A clear market pattern is unfolding: brands have invested significant time and resources in the digital transformation of their channels and touchpoints over the past decade. From websites, e-commerce, platforms, and customer portals to email marketing, marketing automation, in-store experiences, social media, and customer service. As a result, the Netherlands has achieved high digital maturity and often leads the way compared to other European countries. According to Philip Kok (CEO), a new significant movement is underway:
"After the transformation, our clients face a significant challenge of integrating digitized channels and services into a consistent and distinctive end-to-end customer experience across all channels. This is a challenging task where the assistance of a CX specialist is highly desired."

In recent months, The Valley has gained several new clients (International Creditcard Services, KPN Zakelijk, Carpetright, Daikin, AZ Alkmaar) committed to establishing a distinctive customer experience. Leveraging its own CX-Transformation Framework, The Valley assists these clients in developing CX strategies, CX Northstar, CX assessments, and CX design systems.

Philip Kok: "Depending on the level of maturity, we provide our clients with concrete tools and models to ensure an efficient and integrated CX transformation. The key lies in offering clarity and focus to all departments aiming for customer-centric operations."

The Valley expects significant growth in the coming years through the integration of customer experience. Creating an integrated brand and customer experience across all channels is highly challenging, especially when customer service and operations are included in the integration. These aspects are often overlooked, despite their crucial role in shaping the customer experience. Successful CX transformations require strategic commitment from the top to drive "customer centricity" throughout the entire organization. Striking the right balance between short-term gains and long-term transformation is essential. Only then can we pave the way for a true end-to-end customer experience, ensuring sustainable competitive advantage.