Tilburg University - Personal & Trust




Room 2


Meaningful Stage Personal & Trust

About this speaker

Pierre-Nicolas Schwab will introduce this guest speaker tackling the building blocks Personal & Trust of the Meaningful Marketing Framework.

The Meaningful Marketing Framework has been developed by BAM as a holistic manifesto and a prototype for companies to evaluate themselves. These tools should allow organisations to look at their current positioning and, with the marketer as a guide, to map out a route based on the values and trends of tomorrow. Click here for more info. 

  • Personal: the use of data and technology to deliver a better experience
  • Trust: respect for the client and the brand (authenticity)


The 6 Dimensions of Customer Experience and How to Measure Them


Providing superior experiences (CX) for customers has become a vital strategic priority for companies – yet companies often lack a measure that quantifies their customers experiences, particular in omni-channel environments. This talk will provide recent answers to the questions: (1) What are customer experiences?, (2) How can companies measure them?, and (3) How can companies use this CX measure to guide their marketing strategy? The talk will particular discuss the 6 dimensions of CX and will propose a novel scale to measure each CX dimension with an easy-to-implement icon.


Jan is Assistant Professor in Marketing at the Tilburg University. He is an expert on customer experience (CX) management and digital experimentation. In his current research projects, he helps companies to measure and manage CX as well as to develop optimal experimentation strategies. Jan has conducted several consulting and research projects with companies from the automotive, banking, and consumer electronics industries in Europe, in Asia, and in the US. Prior to joining Tilburg University, Jan worked at Aalto University in Finland and as a consultant in Germany.

Discover our new format on 5 & 6 December!