good in CX, NPS, Innovation and Business Transformation - PROGRAMME SUPPORT
For when you need help on creating the programme, or something extra on a specific topic - TEAM SUPPORT
For when you want to inspire and take the entire team to a new mindset and way of working - CHALLENGER or BLUEPRINT SESSIONS
When you want to explore and be challenged if your programme or roadmap is the best it can be - MASTERCLASSES, PRESENTATIONS or WORKSHOPS
For when you want to engage the organisation and don’t want to do it yourself
HERE'S WHAT OTHERS SAY...
FOR EXAMPLE, HOW WOULD I BE A SPARRING PARTNER TO YOU... SUPPOSE YOU HAVE THIS QUESTION:
HOW TO MAKE IT WORK IN THE ORGANISATION
So here’s the number one question I get asked: “How do you make it work in the organisation?” Turning all your expertise, experience, plans and ambitions to tangible success is difficult. All too often I see clever people making clever plans based on clever insights… and yet, the organisation doesn’t listen.
And yet, that is what it is all about. How do you get CX adopted by the organisation? How do you stay clear from engaging in a lot of different activities that, apart from you, no one sees as one cohesive programme? How do you avoid producing ‘office art’ or busying yourself with things the business won’t see or recognise?
To have your CX, VOC or NPS programme sparking a movement, you need to be drawing in more and more parts of the organisation. Not a big bang, but cleverly dripfeeding and getting more and more people rallying behind you. Till that tipping point, where there are more people engaged and invested in what you do than there aren’t.
There is so much to do, it’s hard to realise and covering so much ground. It is overwhelming to take on. So I brought together all my personal findings, experiences, the CX Framework and my real-life practioner’s (hard) lessons learned in one easy model as a helpful guideline in my consultancy.
The Tidal Wave Model covers what you need, incorporating all the essential CX, NPS and Business Storytelling basics. And then it adds how to effectively bring it to life.
The base consists of three main building blocks Strategy & System, Organisation & Change and Culture & Leadership to make sure you cover all the essential elements you need. These range from all the CX Framework pillars, to real-life experiences in corporate life. Like the choice for a software vendor, technical platforms and dashboard. Or stakeholder management and drawing in your peer departments.
The top however is all about how to make it happen in real life. It offers guidelines, tips, tricks and shows how you can create that energy, awareness and movement in your organisation? How to raise your initiative from a number-crunching, feedback-collecting mudbank to an engaging and vibrant programme in your organisation that is about CX, and not about collecting scores.
The model comes with tons of illustrations, real-life examples and anecdotes. In a presentation, Blueprint Session, a Challenger Session, workshop or just over coffee you’ll hear and see how elements worked out perfectly, failed or just happened with sheer luck. Best cases, in-depth knowledge, new developments and novel insights will help you to cover what is needed, avoid pitfalls and create your own renewed approach for your CX initiative.
Is it easy ?
No. It’s hard to get people, teams, business lines to sway. Quite simply, you have to get it right. Even more so as CX, VOC and NPS so easy become touchy-feely-customer-emotionally (a.k.a. “Unicorn Candyland”). So you have to make sure all the solid basics and methodology is undisputable. And then build on to that.
The key to success is to get people to rally behind the story. So it becomes their story. So you need to create a buzzing and entrepreneurial atmosphere in which everyone understands, uses and loves CX, VOC and NPS to realise the best customer experience possible. This model helps you achieve this.
Oh, and this is not pixie dust. It works. Over and over again, creating brilliant programmes with fantastic clients.
So smile, you’re in for a fantastic ride.
By the way… using this approach makes your own role a whole lot better. Imagine you get to spend all day working on a CX Programme that is set up to spark enthusiasm, trigger, nudge, confuse, provoke and make impact. One in which you nurture more and more employees to have fun, feel pride, take up their responsibility and initiate more customer centric activities then you could ever have dreamt of.
Jaap Wilms
TRUSTED SPARRING PARTNER
Jaap is one of the few very experienced CX and NPS practioners around. He consults businesses all over the world and also leads various global CX and NPS roll-outs for international renowned companies.
Accredited by the CXPA Jaap hosts the popular CX Masterclasses that prepare you for the CCXP Exam and that coveted CCXP title. As one of the only a handful of globally Recognized Training Providers he travels from Moscow to Manchester, Dubai to Delft, and Seattle to Singapore for it. Perhaps you’d like to immerse yourself in the world of NPS and the Loyalty Strategy. Or what about upskilling yourself in Business Storytelling to design your impact in the organisation…
Jaap is also a guest lecturer at some renowned Universities and MBAs where he teaches CX and Strategic Innovation. He is a guest on podcasts (e.g. the Forrester CX podcast), frequents the stage, is Director at the Customer Institute and Chair of Judges at the International CX Awards.
With 23 years of experience in CX and NPS, working and living in several countries, Jaap brings actual real-life experiences to the table. Having been a Customer Experience Leader himself in a large corporate for years – designing, running and modernising a complex NPS programme for multiple countries in Europe and Asia – he knows the unruly business world and the political games played very, very well. Combine that with a broad and in-depth expertise, and an array of surprising, original off-beat knowledge he’s sure to surprise, inspire and support you.
