Marriage or a One-Night Stand?

Join us on March 26, 2019 for our event about the customer experience challenge!


Welcome to TheValueChain’s next event

The Customer Experience Challenge:

Marriage or a One-Night Stand?

Tuesday, March 26th, 2019 | 13:00 – 17:30 | Kapel Meeus (Wijnegem)
You don’t want to miss out if you are an executive in sales, marketing, digital transformation & CX strategy!

The digital economy is here to stay. We’re in the midst of a huge transformation. Now is the time to act. Let’s break the barriers together!


Technology gives customers power to impose the rules in purchasing goods and services. Leading companies understand that how they deliver is as important as what they deliver. That’s why customer experience (CX) is becoming a big focus of corporate strategies. Companies dream of engaging with their customers and building long-term relationships, based on commitment, trust, loyalty and consistency. Sounds like the story of a happy marriage, right?

On March 26, two keynote speakers will talk about CX in the 21st century, and how to address challenges like channel conflicts, siloed data, inaccurate pricing & product information, disjointed channel experience and cultural changes. Companies like BEKAERT and ADB SAFEGATE will bear witness about their journey towards a personalised multi-channel CX.

You will discover the rewards of a holistic approach and find out how today’s SAP technologies support companies to deliver complete, end-to-end customer experiences.

Co-creation partners



Welcome sandwich

“There is no love sincerer than the love of food.”
– George Bernard Shaw


Setting the CX Scene

Cultivate the relationship instead of going hunting. If you don’t, you may end up frustrated and worn out from all the chasing.

Anouck Decock, TheValueChain

Anouck is passionate about customer engagement and how to improve user experience across all interaction channels. Anouck has +20 years’ experience as an SAP expert, maximizing business value. She’s in charge of Customer Engagement & Commerce solutions at TheValueChain. Today, Anouck will be your MC and CXM! (*)

(*) Master of Ceremonies – Customer Experience Master


The customer-oriented organisation

With every new project you and your project team work on, you put the customer on a pedestal. But do you also consider enough who or what exactly has an impact on the experiences of the customer? And how do you get all your employees to follow a consistent story? You will have to make choices and try to really understand your customers with their sky-high expectations so that you can satisfy them in the future too. Are you ready to embark on your journey to becoming a customer-aware organisation?

Els Dhaeze, Pitopia

As a Customer Excellence Architect and certified Customer Experience Professional (CCXP), Els helps organisations become customer-oriented from inside the organisation. She applies what she has learned in her 17 years as a manager or member of the board at international companies. Els connects the internal employees with the customers and makes processes customer-oriented. She teaches organisations to listen, think and act with the customer in mind. Her vast experience in this field has resulted in a book: Uit liefde voor de klant. Maak al je medewerkers klantbewust. Els also founded Pitopia of which she is the managing director.


The channel conflict: divorcing from the middlemen, or a second marriage?

A channel conflict arises when channel partners start competing against each other. Imagine a brand selling directly to end customers and through a network of independent retailers. How to differentiate between channels? How is category management influencing your chain? What are relevant pricing algorithms? And how to enhance planning in order to improve your customer service level? Welcome at the marriage counselor!


Marc Van Hoeck and Philip Van Gasse, valueXstream

Marc is Founder and Managing Partner of valueXstream, a platform of supply chain architects, and member of the Board of PICS Belgium. As a supply chain architect, he has carried out assignments and taken up leadership roles in different industries, including wholesale, retail and manufacturing.

Philip is Partner at valueXstream. Philip outlines e-commerce strategies and translates supply chain needs into software solutions. Since 1999 he has worked as a consultant, mainly in retail and distribution, but also in healthcare and public affairs.


How to fan the flames in a long-term marriage: ADB SAFEGATE’s sales transformation enabled by digital platforms

B2B sales is a changing discipline due to digitalization, buying behavior and new insights. Sales organisations need to transform their sales approach and introduce value-based strategies. This often implies cultural and behavioral changes.

To achieve this transformation, you need well-defined processes to support best practice workflows. A digital platform that is able to support these critical processes and workflows will be of great value to your sales team. At ADB SAFEGATE, we took the challenge.


Anne de Vleeschauwer and Håkan Forsberg, ADB SAFEGATE

ADB SAFEGATE is a leading provider of intelligent solutions that deliver superior airport performance from approach to departure. Anne is Director IT Business Systems with more than 10 years’ experience in project management (ERP, CRM, HR) and business analysis & optimization.

Håkan is a sales strategist, futurist, mentor and co-founder of Conpleo. Since 2001, he has been working as an external senior advisor to ADB SAFEGATE, building a value-based and proactive sales culture, driven by why you sell and why customers buy, not by what you sell. Håkan’s passion is professionalizing sales as a discipline: sales is not about opinions, it’s about insights and experience.


Deepening relationships: BEKAERT’s digital approach in commercial

Customer experience (CX) strategies, once the preserve of B2C players, are fundamentally changing the complicated landscape of B2B relationships. Putting customer-centricity at the heart of your strategy is fundamental to lead in the B2B arena. Digital B2C experiences are driving B2B customer expectations.

However, although customer journeys are core to both B2B and B2C, implementation challenges are different. In B2B, relationships often go deeper, journeys are more complex and customization is more widespread. Stakes are usually higher in B2B deals.

That is why at BEKAERT, we believe that a smart combination of digital and non-digital transformation is the way forward towards improved omnichannel CX.

This presentation highlights the key steps taken so far, starting from a holistic, cross-functional approach, and covering the widespread of industry segments that we serve today.

Filip Verhoeve, BEKAERT

BEKAERT is a world market and technology leader in steel wire transformation and coating technologies. Filip is Subject Matter Expert Customer Experience and Digital Commerce and Global Function Lead of the Customer Service Centre. Filip has +25 years’ experience in various application fields, leading a diverse global team to extend BEKAERT’s reach and leadership into emerging and developed markets.


Mystery Guest

Ruben is not longer our mystery guest and he will talk about how Qualtrics will turn your:

  • customers into fanatics
  • products into obsessions
  • employees into ambassadors
  • brands into religions


Ruben Bru

Ruben BRU is the Qualtrics Sales Director, helping clients to maximize the return on their investments in Customer Experience Management Software, in the Benelux and Europe.
Ruben is an expert in CX and CRM, with a focus on Digital and Mobile Marketing.
He joined Qualtrics in March 2018, coming from Clarabridge, a leader in Txt-and Sentiment Analytics.
Ruben spent more than 15 years in CRM, launching Unica, the market leader in Omni Channel Campaign management.



This afternoon’s take-aways!



“Everything you want in life is a relationship away.”
– Idowu Koyenikan



Contact TheValueChain right away!