Customer Experience isn’t just about transactions—it’s about transformation. Erik Vermeulen’s take on CX goes deeper than surface-level service. It’s about how people feel, how teams connect, and how brands stay memorable.
From his powerful insights, here are 10 lessons that remind us why great CX always starts from within:
- You buy something because of the experience you believe it will give you. You continue working with a business, buying its products, or shopping with a company because of the experience you’ve had with them.
- The first gear in delivering a great customer experience is employee experience. The most important person isn’t the customer—it’s the employee.
- All it takes is one disengaged employee to create a bad customer experience—and that can damage the brand and its value.
- We can’t look at customer experience in isolation—it starts with employees who are fully engaged in our brand.
- We need employees who can deliver a consistent, seamless experience to our customers—that’s absolutely critical.
- The only difference between KQ and Emirates is the feeling we have while flying with them. The aircraft and procedures are the same—what sets them apart is the experience once you’re seated in that flying tube.
- Customers tend to remember peak highs and lows—especially the most recent one. If someone has a bad experience, the sooner we can offer a peak positive moment as the last memory, the better our chances of saving the relationship.
- Be friendly and accommodating. One of the worst things you can say to a customer is, “These are the rules, these are the regulations, this is the process.” As a customer, I don’t care about your rules—I care about whether you can solve my problem.
- Instead of finding reasons why you can’t solve a problem, look for ways you can solve it.
- The future of CX lies in how we embrace technology while staying human. The more high-tech we become, the more high-touch we must be—because people still crave authentic connection.
