About me
I help businesses understand their customers well enough to make better decisions.
I'm Glenn Veugen — a Customer Experience strategist with 15 years of practice across some of Europe's and Australia's most interesting organisations.
My work sits at the point where customer understanding meets business strategy. I'm not interested in CX as decoration — journey maps that live in a drawer, research that confirms what everyone already believed. I care about the kind of insight that changes how a business thinks and what it decides to do next.
How I got here
I started out in design and development — building things, making them work, shipping them. Then I ended up in a usability lab for the first time, watching real people try to use products that their creators were convinced were obvious.
That experience reoriented everything. The question stopped being can we build this? and became should we, and for whom?
That shift — from making to understanding — is what led me into Customer Experience research and strategy. I've been asking the underlying questions ever since.
Background
Over 15 years I've worked across financial services, aviation, consumer electronics, telecoms, healthcare, gaming, and the public sector. My clients have included global brands and challenger businesses — organisations at different stages, with different problems, but consistently facing the same core challenge: a gap between what they think their customers experience and what those customers actually feel.
I've worked across Belgium, the Netherlands, Luxembourg, Germany, and Australia — which has given me a particular appreciation for how culture shapes customer expectations, and how universal some frustrations turn out to be.
My approach is grounded in Jobs To Be Done thinking. I believe the most valuable thing you can do before designing anything is understand what someone is actually trying to accomplish — and what's getting in the way.
Right now
I'm currently working at IAG as a Strategic Service Designer, focused on improving the experiences that matter most to customers across one of Australia's largest insurance groups.
Outside of that, I run CX Foundry — a thought leadership project on CX as a business performance driver. And I'm always open to a conversation about CX, research methodology, or what good customer experience strategy actually looks like in practice.
Interested in what you see?
I'm not actively soliciting new work right now, but I'm always happy to connect with people who care about getting CX right.