In this Hello Customer webinar, CEO Bram De Vos is joined by CTO Jonas Beullens for a blunt, practical conversation about AI in customer experience, and why the loudest takes are usually the least useful.

They open with a deliberately provocative claim: AI is threatening your job. Then they quickly pop the balloon. Predictions around “AGI is near” and “whole professions will disappear” have been confidently wrong before, and the bigger point is simple: in the next three to four years, CX is far more likely to be reshaped than erased. The work shifts, but the human layer still matters because customers still prefer humans for many moments that count.

From there, Bram reframes the hype cycle: what looks like a sudden revolution is often a long evolution. LLMs feel new because they became visible to everyone at once, but the underlying trajectory has been building for years. And the people shouting “this changes everything” often have something to sell, or at least attention to win.

Then they tackle the opposite complaint: AI doesn’t know our craft. The answer is “it can, but only if you feed it properly.” Jonas breaks down how language models work, and why outcomes depend heavily on inputs. A simple story makes it stick: a friend failed a golf rules exam using ChatGPT, then passed after uploading the rulebook. Same tool, different context, completely different results.

They bring it back to CX execution with concrete examples from Hello Customer: evolving from basic categorization and sentiment to hyper personalized taxonomies, adding implicit feedback from chats, emails, and call transcripts, and using Ask Isaac to turn questions into consistent, data backed reports. A key warning shows up here too: plain ChatGPT can give confident but inconsistent answers to the same question on the same dataset, which is exactly why prompt enrichment, retrieval, and traceability matter.

On trust, they land on two pragmatic guardrails: verify sources (like Perplexity does, and like Hello Customer does by linking back to knowledge base articles or verbatims), and treat privacy as real risk, not an afterthought. They call out data leakage and model training concerns, and explain why keeping models and processing inside the EU and preventing data reuse changes the equation.

They close on the 2026 direction: the real leap is from insights to action. Automate the low risk work, keep a human in the loop for high risk moments, and aim for fewer dashboards and more guided next steps. The final advice for CX people is refreshingly unglamorous: get your hands dirty, try one small use case each week, share what works, and do not give up.

Learn how Hello Customer turns feedback into business improvements: https://www.hellocustomer.com

You can watch the full webinar and see the discussion unfold on video here: https://www.hellocustomer.com/en/resources/webinars

In this Hello Customer webinar, CEO Bram De Vos is joined by Michel Stevens, course director at CXM Academy, for a no nonsense look at how to turn feedback into action, and why most companies still miss the point.

Key Topics Covered:

• The importance of reading raw customer feedback daily
• The blind spot of focusing only on complaints
• Two-dimensional customer relationships (emotional connection vs. product satisfaction)
• The three layers of service recovery (functional, emotional, social)
• Proactive feedback collection strategies
• Communicating customer centricity internally and externally
• Calculating ROI through promoter/detractor analysis

Core Takeaway: "Never assume, always ask" — understanding customer reality through direct conversation is vital.

Learn how Hello Customer turns feedback into business improvements: https://www.hellocustomer.com

You can watch the full webinar and see the discussion unfold on video here: https://www.hellocustomer.com/en/resources/webinars

In this episode of CX Matters, host Bram De Vos brings together two leading voices in customer experience: Michel Stevens and Horst Remes. Michel brings the lens of leadership and culture, while Horst approaches CX through design, experimentation, and evidence. Together they explore the question that often sits unanswered in boardrooms: how do you turn customer experience into measurable financial impact?

They discuss why CX has historically been framed around emotions rather than business value, why linking experience to revenue and cost reduction has proven difficult, and how organizations can finally bridge that gap. From the role of strategy alignment to the cost of distrust, the conversation covers both the revenue upside of loyalty and the efficiency gains of happier customers. Michel and Horst share practical examples of redesigning processes, challenging internal assumptions, and reframing CX as a business investment just like any other.

They also explore the messy nature of ROI calculations, how to communicate value to CFOs and C-level leaders, and why CX should always start from real customer needs rather than internal logic. The result is a grounded, candid discussion on turning sentiment into evidence and experience into cash.

A sharp finale to the three-part series on customer centricity, culture, and measurable impact.

Learn how Hello Customer turns feedback into business improvements: https://www.hellocustomer.com

In this episode of CX Matters, host Bram De Vos sits down with Michel Stevens, one of the most respected voices in customer experience, to explore why culture and behavior matter far more than processes or technology. With over two decades of experience guiding organizations toward stronger customer relationships, Michel shares how real differentiation happens when companies align values, leadership, and frontline behavior.

Together they dive into why technology alone won’t make you customer centric, how culture shapes what people believe is acceptable, and why leaders must intervene in the moment to reinforce the right behaviors. Michel explains the power of storytelling, going to gemba, and uniting operational, perception, and outcome metrics so everyone speaks the same language.

They also discuss the future of CX in an AI-driven world, why “average” is becoming a commodity, and how technology can bring companies back to timeless values like sincerity, clarity, and trust. At the heart of it all is Michel’s guiding principle: when in doubt, be human.

A thoughtful conversation on the foundations of customer centricity and the cultural work required to make it real.

Learn how Hello Customer turns feedback into business improvements: https://www.hellocustomer.com

In the first episode of CX Matters, host Bram De Vos sits down with Horst Remes, founder and CEO of One Stone, to unpack the biggest myths that keep companies from delivering meaningful customer experiences.

Horst shares how his team uses a startup-style experimentation approach to redesign customer journeys, why memories matter more than experiences, and how one powerful moment can shape how customers talk about you. They challenge common beliefs like “you must be excellent everywhere” and “never make a promise you can’t keep” and explain why focusing on peace of mind can be more effective than perfect accuracy.

Together they explore psychological insight, design trade-offs, and the real role of process vs attitude. They also look ahead at how AI will shift the foundation of customer experience, making emotion and memory the new battleground for differentiation.

A smart, candid conversation for leaders who want to rethink what customer centricity actually means.

Learn how Hello Customer turns feedback into business improvements: https://www.hellocustomer.com