Hi, I’m Ben van Stee. Customer-centricity has been a driving force throughout my career. Starting in market research, I expanded my expertise working in multiple roles focusing on customer experience, marketing, and innovation. At some point it felt like something was missing to move the needle and make a noticeable impact. I needed something else, so I started reading and exploring what was out there. My real transformation came when I discovered books like Nudge, Influence, Atomic Habits and Predictably Irrational. These books opened a whole new realm of marketing psychology and economic thinking. That was it. I was hooked! Fast forward to the present day and I’ve fully made the transition. I discovered my own blind spot for how human decision-making really works. Last year I decided to do a post-master's degree in behavior change. Combined with my 20+ years of experience as a corporate consultant in CX, innovation and customer research, I can support the process of designing innovative solutions your customers really love. In 2024, I opened my own consultancy: The Customer Inspiration Agency > https://tcia.nl/ It’s been amazing and I’m constantly energized by not only the work I do, but also the greater potential in this field by understanding the quirks of the human mind and use this knowledge to positively change how people live. Creating great customer experiences is not easy, but here’s some good news. I believe the key challenge is all about creating a natural connection with customers, making them feel understood, in control and looked after. A behavioral approach combined with technology, can help to relieve customer pain points and deliver delightful experiences in any industry.