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Since 2010, I have been trying to change companies to be less about ads and more about acts. Two experiences have been pivotal in my thinking – KLM’s surprise campaign that tought me that marketing campaigns are one thing, but that the difference is made in the things you do for your customers every day. And secondly, a near-death experience in 2015 that had me appreciate memorable moments even more.
Over the years that meant I have an great interest in everything technology but above all, how customers and colleagues experience brands and organisations. How can we make people happy? How can we turn one-time-customers into returning advocates? How do colleagues experience their time at the office? How can we improve that?