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.

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

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.

E-commerce

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.

• 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)

How I work

Partnership

I strongly believe in a true partnership. An approach that has proven to be the key to the best results and highest customer satisfaction. A true bond with room for open and transparent communication.

Hands-on and agile

My approach is hands-on and effective. I tune my basic methods to a specific client situation. A strategy assignment is always compact with a hands-on step-by-step action plan. And your organization’s involvement from day one.