Digital transformation meets customer experience

Execution and acceleration from a concrete strategic context with a
proven “fast digital value” approach and scalable results


About me

Customer experience is the norm. Don’t offer it and your customers will drop you just like that. Not embarking on data-driven digital transformation, means you will no doubt miss the boat. Leaving you with the question: will I live it to the next decade? As your competition doesn’t sit still. But, what approach to take? And where to begin?

You are looking for an expert. Someone who will put the flag on the moon. Who defines priorities. And ensures execution. Who to choose? A strategist without hands-on experience? A digital practitioner without a strategy background? An experience IT-pro with marketing affinity? Or a skilled marketer with experience in IT?

Busch Briar & Backwood. Me myself & I. Gerben Busch EMP. With digital DNA since 1993 I operate in the heart of marketing, data, and technology. My game is creating traction and growth. To determine your customer experience ambition. The strategy. The implementation roadmap. And to ensure execution. My track record says it all.

Busch Briar & Backwood - a powerful marketingm multitool

Customer experience

As a company or brand you have ambition. Aim for growth. More loyal customers. Higher returns. The recipe to accomplish this is customer experience. Customer experience is the result of a delicate balance between marketing, data, and technology. Always with your brand values as the corner stone. For you have to live up to your promises. As customer experience is a holistic concept, I make it tangible. And, therefore, your ambition attainable.

1. Plan

The answer to the question: what is customer experience for you and your customers at every single touchpoint? What is your ambition? And what could the road towards it look like? How are you going to measure success, your KPIs? In short: your plan. Your strategy. Not the kind that ends up in a drawer. But to the point.

2. Map

As data and technology play an important role in rendering that customer experience – and, consequently, generating increased brand engagement – we create a customer journey map per persona. That, we plot on the existing ICT infrastructure. Which results in a pragmatic implementation roadmap.

3. Act

Without execution strategy and plans remain dreams. That is why, with the roadmap as the basis, we start with the implementation of the quick wins as soon as possible. Seeing results = believing. And it fosters enthusiasm. Which is important when investing in new technology such as marketing automation.

From the experience I have built in the past 25+ years in the heart of marketing, data, and technology, I help companies and their brands grow. On a strategic level. Through implementation and operational support. In below interrelated domains. From the credo: Show. Join. Go on your own. Possibly starting with a second opinion or quick scan.

Service design

Service design is an important component in customer experience. It is all about an ideal customer journeys through intuitive user interfaces. Ánd about the underlying business processes. With experience in service design since 1993 I ensure you live up to your customer promises. For example in e-commerce and customer service.

Marketing automation

Investments in marketing automation are more than once made without companies having a clear goal in mind. The consequence: low returns on investment. I help you to boost your marketing automation ROI. To start with quick wins implementation, working from a clear plan. And, preferably, with the development of a 360° customer profile.


CRM as a technology did not live up to its promise. But, the CRM philosophy is still alive and kicking: customer loyalty. From a proven, successful approach I help you achieve a higher CLV. Through a CRM plan. Building your 360° customer profile. Definition of your loyalty program. And I deliver support around technical and operational implementation.


On your e-commerce platform the buyer journey is a great contributor to how customer experience your brand. Your e-commerce floor plan determines ease of shopping. Your fulfilment processes their brand experience after making the purchase. Applying service design, I make the last mile. In B2C and B2B. With omnichannel shopping and inbound marketing, respectively.

Brand activation

With brand activation experience since 1999, I frequently encounter one size fits all campaings. Whereas brand activation campaign results may skyrocket with a database selection on specific characteristics. As a one-off or as a ongoing campaign. Feeded from your database. And triggered via marketing automation. With creatives crafted with your brand values in mind.

Digital transformation

Customer experience and digital transformation go hand in hand. For reasons that data and technology play an important role. It is important to keep in the back of your head that digital transformation is not a goal in itself. Digitization of your business adding value is preconditional. I help you make steps to the next level. With customer journey ánd life cycle as the starting point.

Puts customers and experience first. Already since 1993.


