{"id":30485,"date":"2025-10-31T08:11:08","date_gmt":"2025-10-31T07:11:08","guid":{"rendered":"https:\/\/pegamento.nl\/niet-gecategoriseerd\/customer-experience-is-not-a-project-but-a-mindset-in-conversation-with-thirza-schaap-of-cx-unraveled\/"},"modified":"2026-06-04T09:51:37","modified_gmt":"2026-06-04T07:51:37","slug":"customer-experience-is-not-a-project-but-a-mindset-in-conversation-with-thirza-schaap-of-cx-unraveled","status":"publish","type":"post","link":"https:\/\/pegamento.nl\/en\/pegamento\/customer-experience-is-not-a-project-but-a-mindset-in-conversation-with-thirza-schaap-of-cx-unraveled\/","title":{"rendered":"Customer experience is not a project, but a mindset. In conversation with Thirza Schaap of CX Unraveled"},"content":{"rendered":"\n

When you speak to Thirza Schaap, one thing immediately stands out: for her, customer experience is not just a field, but a way of looking at the world. A way of working, thinking and organizing. In our latest episode of The Pegamento Podcast<\/a><\/em> she talks candidly about what good customer experience requires and why it is not yet self-evident in many organizations. <\/p>\n\n

Thirza is co-founder of CX Unraveled<\/a>, an agency that helps organizations truly understand and structurally improve customer experience. Last year she was named #1 CX Professional worldwide, but despite that title, her tone remains down-to-earth, warm and human. <\/p>\n\n

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“Customer experience is actually very simple: it’s what a customer experiences versus what they expect.”<\/em><\/p>\n<\/blockquote>\n\n

That simplicity is exactly where it often goes wrong.<\/p>\n\n

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How CX Unraveled began: from KLM to international impact<\/strong><\/h3>\n\n

The foundation of her passion was laid at KLM, where Thirza, together with her associate Peter, was responsible for setting up the Customer Experience department. There they saw up close how big the difference is between how a company thinks a customer journey is and how a customer actually experiences it. <\/p>\n\n

It was also where they discovered how important human connection is, even in large organizations with global processes.<\/p>\n\n

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“As a customer, you often have to deal with different departments, systems and employees. As a company, you don’t always see that. You do your best within your piece. But the customer experiences it as one whole.”<\/p>\n<\/blockquote>\n\n

The realization that there is SO much room for improvement prompted CX Unraveled.<\/p>\n\n

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Where it goes wrong: when the customer is primarily a process<\/strong><\/h3>\n\n

During the talk, Thirza gives an example that many will recognize.A friend calls her phone provider because her bill is double. She gets neither a clear explanation nor a solution. When she indicates that she is otherwise considering switching, she is told: <\/p>\n\n

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“That’s OK, we’re not here to keep customers.”<\/em><\/p>\n<\/blockquote>\n\n

It’s the kind of sentence you don’t easily forget.Not because of the content, but because of the underlying culture.<\/p>\n\n

Is this unwillingness? Poor policy? Or an employee who lacks the space and confidence to do what is needed? <\/p>\n\n

Probably the latter.<\/p>\n\n

And that is exactly where Thirza believes the key lies: customer experience can only improve if employees are given the space to act humanely. That starts with trust. And with listening. <\/p>\n\n

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And where things do go well? Crisp and the power of simplicity <\/strong><\/h3>\n\n

On the other hand, Thirza cites Crisp as an example of an organization where the customer journey is right. Why? <\/p>\n\n