EarlyBridge & dr. Sonja Gensler

This seminar will be leaded by Kathy van de Laar from Early Bridge in cooperation with dr. Sonja Gensler from the University of Groningen. The last one will kick off first with an academic lecture in which she will create the fundaments for the workshop of Consultancy Agency Early Bridge who will continue the seminar.

Content seminar
As was said above, dr. Sonja Gensler will start the seminar with an academic lecture that will turn out to form the fundaments of the account on the side of Early Bridge, with Kathy van de Laar. The workshop of Kathy van de Laar could be described with the following title: It’s not about the best customer experience… five keys to delivering the right customer experience. A short version of her story:

In times when companies are challenged with regaining the trust of their customers and rebuilding customer loyalty, it is crucial that they focus more on their customers and the customer’s needs. Customer centricity is required, but how can companies put their customers at the center of their thinking? How can they structure their important processes to be more customer-focused in each customer contact?

After answering these and other questions, Kathy will use a series of practical examples to show how companies can take practical steps towards being more customer-focused using five keys to effective customer engagement.

Sonja Gensler (1974) is working at the University of Groningen and since August 2007 at the Research Centre of the Vrije Universiteit at Amsterdam. Her research mainly focuses on customer management, value-based marketing, market research and marketing performance measurement. She studied Business and Economy at the Johann Wolfgang Goethe University in Frankfurt/Main (Germany), where she was specialized in marketing, human resource management and general management. She worked at E-Commerce as a researcher and at E-Finance Lab within the ‘Customer Management in a Multi-Channel Management’ group and besides as academic lecturer.

Kathy van de Laar is the founder of Early Bridge BV, a strategy bureau specializing in customer experience, CRM and one-to-one customer contact. She has more than twenty years of experience with driving change in marketing, sales and service organizations in Europe and the United States for companies like AT&T, IBM, Philips and ABN AMRO. Her main focus is on helping companies to create customer-centric strategies and concepts and translate them into practical implementations that get results. Her work has been recognized repeatedly, among other things with the Customer Strategy Award Europe in 2008, coming from the Global Customer Experience Management Organization.