Pioneering CX in the Pension Industry: Martijn van den Berg’s Blueprint for Success
Welcome to CX Leadership Talks, where we take an in-depth look at the world of customer experience and leadership. In today’s episode, we have a special guest, Martijn van den Berg, who will be sharing his insights on creating meaningful experiences for customers in the financial industry. Martijn leads a CX team at PGB, a leading pension fund in the Netherlands, and has extensive experience integrating customer experience into business strategies.
In this episode
Join us as Martijn discusses PGB’s transformation into a customer-centric organization, his career in the field of business communication, and the importance of internal cultural changes in fostering a customer-centric approach.
Get ready for an engaging and insightful conversation with Martijn van den Berg and host Nienke Bloem as we explore the strategies and principles behind building a customer-centric culture in the financial sector.
About Martijn van den Berg (visit his LinkedIn profile here)
As Lead Customer Experience Management, Martijn is responsible for systematically organizing Pension Fund PGB’s unique and consistent brand and customer experience. The goal is for the fund to distinguish itself in terms of customer focus and to know how to “connect” with its customers. Together with the CX team, Martijn has developed the pension fund’s own CX framework, which consists of four pillars: Strategy & Identity, Market and Customer Insight, Customer Service, and Culture & Organization.
Martijn van den Berg is passionate about customer satisfaction and efficiency. As a Lead Customer Experience Manager, he was inspired by the video “Give ‘em the pickle” by Bob Farrell, about a restaurant manager who opened his second restaurant. In the video, a customer complained about being charged an extra 75¢ for a pickle, which had always been free. This resonated with Martijn, reminding him of the importance of maintaining consistent and fair pricing for customers. This experience helped shape his approach to managing PGB’s customer experience, prioritizing clear communication and fair pricing for his customers.
Want to grow as a CX Leader? Contact Nienke Bloem through her website www.nienkebloem.com. She is a CX expert and can provide you with the guidance and support you need to succeed in CX leadership.
Timestamped Overview
00:00 Making pension products more attractive to customers.
03:38 An exciting meeting to discuss pension strategy.
8:20 a.m. Building a Successful Customer Experience Team.
12:39 Feedback, communication training, strategy implementation, and types of organizations.
2:09 p.m. Understanding strengths, achieving results, and working with enthusiasm.
5:27 p.m. Pension funds must regain trust through customer experience.
10:54 p.m. An improved onboarding process led to better ratings.
24:11 Pension funds—critical to the growth of B2B companies.
30:05 Measurement changed; aiming for 3 stars. Signal management.
32:16 Seek outside perspectives to improve and make progress.
36:44 A woman left the supermarket with an almost empty bag.
41:16 Facebook's strategy emphasizes cultural elements and consistency.
42:03 Building engagement through smart, consistent progress on work.
45:23 3E model, great approach, advice for listeners.
Martijn's Recommendations
- Give 'em the pickle by Bob Farrell
- A Diamond in the Rough: Over 100 Specific Tips for Building a Strong Customer Culture by Steven Van Belleghem
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