Steven Van Belleghem: Over 24 Years of Improving Customer Experience

Meet Steven Van Belleghem, a thought leader in customer experience, keynote speaker, bestselling author, and professor. Throughout his 24-year journey, Steven has given more than 1500 presentations in more than 50 countries. He is known for enabling top global companies like Disney, Mastercard, Mercedes, Booking.com, Heineken, and Salesforce to enhance their customer experience.

Tailored Coaching Approach for Diverse Industries and Cultural Backgrounds

Every business is unique, with its specific challenges and dynamics. However, there are universal truths regarding customer needs and expectations—ultimately, you’re working with people. Steven enjoys inspiring leaders by using cross industry examples and showcasing world-class innovations beyond individual sectors. This approach broadens perspectives, encouraging executives to learn from success stories outside their immediate environment. It’s about blending what is universally human with what is specifically business-related.

Guidance for Embedding Empathy and Social Responsibility

Steven offers the strongest yet simple advice: maximize the number of employees who have direct exposure to customer feedback. This firsthand experience allows them to observe and engage with customers in real-world situations, fostering empathy in ways that internal reports or surveys simply cannot replicate. Empathy isn’t just a corporate buzzword—it’s a skill that strengthens with practice. By immersing your team in genuine customer interactions, you nurture a culture where social responsibility and authentic care are not just priorities but second nature.

The Biggest Misconceptions About Customer Experience

One of the most significant misconceptions about customer experience, as Steven points out, is the belief that improving customer experience requires massive investments. This is not true. In reality, many companies that have happy customers achieve that result through 50 to 100 small, intentional changes. It’s not about a single flashy initiative—rather, it’s about consistently implementing improvements that reflect care and understanding. At its core, creating happy customers is more about mindset than money. A commitment to everyday excellence often surpasses even the most expensive systems.

The Notable Technological Advancements

“Without a doubt, it is artificial intelligence,” emphasized Steven. AI is fundamentally changing the landscape of customer relations and service. Imagine a world where every customer has access to 24/7, personalized, patient, and highly effective customer care—it’s no longer science fiction. Furthermore, AI is reshaping how customers make purchasing decisions. “With AI agents, we’re approaching a reality where customers may no longer actively participate in the journey—they’ll trust AI to do it for them. The possibilities are endless, and we’re just getting started,” he asserted.

The Significance of AI in the Customer Experience

One of the most overlooked transformations in recent times is the change in customer buying behavior. Soon, AI platforms will become the primary source of information for consumers. Customers will rely on these platforms to gather insights and make decisions, effectively outsourcing parts of their decision-making. For brands, this shift holds significant implications: you need to ensure that customers specifically seek out your brand. If they do, the AI will recommend your products. However, if they don’t, your brand will be subject to the platform’s algorithms, which could work against you. This represents a fundamental shift that requires a revolution of brand loyalty and visibility.

Evaluating Startups’ Potential to Revolutionize Customer Interactions

AI startups are making significant strides in areas like customer service, data analysis, and staff training. Each of these areas holds immense potential and addresses crucial market needs. Steven seeks out startups that possess not only advantaged technology but also a clear vision for enhancing the human aspects of customer interaction. It’s not solely about automation; it’s about enriching the element that makes customer relationships valuable.

Finding a Balance between Short-term Results and Long-term Customer Relationship Building

In his latest book, ‘A Diamond in the Rough,’ Steven emphasizes the importance of playing the long game. He believes, “Transactional relationships focus on the short term, but loyalty requires a long-term mindset.” Many loyalty programs today encourage specific behaviors but do not foster true loyalty—they’re built around transactions rather than emotional connections. To cultivate real loyalty, you need to infuse positive emotions into every customer interaction. One crucial question for businesses is: are we willing to accept short-term losses to build long-term trust? The answer to that question often determines whether a company is transactional or transformational.

Steven’s Prediction: A Major Shift in Customer Expectations by 2030

The evolution of friction will redefine expectations. Before the mobile revolution, friction was prevalent throughout the customer journey. However, the advantage of mobile apps and major tech platforms significantly reduced that friction. Steven notes, “Now, as we enter the age of AI, we are approaching a world of true frictionless experiences. But here’s the twist: as convenience becomes commonplace, customers may begin craving “positive friction.” Human interactions, with all their quirks and warmth, could become a sought-after feature in a digital-first world. We’ll have the time and the space to rediscover the value of human connection, and that’s where positive friction will thrive.”