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Customer experience: from measure to action

How to successfully measure customer satisfaction and act upon it?

Master Class English
When 11 September 2025
09:30 - 12:30
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussel

Introduction

Today more than ever, optimising the customer experience is key. Studies establishing the impact of optimising the customer experience on business results (in terms of revenue and costs) are multiplying while improvement opportunities remain significant: while 80% of companies believe they offer a good customer experience, only 8% of their customers agree. In this context, measuring customer satisfaction effectively is essential to identify priority areas for improvement and to engage the organisation around the customer experience. 

  • How to transform data into concrete actions? 
  • How to ensure the adoption of the program by the organisation? 
  • What tools and technologies exist to optimise this type of program? 
  • What pitfalls to avoid? 

An interactive training including case studies showcasing best practices, peer-to-peer experience sharing, and the creation of a personal roadmap to optimise customer satisfaction measurement within your company.

What will you learn?

After completing this training, you will understand the challenges of measuring customer satisfaction and be equipped with an approach and tools to implement and/or optimise a "voice of the customer" program within your company.

For whom?

This training is an "advanced" level intended for managers with direct responsibility for implementing or optimising their company's "voice of the customer" program. This includes: 

  • Customer experience managers 
  • Research/Customer insights managers/directors 
  • Marketing managers/directors 
  • Sales managers/directors

Language

The training and presentation will be conducted in English.
Participants may respond in the language of their choice.

"The balance between exercises and theory was spot on. Sharing specific frameworks you can apply right away was also extremely valuable."

Speakers

  1. Valérie Busquin

    Valérie Busquin

    Partner at Business Markers

    Valérie Busquin, partner at Business Markers, has over 20 years of experience in optimising brand experience and customer relationships, with a strong focus on building empathy for the customer. 

    After working for 11 years in international marketing at Procter & Gamble, Valérie has spent the past 10+ years supporting companies of all sizes and sectors in putting the customer back at the heart of their strategy, through consulting, training and coaching missions. 

    She is certified to support “Voice of the Customer” programmes (Net Promoter Certified Associate – Satmetrix).

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Training 24/7

As a supplement or preparation for this Master Class, we recommend watching the following video trainings:

Prices

  • UBA member : Free. The participation fee is included in your company's annual membership contribution.
  • Standard: € 430 (excl. VAT)
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