Home
ENROL IN AN
X MASTERCLASS
Welcome to the world of experiences (X)!
Get inspired, challenged and learn all about CX, NPS and Business Storytelling. The popular X Masterclasses are given all over the world from Moscow, Seattle, Dubai to Singapore. It fully prepares you for the global CCXP Exam by one of the few official CXPA trainers in the world.
STRENGTHEN YOUR
CX | NPS PROGRAMME
You’re involved in CX. Maybe you measure NPS or you have a VOC programme running. People are looking at you to make it happen. But how? How to get better scores, more results and more engagement? Get someone who’s been in your role. To help you as a sparring partner. To support you. In the background, so you can shine.
POSITION WITH
STORYTELLING
You do incredible work. You are unmissable, connect to strategy, to customers, increase value, and more. Yet, the organisation is… only mildly interested. For all your plans and ambitions, you will only succeed by getting the organisation to rally behind you and claim a strong position. Learn to craft your story, create impact and be a leader.
CHANGING CUSTOMER BATTLEGROUNDS
At an unprecedented break-neck pace customers’ behaviour and needs are changing. As a result, companies looking to stay relevant, gain leadership and growth see it as the new battlegrounds. To recognise trends and developments, and adapt them to new possibilities and innovations. A recent study showed an overwhelming sixty-five percent of business executives state the coming three years will be more critical and transformational for their businesses than the past fifty years (!).
It’s Customer Experience that is the inspiring, energetic and vibrant go-to field of expertise to understand this, own this, play into it. Done well, your CX, VOC or NPS initiatives incorporates it all and uses it as fuel for a transformational change. One that involves your organisation’s strategy and brand to brilliant surveys and follow-ups. That optimally designs and changes experiences and services that are better, more impactful and grow revenue. That creates and also nurtures an unrivaled entrepreneurial employee culture. And all of this with a attention to Business Storytelling, a strong narrative to rally the organisation behind you.
No wonder CX and NPS programmes are notoriously tough to get right. But it is not pixie dust. It is doable. Definitely.
So welcome. Feel free to have a look, or reach out for a coffee. Explore how expertise and real-life experience can help you. How business storytelling and off-beat surprising insights will get everyone in your organisation inspired, fired up and involved. Or how the X Masterclasses or a trusted Sparring Partner in the background can help you to grow as a Leader.
You'd like to read more?
CX GRAND CRU
SURPRISING FLAVOURS BY ADDING OFF-BEAT IDEAS DURING BREWING
CX, TYPEWRITERS AND HURDLES
The letters on your keyboard are stupid. They seem to be arranged completely at random. But are they? There's a…
NPS, SURVEYS AND ISHOKU-HADA
It's the bare essential of what a survey is about. And it often gets overlooked. The heart, the promise and meaning of…
CX, JAWS AND SPACE
Before you can tell any story, anything about your programme or initiative, or present what your team is doing, you…
CX, SILVER AND DOUBLE BLACK
A well-chosen name is priceless. It gives a sense of energy and ambition. Did you ever think of your CX initiative as…
CX, SEAGULLS AND MURDER
Good CX Programmes become better by being opposed. However, superb programmes manage to change the opposers themselves.…
FORRESTER PODCAST
Renowned US based research firm Forrester have one of the best podcast series and experts on CX. And I was invited…
CX, JALAPEÑOS AND COFFEE
So you'll often hear me talk about engaging the organisation. And when I do I'll usually be quick to point out that…
UPCOMING X MASTERCLASSES
DON'T BELIEVE MY BLUE EYES... BELIEVE OTHERS:
Jaap Wilms
TRUSTED SPARRING PARTNER
Jaap is one of the few very experienced CX and NPS practioners around. He consults businesses all over the world and also leads various global CX and NPS roll-outs for international renowned companies.
Accredited by the CXPA Jaap hosts the popular CX Masterclasses that prepare you for the CCXP Exam and that coveted CCXP title. As one of the only a handful of globally Recognized Training Providers he travels from Moscow to Manchester, Dubai to Delft, and Seattle to Singapore for it. Perhaps you’d like to immerse yourself in the world of NPS and the Loyalty Strategy. Or what about upskilling yourself in Business Storytelling to design your impact in the organisation…
Jaap is also a guest lecturer at some renowned Universities and MBAs where he teaches CX and Strategic Innovation. He is a guest on podcasts (e.g. the Forrester CX podcast), frequents the stage, is Director at the Customer Institute and Chair of Judges at the International CX Awards.
With 23 years of experience in CX and NPS, working and living in several countries, Jaap brings actual real-life experiences to the table. Having been a Customer Experience Leader himself in a large corporate for years – designing, running and modernising a complex NPS programme for multiple countries in Europe and Asia – he knows the unruly business world and the political games played very, very well. Combine that with a broad and in-depth expertise, and an array of surprising, original off-beat knowledge he’s sure to surprise, inspire and support you.