Customer Understanding Masterclass

In this Customer understanding Masterclass we will not only introduce to you the what, why and how of customer understanding. we will also look at practical examples from CX leaders as well as get our hands dirty working on your Customer Understanding capabilities. Together as a team, you will be creating Personas and define their Needs, Wants and Jobs to be Done. You will learn the essential steps on building a Voice of the Customer Program and will make your own questionnaire, interview, and learn how to engage management with more inspiring reporting. Be prepared for an interactive session!

This online masterclass will be held on Zoom

Customer Understanding Masterclass

This is one of the key competences in Customer Experience. It is a set of practices that gives you a 360 degree customer view: understanding who your customers are, what they need and how they perceive the interactions they have with your company today.

If you know what customers want most and your company does best, you have the recipe for delivering a valuable, consistent and unrivaled customer experience.


  • What and why of Customer Understanding
  • Customer insight in relation to other business insights

3 basic parts of customer understanding

  • Who is your customer > from segmentation to building personas
  • How to tackle customer wants, needs and jobs to be done
  • Expectations versus perception: Are your customers actually happy or do you have blind spots

Voice of the customer programs

  • Listen: how do you retrieve customer feedback in the best way
  • Analyze: making awesome and engaging reports
  • Act: plan how to better close feedback loops in the organization


Our way of working

To ensure an optimal learning experience session, the Masterclass is followed up with a 1 hour personal coaching session, in which we can expand on Customer Experience in your field or discuss any other CX related topic.

The online Masterclass will be held with Zoom and we will use MIRO, an online collaboration platform.

Are you ready for an unrivaled experience?

Do you want to get the ins & outs of Customer Experience, get inspired and activated by us to create distinctive experiences yourself?

Then this masterclass is for you! You can register via our form on this page or contact us at


Peter Verheijde

Peter is a passionate and certified Customer Experience professional (CCXP), working over 25 years in this exciting field. With his roots in customer research,  both at agency as in company, he has a strong customer focus in everything he does. Within his professional journey he worked on all major CX areas. He gets energy from connecting to other people and turning key insights into practical solutions and better experiences.


Thirza Schaap

Thirza sometimes jokingly calls herself a CX and Human Centered Design fanatic and there is definitely a truth in that. She has over 15 years of experience in the Customer Experience field and has helped create better customer & employee experiences at KLM, Dutch Railways, Guidion and the Dutch Ministry of Foreign Affairs. Thirza’s mantra is “never trust your assumptions” and she loves it when she has empowered people to see how they can truly create better experiences. 

Apply for this masterclass

The price for this masterclass is € 299,- excl. VAT