Anouk Vastert

CX = BX (UX + PX + EX2)

Key Learnings

  • Why is first defining Customer Experience as well as Brand Experience principles so important?
  • How to drive Company-wide CX transformation in your organization? Key elements.
  • What are the major roadblocks and learnings for many companies?


Enterprise wide CX transformation consists of Product Experience (UX) + Engagement Experience + Employee Experience. Which means all departments in a company must join.

If you really want to deliver Customer Experience for your company: have you really created a CX strategy out of your overall strategy?
Have you really taken the effort to define your Brand experience principles out of your Brand promise and your brand value?
Have you consciously brought people in the positions to make the change and drive the implementation?
Are they set up to win, are they empowered enough?
Do they have enough budget and is the support from BOM strong enough?

All questions to be triggered and answered in this session.

Date: Thursday, January 1st


Anouk Vastert

Global Customer Experience Advisor, SAP

Anouk started with SAP in April 2020 as Customer Experience Advisor, after 15 years in Philips and 8 years with Coca-Cola in various customer experience, marketing and sales roles. In this Global CX role she works intensively with SAP’s largest global accounts. Together with sales teams she partners with customers in order to increase their customer experience in all touch points. Through assessments of experience maturity (Sales-Digital-Services, B2C and B2B) and through the joint execution of end 2 end customer journey mapping. Anouk is an expert in Customer Experience End 2 End transformation and change management. Her passion is helping companies to change from inside-out product and process focus, to outside-in Customer focus.

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