The status quo is not an option. There is always better.


Unravels challenges and solutions fast. Hits the ground running.

Maintains strong overview of plans and their organizational impact.


Keen eye for business and creative opportunities and how to deliver.


Brings a strong drive, relentless energy and a positive vibe.


  • Digital transformation
  • Customer experience
  • Marketing strategy
  • Omnichannel marketing
  • Marketing automation
  • CRM
  • Loyalty programs
  • E-commerce
  • Big data/artificial intelligence
  • Customer journey mapping
  • Interaction design
  • Service design
  • Business process redesign
  • Change management
  • Brand activation
  • Advertising
  • Email marketing
  • Storytelling/Presentations
  • Storytelling/Proposals
  • Consultative selling
  • Program management (PO)

Industry experience

  • Consumer packaged goods
  • Retail
  • Fashion
  • FMCG
  • Automotive
  • Travel & leisure
  • Media & entertainment
  • Aviation
  • Professional services
  • Logistics
  • Supply chain management
  • Manufacturing
  • Electronics
  • Telecommunications
  • Finance
  • Real estate
  • Insurance
  • Consumer services
  • Non-profit
  • Healthcare
  • Government


Industry verticals


Years in 'digital'


Omnichannel strategies


Digital & omnichannel projects


I work for B2C and B2B businesses and their brands with local, European and global operations. With blue-chip companies as well as on the client advisory and agency side. Where I have challenged and strengthened strategies. Built concrete roadmaps for execution. Developed and implemented digital products. And supported in daily operations. Below you will find a cross-section with 2 things in common: digital transformation and customer experience.

ARTIS - CRM and customer experience strategy

ARTIS | Amsterdam ZOO

Solid basis for vendor selection, implementation, and roll-out of CRM and customer experience strategy

Marel | Customer experience, inbound marketing automation en digital transformation in B2B


Customer experience optimization for inbound marketing in B2B

Brand activation and marketing automation as the driver for e-commerce Nike TEAM sales


Brand activation, marketing automation and e-commerce to drive Nike TEAM sales

Penfield Digital | Brand en market proposition voor een customer experience en marketing automation bureau

Penfield Digital

A brand and market proposition for a new omnichannel marketing agency

Wereld van Windmolens | Brand proposition en marketing plan voor het nieuwe museum

De Zaansche Molen

Brand positioning and marketing plan for a new museum brand World of Windmills

Beequip | Pragmatische groeistrategie voor een optimale customer experience in de totale customer journey


A growth strategy leading towards an ideal brand experience in the entire customer journey

Akzo Nobel | Change management 'agile tribe governance' voor een wereldwijd digital transformation programma

Akzo Nobel

Change management concerning the 'Tribe governance' for a global digital transformation program

Pets Place | CRM strategy en customer loyalty programma in omni-channel retail

Pets Place

Through a CRM strategy and a loyalty program to omnichannel customer engagement

Tommy Hilfiger Europe | Pan-Europees customer loyalty programma gericht op customer experience en brand engagement in fashion retail

Tommy Hilfiger

Building and implementing the pan-European MyTommy loyalty program rewarding members upon brand engagement

Raet | Roll-out plan voor een customer experience en thought leadership strategie


Roll-out plan for a data-driven customer intimacy and thought leadership strategy

Nationale Postcode Loterij | Data-driven email marketing en marketing automation

Nationale Postcode Loterij

Segmented, data-driven email marketing and full-service email operations

ABN AMRO | Bankbrede gesegmenteerde email marketing en marketing automation


Bank-wide segmented email marketing and marketing automation back-end integration

Rijks Museum | CRM strategy en omnichannel marketing plan gericht op bezoekersloyaliteit

Rijks Museum

Developing the CRM and omnichannel marketing strategy to boost customer experience

Volkswagen | Optimaliseren customer experience via marketing automation en data-driven email marketing

Volkswagen (Pon Automotive)

Personalized email marketing and marketing automation to drive brand engagement in pre- and post-sales

