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Understanding Customer Experience

Since the last decade Customer Experience is on every ones, and in particular, every business leader’s mind. Almost every day we are faced with business headlines and corporate news announcing a new customer experience strategy, a new head of customer experience, or a new award for customer experience management. Enterprises all over the world seem to agree that customer experience is of crucial importance to the survival of their companies.

However, one might wonder why, despite all these efforts most of the customer experiences we have today are rather poor? What happened to all these corporate efforts to deliver “great” customer experiences? Why do so many corporations fail to understand what a “great” customer experience really is? With CX-BeLux we want to help companies to deliver a profitable customer experience strategy. We help companies on three main pillars.

CX Strategy

A Customer Experience (CX) strategy is crucial for a company as it directly impacts customer satisfaction, loyalty, and overall business success.

By focusing on delivering positive interactions at every touchpoint, a well-defined CX strategy enhances customer engagement, builds brand loyalty, and encourages repeat business. Satisfied customers are more likely to become advocates, leading to positive word-of-mouth and a competitive edge in the market.

Ultimately, a robust CX strategy aligns the company's goals with customer needs, fostering long-term relationships and sustainable growth.

CX Planning & Management

Operationalizing the strategic vision, is an important second step to be taken. Effective planning involves mapping out customer journeys, identifying pain points, and implementing solutions to enhance satisfaction.

Good CX management will ensure the ongoing monitoring, measurement, and improvement of customer interactions, adapting strategies to evolving customer needs.

With proper planning and management, companies can proactively address issues, optimize processes, and maintain a high level of customer satisfaction, reinforcing the success of the overall CX strategy.

Measuring CX

And finally, measuring Customer Experience (CX) is crucial as it provides tangible metrics to assess the effectiveness of the CX strategy and management efforts.

It enables businesses to identify areas of improvement, track customer satisfaction, and gauge the impact of CX initiatives. Satisfied customers are more likely to become repeat buyers, refer others, and contribute to positive brand perception.

By correlating CX metrics with financial data, companies can quantify the impact of a positive customer experience on revenue, customer lifetime value, and overall profitability, reinforcing the business case for continued investment in CX initiatives.

Exploring Our Offerings

A GAP Analysis is crucial to know where you are as an organization regarding customer experience or digital experience. The assessment provides organizations with a comprehensive and detailed report to support the implementation of the ICXI standards. Linking CX to financial outcomes is essential for demonstrating its business value.

The ICXI implementation Toolkit is for those organisations wishing to implement the ICXI Customer Experience Standard (ICXS2019) or Digital Experience Standard (IDCXS2022). The Toolkit will enable organisations to facilitate implementation of the Standard, the pack allows organisations to go through the Implementation process at their own pace and deliver successful implementation.

A comprehensive training about how to effectively and efficiently carry out Customer Journey Mapping of organizations in the scope of the ICXI standards implementation and certification.

A comprehensive training about how to effectively and efficiently perform Voice of the Customer (VoC) research in the scope of the ICXI standards implementation and certification. In addition, a Voice of the Customer platform helps our customers to focus on what their customers need, what exactly are the  expectations from your brand and a strong communication platform to tell the brand if their products or services needs improvement. Regarding the technology, CX-Belux has partnered with QuestionPro.

Strong Partnerships, Greater Success: Meet Our Collaborators



The International Customer Experience Institute (ICXI) was founded in the United Kingdom in 2007 with a mission to enhance the customer experience across all channels of delivery and help organizations achieve global best practices in customer experience excellence.
The International Customer Experience Institute's Customer Experience Standard (ICXS2019) and Digital Experience Standard (IDCXS2022) helps any organization to achieve the highest standards of professionalism in all aspects of service quality in every international market. These standards are ISO based and can be independently accredited.


QuestionPro is an industry leader in insights, experiences, and software recognized by Forrester, Gartner, Quadrant Spark Matrix, G2 Crowd, and more.

With over 2.5 million users across 100 countries, they are a leading provider of online survey software that allows their users to generate the insights they need to make better business decisions. The QuestionPro software includes not only tools for creation, distribution, and analysis of surveys, but also provides a platform for polling, tablet-based mobile research, and data visualization.

Our Trusted Collaborations: Satisfied Clients, Lasting Relationships

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