A leadership team needs clarity before investing.
Experience Strategy Sprint
Define the decisions, audiences, outcomes, measurement and ownership model for CX, EX or VoC/VoE.
Strategic Advisory
CX and EX transformation advisory, led by Joey de Laat
Joey de Laat helps leadership teams turn customer and employee feedback into decisions, clear ownership and measurable outcomes.
- 15+ years leading global CX, EX and operating-model transformation across healthcare, logistics and service operations, including programmes spanning 100+ countries.
- Keynote at Qualtrics Experience Live, Amsterdam 2026
From a short sprint to ongoing advisory through implementation, plus training so your team can run it once the engagement ends. VoC and VoE stand for voice of customer and voice of employee.
The listening and insight set-up is fragmented or underused.
Experience Foundation Review
Review strategy, measurement, data, governance, technology, operating model and action-taking, and leave with a prioritised roadmap.
The organisation collects feedback but cannot reliably act on it.
Listening & Impact Operating Model
Design the end-to-end model: VoC/VoE architecture, journey and lifecycle measurement, decision rights, governance, reporting, leader routines and impact measures.
A senior sponsor needs an experienced partner during implementation.
Transformation Advisory
Ongoing strategic advice, challenge, stakeholder alignment and support through implementation.
Your team needs to run the foundation without outside help.
Capability & Handover Training
Train the people who will own the listening programme, governance and reporting, so the work continues after the engagement ends.
Meet Joey de Laat, CX and EX advisor
Joey de Laat
Customer & Employee Experience Transformation Advisor
I build the systems that turn customer and employee voice into decisions, action and measurable business impact, across global organisations.
Where dashboards, product, service or digital design are needed, Joey can work alongside Engaging UX Design to connect experience strategy to delivery.
What you get
What Joey adds to your CX and EX programme
A senior advisor who turns customer and employee listening into decisions, ownership and measurable performance, for organisations operating at scale.
Feedback tied to business performance
Customer and employee listening connected to business performance, measured in outcomes leadership already tracks, not a side project.
Governance and clear decision rights
Defined ownership of who acts on insight and under what authority, so findings lead to action instead of another report.
Leadership ownership that holds
Routines that keep experience on the leadership agenda, so action continues after the project ends.
Operating models built for scale
A model designed for multiple markets, business units and languages, not a single team's workaround.
An outside senior view
15+ years applied directly to your situation, independent of internal politics and sunk-cost thinking.
One agreement, one team
Advisory and, where needed, design or development delivery, under a single agreement with Engaging UX Design.
Speaking
Keynotes on CX and EX
Talks and keynotes on turning customer and employee voice into decisions, governance and measurable outcomes.
Recent keynote
Qualtrics Experience Live, Amsterdam 202615+ years leading global CX, EX and operating-model transformation across healthcare, logistics and service operations, including programmes spanning 100+ countries.
Formats
- Keynote
- Panel
- Leadership session
From feedback to decisions
How to connect customer and employee voice to the decisions leaders actually make.
Listening that leaders act on
Governance, ownership and routines that turn insight into action, not more reports.
Measuring what matters
Linking CX and EX to outcomes leadership already cares about, such as retention, cost to serve and engagement.
The process
What happens after you book
A free call does not commit you to anything. This is what follows if you want to move forward.
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Request a time
Pick a free, no-obligation 30-minute call, by default on Google Meet.
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Confirmation by email
Your request is reviewed, then confirmed by email with the meeting link.
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Talk with Joey
Joey takes the call to hear your situation and map out what's needed. If design or development support becomes relevant, Engaging UX Design can join at that point.
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A tailored proposal
You receive a written proposal with scope, deliverables and price, based on the call.
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Decide, then start
Once you approve the proposal, work starts under one agreement with Engaging UX Design and a 30-day payment term.
The call is always free and no-obligation. You only commit once you approve the proposal.
Questions
Questions about CX and EX advisory
Short answers to what leadership teams usually ask before the first call.
What does a CX and voice of customer advisor do?
A CX advisor helps leadership decide what to listen to, who owns the response and how impact is measured. Joey de Laat works on strategy, governance, decision rights and the operating model around customer and employee feedback, so insight leads to action instead of another report. The same approach covers employee experience and voice of employee.
How is this different from a research agency or a Qualtrics or Medallia implementation partner?
The work sits around the tooling. The focus is on the decisions, ownership, governance and measures that make a feedback programme useful, rather than running surveys or configuring a platform. If you need help on that side as well, it is open for discussion on the first call. Where dashboards, product, service or digital design are needed, Joey can work alongside Engaging UX Design.
How long does an Experience Strategy Sprint take?
The sprint defines the decisions, audiences, outcomes, measurement and ownership model for CX, EX or VoC/VoE. Duration and effort depend on your organisation, the number of markets and the stakeholders involved, so they are scoped in the proposal after the first call, not fixed in advance.
Do you work with our existing feedback platform?
An existing set-up is a normal starting point. The Experience Foundation Review looks at your current strategy, measurement, data, governance, technology and operating model, and ends in a prioritised roadmap. Mention your platform on the first call so it can be part of the conversation. Not sure where to start? That is fine too, and the right starting point is something we work out together on the call.
Can you work in Dutch and English, and internationally?
Yes. The first call can be in English or Dutch. Joey has led programmes spanning 100+ countries, and the operating models are designed for multiple markets, business units and languages.
How does pricing work, and what happens after the first call?
Advisory is proposal-led, so there is no price list. After a free 30-minute call you receive a written proposal with scope, deliverables and price, based on what you discussed. You commit only when you approve it. Work then starts under one agreement with Engaging UX Design, with a 30-day payment term.
Ready to talk strategy?
A free, no-obligation 30-minute call to see what your organisation needs first.