About me
I'm Glenn Veugen, a Customer Experience strategist. Belgian by origin, Australian by adoption.
Most organisations can describe their customer problem. Fewer have diagnosed it correctly. I care about the difference — the kind of insight that changes how a business thinks, not just what it does next.
Read more about me →How I think
Every engagement starts with the same question: what does your customer really want — not what they say, but what they mean? Most organisations already have an answer ready. The work is convincing them to question it.
I start with the customer, not the solution. That means asking uncomfortable questions before drawing conclusions, and being willing to reframe the problem entirely when the evidence points somewhere unexpected. A well-defined problem is most of the answer.
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.
"Most problems that look like execution problems are actually understanding problems."
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.