Early in my career as a window dresser at Hij Herenmode (now We-fashion), I began observing customer behavior and the interaction process in-store. As the Marketing Director at Amici, I initiated a database marketing project that was ahead of its time, with over 60% of sales coming from registered customers. This experience taught me the fundamentals of CRM, the importance of data, and the challenges of managing stakeholder buy-in for customer-centric programs.

Building on the extensive customer database at Amici, we ventured into email marketing even before it became mainstream. This naturally led to the development of an e-commerce website, making us the first physical retailer in the Netherlands to do so. Using Microsoft Commerce Server, we explored providing personalized content experiences. After the merger of Vendex and BBB, I served as the Director of E-Business at the now largest Dutch retail group. My mission was to champion the transformative potential of digital technology and online retail to convince traditional retailers of the viability of selling apparel online. We also undertook groundbreaking projects, including one for V&D that combined e-commerce with a daily television program (with Endemol) and digital in-store media.

As the Director of E-commerce at Vendex KBB, I gained exposure to high-level strategic thinking and data interpretation. Leveraging this experience, I transitioned into consultancy, offering independent insights to major international clients, including KLM and the emerging bol.com. Part of my work involved supporting digital agency Born05 (now ACE), with whom we created the award-winning i-fly magazine and a personalized marketing platform. This period also marked the beginning of sharing my insights through the Bonsing|Mann models.

After Vendex KBB, I transitioned from a board member role at Thuiswinkel Organisatie to chairing the Shopping Awards jury. Dissatisfied with the jury process, I developed a benchmarking model for e-commerce activities. This successful Shop Experience Model, co-developed with GFK, was used for the European Shopping Awards and caught the attention of major consulting firms, leading to its acquisition by the Boston Consultancy Group.

After the sale of the ShopExperience model, I introduced an enhanced Omnichannel Commerce benchmarking tool. The Journey Benchmark model meticulously assesses interactions at 2,000 checkpoints throughout the customer journey. At customer Journey Expersts We analyzed countless customer journeys worldwide and assisted numerous leading companies in improving their performance. Our continuous research pinpointed the game-changing potential of AI and conversational tech by 2018. Collaborating with Achmea, the Netherlands' leading insurance group, and Microsoft, we've since disseminated our findings via the Shopping Tomorrow program

Building on my refined vision of AI-driven customer journeys, I have been shaping the Intelligent Customer Interaction model since 2020. Using this approach, we've developed business concepts and customer interaction models with various clients. The core of these models emphasizes customer-focused, data-driven interactions aimed at ultimate personalization throughout the journey. In collaboration with Work&Co, we've realized this vision as a conversational insurance strategy for Achmea.

The essence of the Intelligent Customer Interaction methodology is to overcome the siloed structure and engage the organization in developing data-driven, customer-centric interactions. Our online collaboration framework and the process of creating a user story, which also illustrates the organizational impact and potential for value creation over the next five years, have proven to be extremely powerful. Therefore, I am currently securing funding to further develop this into an assisted SaaS tool. More details coming soon!!!

The Humaintouch emphasizes the perfect blend of human ingenuity with AI and advanced technology to create meaningful customer interactions.