CX is a very powerful business methodology. It connects business strategy to your customers, enables to act upon valuable feedback and to increase customer loyalty and value. However, you will only succeed by turning inwards first. How do you engage your organisation and create an energetic, buzzing customer driven environment?

Realising CX isn't always about telling the truth

...all of a sudden opens 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 CX, VOC or NPS programme.

Successful CX 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 appealing visuals. 

Using the right visuals to bring your programme to live sets you apart from the bland rest. Your goal is to capture the audience’s attention and imagination. To show and share interesting overviews that capture insights, verbatim and progress of what you’re doing. So make an impact with glossy magazine-style reports. Or beautiful, insightful or funny infographics. Or go for stunning high-end presentations that are rich and surprising in style and content and will have people talk about for days to come.

Get someone who knows this, knows CX and how to translate it to designs so you can inspire, lure and engage the organisation.



Be unique. Be extraordinary. Show what your CX programme, vision and results are all about. Get yourself a design partner who understands CX in-depth, knows what you need and knows how to co-create stunning material with you. So you can present, show and share the very best of the best.

  • REPORTS: from stylish Board reports that puts them right in their comfort zone to organisation-wide magazine-style CX reports that go beyond scores and are actually read.
  • INFOGRAPHICS: from one-pagers for an event or as a periodic update to a big poster showcasing your programme in a unique and effective way.
  • PRESENTATIONS: from stunning high-end slides to building a better, richer and more effective storytelling for your presentation or workshop so you’re guaranteed to have a raving success.
  • DASHBOARDS: redesigning your dashboard with visuals, behavioural ques, a better layout and gamification so it becomes really engaging and far more used by those that you want to have work with it.
  • SPARKS: a series of small, instagrammable visuals and so-called ‘junkie stories’ will cover an entire year and help you create continuous connection with your organisation.

Jaap Wilms | Creating CX Impact


Stories come in all sorts and shapes. But you’d be wrong if you think a story is only a narrative in a presentation, or a carefully worded and rehearsed voice-over. People look for stories everywhere. It’s part of how we are wired and how we make sense of what’s presented to us.

And that goes for reports and analyses as well. It’s a misconception to think hand-out pieces of information are only about information. Those too are stories. And you have to carefully design how you present your information. Or in other words, it’s not enough just to have data. Data doesn’t do the trick.

What you’re after is that you want people to focus on what you are setting out to achieve, to take them along on your goals and get them enthusiastic and supportive. You don’t want to get in an endless conversation about scores. After all, they are the means, not the end.

So how do you get senior leaders and stakeholders into the right discussion then? About what needs to happen next? How can you steer towards the insights and trends, your activities and initiatives, and your calls to action?

Here’s a tip to start with: don’t get into all sorts of short term details. Change it. Show your story!

It is actually very easy. Just stop using reports that are complex, too detailed, focusing on the wrong aspects or that are just plain ugly. Put extra work in designing your report instead of only focusing on the content and expecting just the series of numbers and scores will do the trick. Because it doesn’t. A well laid out report creates engagement and involvement. Or, as one Board Member said to me once: “Finally, a report I want to read”.

Here’s 5 considerations

1. Make it recognisable

  • What’s the name of your programme or initiative? Usually, when talking to companies I see an overwhelming majority of the programmes not having a name or visual identity. They are called ‘CX Programme’ or ‘Customer Feedback’ or so. The question here is, do you want to be a recognizable entity or are you content to be a description? You may think this sounds simple and superficial, but it does add the necessary weight and makes you referable. After all, every company has a name and logo. So treat your programme as if it is a company with a powerful name, logo, tagline and – within the possibilities of the brand guidelines – a visual identity.

2. Make it comfortable and trustworthy

  • Boards and Senior Management are notorious left-brainers*. They are, or they have grown accustomed to it throughout the years. So give them the scores, trends and targets but do so in a well laid-out design. And be very aware of the effect that a typo and misalignments have. For example, those nice boxes you put in to show different scores for different business units, make sure they’re all the same size and aligned. Because subconsciously people will have to actively engage in ignoring those errors, and might start wondering if anything else is also ‘just a bit off’. Like the scores. And if people start to question or doubt the accuracy of your scores, you’ve lost. Simply taking care of alignment can help you avoid that. … * Yes, I know. The concept of left-brainers and right-brainers is debunked. But I still like to use it as it’s so easy to understand, so let’s continue with it for the next one.

3. Make it Instagrammable

  • Ok, so this might sound strange. It is however a vital one. For right-brainers you have to switch tactics. They are the ones not being the number-crunchers. That can appreciate an overall overview, as long as it’s appealing and deserves their time. Actually it is probably more than 90% of the organisation, so basically all the rest. See them as millennials and you’ll get a quick idea what it takes to engage them (of course your organisation does not exist entirely of millennials). For these right-brainers reports should be engaging, like infographics, sparks or a glossy magazine-style report. It has to be more than just scores. The scores are secondary. For them it’s the compelling story, the direction you’re heading and the overall vibe that counts.

4. Make it about progress and show it

  • It’s very simple. If you only show scores, you will only get talk about scores. Instead, show you have a programme that is aimed at achieving something. Show what your current and next steps are.

And… never forget people always seek confirmation they are betting the right horse. So make sure to show results and (successful or not) activities delivered!

5. Make sure to steer discussions

  • Create visual hotspots where you can point at as topics for the discussion. If you don’t, people will freely pick whatever they want and discuss that. Even if it’s irrelevant. And there, you lost your valuable time for your pressing matters.So make sure you thoroughly thought through where to position each element on the page. Using scores at the bottom for instance visually underscores they are the ‘literally the foundation of your solid programme’. But it also allows you to use the visual hotspot that is top left for statements of your progress, or certain insights or decisions you want them to make.

… Well, one final one then: make sure you keep attention

  • Once people see your report, you want to get them hooked. Not settling for a quick glance, a good way is to humanize (or storify) topics. So instead of “lowest score” write “we are bad at …” Of course you need to tailor to your audience, but don’t underestimate how it increases your impact and makes people continue to read on. And talking about humanizing: get your customer quotes in. Because ehm… we’re doing this for the customer? O, and stop using the praise only, it is often the harsh comments – and if you dare, the ones with swearing in it – that solicit the most attention and support for your next steps.



24-25 November 2022

A 2 day inspiring LIVE experience that will stay with you for a lifetime CX career and prepares you for the CCXP Exam

2 & 9 JUNE 2022

An inspiring, international 2,5 day ONLINE experience, for a lifetime global CX network and a full preparation for the CCXP Exam.

See entire agenda