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.
Read more about me →How I think
Most problems that look like execution problems are actually understanding problems. Before reaching for a solution, I want to know what the real question is — what customers are actually trying to do, where the experience breaks down, and what it costs the business when it does.
I'm rooted in Jobs To Be Done thinking. That means starting with the person, not the product. It means being willing to reframe the problem before committing to an answer. And it means aligning what a business offers with what its customers genuinely value.
Thinking before doing. Clarity before solutions.
Areas of expertise
A cross-disciplinary practice built over 15 years of client work and research.
Customer Research & Insights
Understanding what customers actually need — not just what they say they want.
Customer Journey Mapping
Seeing the full experience as your customer lives it, from first awareness to long-term loyalty.
Service Design
Aligning what happens behind the scenes with what customers feel in front of it.
Pricing Research & Strategy
Connecting perceived value to price — so the right customers say yes for the right reasons.
Feature Discovery & Testing
Building what matters. Cutting what doesn't. Asking before assuming.
Speculative Design
Exploring what's next — not just improving what exists.
Problems I work on
The business challenges that shape my practice — framed as the questions organisations bring to the table.
How can a platform model such as Uber and Airbnb contribute to a bank's business model?
How can we help customers determine which phone plan is right for them?
How can we elevate an airline passenger's digital experience at the lounge?
How can we help a stranded car driver get their vehicle back on the road as soon as possible?
How can we improve the vehicle servicing experience for our customers?
How can we allow students to explore a university campus from their homes?
How can we convey a customer's total financial worth in a meaningful way?
How can we create a truly differentiated experience for our customers?
Industries I've worked in
My practice spans corporates, agencies, independent businesses, and startups — across five countries. The work looks different in each context, but the underlying challenge is the same: closing the gap between what an organisation thinks its customers experience and what they actually feel.
Belgium · Netherlands · Luxembourg · Germany · Australia
- Financial services
- Aviation & travel
- Consumer electronics
- Telecoms
- Healthcare
- Gaming
- Higher education
- Public sector
Organisations I've worked with
Featured in
Writing
I share my thinking through writing. A selection of published articles below.
Let's talk
I'm always open to a conversation about CX, research, or what good customer experience strategy actually looks like in practice. No pitch. Just a conversation.