Royal IHC | E-commerce portal, business en loyalty marketing strategie in B2B

Royal IHC

Building and implementing a loyalty marketing and overall business strategy for the spare parts market

Wereldwijde e-commerce strategie en roadmap


Developing a worldwide e-commerce strategy including implementation advice and business case

Rabobank | Digital disruption in banking with a data-driven experience


A data-driven business concept to support clients in achieving their personal and financial goals

Praxis | Loyalty marketing programma voor een optimale customer experience


Developing an omnichannel loyalty marketing strategy and program

Renault | CRM and loyalty marketing strategy for an immersive buyer en customer experience


A CRM strategy for the perfect buyer and customer experience

Caillac | CRM strategy, loyalty marketing and omnichannel marketing campaigns


Europe-wide crm strategy,, loyalty marketing and omnichannel campaigns

Grolsch | Loyalty marketing and consumer activation platform in FMCG


Consumer loyalty program and activation campaigns for a better brand experience and consumer engagement

Van loyaliteitsstrategie en -programma naar een gepersonaliseerde customer experience in travel


A personalized customer experience with a loyalty marketing strategy and program

Elsevier Science Direct : E-commerce strategie en webshop voor de MKB- en SOHO-markten in publishing

Elsevier Science Direct

E-commerce strategy and platform development to target the SOHO and SME segments

Service design en CRM voor een optimale customer experience in telecom

Telfort / O2

A CRM end-to-end process providing customers the best possible brand experience

KLM Cargo - User experience en service design voor een optimale customer experience in de luchtvaart

KLM Cargo

Digital as the enabler for a transparent internal pricing and performance-based contracts

Schiphol - Digital transformation strategie voor additionele omzetstromen en een optimale customer experience in retail


A new, digital disruptive growth strategy for the Passengers Division

Commodore | Service design in logistiek en supply chain management van duurzame consumptiegoederen


Setting up and managing the logistics & supply chain management operation

IBM/Nedlloyd | Digital transformation en service design in supply chain management


Digital transformation for a better competitive position in the market for 3PL supply chain services

What others say about me

I have worked with Gerben since he joined Bookmark in the mid-2000s, where he brought clients to the next level and played an important role in agency operations efficiency. Meeting him again at The Valley, where he has proven to be a solid and trustworthy pillar in various roles. Gerben is a person with a strong drive, brings lots of energy to the table, has really strong writing skills, and I have got to know him to 'always deliver'. I would recommend Gerben to any professional organization.

Auke MeijerCFO/COO The Valley

One of the qualities I have come to appreciate Gerben for is the high quality he delivers when setting up the strategy for service design projects as well as their start-up and benchmarking operations. His proposals are always clear and straightforward with an eye for the essence as well as details. And they come with a great narrative. A true asset in business development.

Brian OostenbrinkCXO The Valley

Working with Gerben on GM's Cadillac, Corvette & Hummer business was a wonderful experience. He developed some brilliant & impactful European CRM strategies for the brands while in his role at Bookmark. ... Gerben understands the true art of client service, and when combined with his strategic thinking on customer contact, lead generation & brand activation he becomes an amazing asset to any business.

Samuel TaitManaging Director media transformation Dentsu Aegis Network

I worked with Gerben for almost 10 years. In those years I learned that Gerben has some extraordinary skills. From strategic deep dives all the way to implementation, Gerben will show the way in a pleasant and hands-on way. It is remarkable how productive Gerben can be when it comes to processing a great amount of information or work. Always delivering the plan within time and budget. Reliability is Gerben’s core asset. Where the big consultants stop, Gerben will comes in and makes it tangible: a clear roadmap and implementation plan for the marketing team, in order to take concrete steps and a lot of progress. Hands-on. Last but not least, it was most of all a pleasure to work with Gerben as a human being. Man on a mission, but with a great heart. I can highly recommend Gerben for any project that has a mix of strategy, branding, digital transformation, email marketing/crm or data. A brave move now to start as an entrepreneur. Go get ‘em Gerben.

Philip KokCEO The Valley