• “Our mission will be accomplished once every organization adopts customer experience, instead of profit, as its driving force.”

    Zanna van der Aa, initiator of customer signals management.

New developments KSM factory

 11 June 2017
 Written by Zanna

Although KSM Factory only saw the light of day a year or so ago, the time is already ripe for new developments. Developments to further realize that same dream whose seed was planted more than 15 years ago, namely…


Are you looking for success in customer experience? Don’t bother asking your customers what’s important.

 23 February 2017
 Written by Zanna

Latent needs make or break customer perception

While studies concerning the role of our subconscious do not entirely concur, they all quote an influencing factor between 75 percent and 95 percent.  Given the magnitude of that role, why do the…


Service design for supplementary benefit

 31 October 2016
 Written by Zanna

The idea began as… “Wouldn’t it be fantastic if, by really looking at people and their specific context, by truly understanding them, we can offer them better services and help get them off supplementary benefit?” A number of years…


Win-win-win: the 10 questions for e-mail and telephony.

 06 August 2016
 Written by Zanna

One of the benefits of my job is that I get to formulate driver analyses for all kinds of organizations. In turn, this provides me with wonderful, useful insights which many people find interesting. Today, I’d like to share…


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