Is Your CX Strategy a Winning Strategy?

The 112th edition of the Tour de France kicks off on July 5 in Lille. The riders are in top shape, the jerseys are clean, and the teams are ready. All eyes are on the yellow jersey.

And me? I found my own cycling inspiration this week. Right in the heart of Amsterdam.
No bike in sight. Just a stage and one powerful leader.

I had the pleasure of attending a GRAYSE networking session (thank you, Cas!) at HEMA HQ, where CEO Saskia Egas Reparaz shared her story. And wow, what a story.
Visionary. Warm. Bold. Human. She completely captivated the room.

From falling behind to taking the lead

When Saskia took on her role four years ago, HEMA—the much-loved Dutch brand, now 99 years old—was at a standstill. Too many projects. No clear direction. Progress? Minimal.
Or as she put it: “We were trailing at the back of the pack.”

So what did she do?

➡️ She chose to focus.
She and her team made a "don't-do" list.
Wholesale in Spain? Stop.
Working in English while being a proudly Dutch brand? Stop. Dutch became the main language again.
That clarity created space to move forward.

➡️ They redefined their strategy with purpose.
A more beautiful everyday life.
They reconnected with customers. Refreshed the stores. Reimagined the product lines. And most importantly: revitalized their culture.

Saskia shared one of her favorite examples: the “grow-along” baby onesie. Instead of a onesie your baby outgrows in a month, this one grows with them. Practical. Beautiful. Sustainable.
That’s customer experience aligned with purpose.

➡️ She didn’t wait for perfection. She started riding.
What stuck with me most was Saskia’s mindset.
She didn’t wait for the perfect moment or a flawless strategy.
She said: “Better an imperfect plan executed than a perfect plan left on the shelf.”

Now, four years later, HEMA is back in the race. As Saskia puts it: “We’re in the peloton now, and ready to leap forward.”
Ready to chase that yellow jersey.

And how does she keep her team on their toes?

With one simple, powerful question:

“Is this a winner’s plan?”

So now I’ll ask you the same thing.

Are you ready to shift gears in your CX strategy?
Are you sitting in the peloton, waiting for the perfect moment… or are you ready to lead?

If you want to sharpen your CX vision, inject more energy into your strategy, or simply get back on track—I’m here to help. Whether you need a CX sounding board, a strategic sprint, or a fresh pair of eyes.

Let’s make sure your strategy is a winning plan.

I'm wearing my blue dress and I'm cheering you on—go for that yellow jersey!

Until next time, keep spicing up your Customer Experience leadership.

*****

Nienke Bloem is often referred to as the Customer Experience speaker in the blue dress.

She is a global CX thought leader, educator, and keynote speaker who inspires audiences with best practices and proven methodologies. She runs a speaking practice, a CX game company, and a training business; she lives and breathes Customer Experience and is the author of two books on CX.

Her two-day Customer Experience Masterclass is known as the best program to prepare for the CCXP, and she is the go-to person for CX leaders who want to advance their leadership and achieve immediate results from their Customer Experience transformation programs. Since 2020, she has been hosting a CX Leadership Masterminds program and helping leaders enhance their leadership skills and deliver an engaging CX story, including a solid CX strategy. In addition, she is a modern-day pilgrim and has drawn parallels between her journey and leading customer-centric transformations.

With over 20 years of corporate experience, she speaks the language of business. Her keynote speeches and training programs on customer experience are inspiring and practical. She is one of the few Recognized Training Partners of the CXPA, and her mission is to make customer experience work and help you achieve business results. Subscribe to her weekly CX Greetz to stay up to date.