- 25 08 2025
- in
- by Monique van Geest
About CX Digital
CX Digital has one clear goal: to help organizations take a radically different approach to customer service. According to them, customer service can be much more than it is today for many organizations. With their approach, they helped major brands such as EasyToys, Levi's, Michael Kors and FC Barcelona increase customer satisfaction, improve first contact resolution and reduce average handling time.
In this interview, we speak with Rob van den Boogaard and Tim Hendriks of CX Digital. We discuss their views on customer service, how a thoughtful content structure leads to better customer experiences and why collecting and analyzing customer feedback is so important. A conversation full of valuable insights that any organization can use to take their customer service to the next level.
"You help companies improve their customer service. What is the biggest challenge you guys see?"
Rob van den Boogaard: "The biggest challenge is that companies often neglect how their service content is organized and maintained. We see companies getting stuck because there is no proper structure in place for their customer questions and answers. They keep reinventing the wheel, when in fact 90 to 95 percent of the questions fall within the same categories.
If you don't have a good content structure, you keep falling behind. Agents have to search too long for answers, customers receive inconsistent information and first contact resolution remains low. That's what we often find when we come in somewhere."
"You have a clear vision of how customer service should be set up. What is at the core of that?"
Rob: “We look at customer service like a house. First, you build the foundation by organizing your information. Then you design your service system in a smart way. After that, you can start reporting and analyzing. And you keep asking yourself: for which questions aren’t our answers good enough yet? That’s how your service keeps improving step by step.”
"You have developed a specific structure for categorizing customer questions. How does that work?"
Tim Hendriks: "We noticed that the questions companies mostly receive are from the same categories. We developed a standard structure for that, and we call that our C1-C2 structure. It's basically a matrix in which we categorize customer questions at main level (C1) and sublevel (C2). The main categories concern, for example, orders, payments, products, warranty or website problems. Under these, there are subcategories.
It is important that this categorization permeates all channels. For example, in your help center, via the chatbot, macros and FAQs. By creating consistency, you do not only make it easier for your customers, but also for your own team."
Rob: "In projects where we implement our content structure, we often see that the average handling time per ticket drops by about a minute. If you have a thousand tickets a day, that saves almost 2.5 FTEs. In addition, the first-contact resolution rate also improves, meaning more questions are answered right the first time."
"So the help center content plays a central role in your approach?"
Rob: "That's right. That's why we always recommend pulling that content separate from the commercial website. A commercial website is often updated or replaced every 2-3 years. If you then also have to include all service pages, it becomes a copy-paste story. Before you know it, your fax number is still at the bottom of a page without anyone noticing. Moreover, you want the service department itself to be able to easily make changes to the content. They have 'skin in the game' and are therefore the appropriate people to keep the content up-to-date."
"How important is collecting customer feedback within your approach?"
Tim: "Customer feedback is essential to improve your service. Without that feedback, you don't know where you stand and whether your improvements are having an effect. Many organizations work with Zendesk for their customer service. We find the possibilities to retrieve feedback too limited in that. That's why we work together with Insocial. This makes a lot more possible in terms of feedback and reporting."
Rob: "It's important, though, that you don't just stick to measuring and analyzing. Then you also have to act. Just a nice report won't get you anywhere."
"You recently helped EQOM, the group that EasyToys falls under, to optimize their feedback process. What did they want to improve?"
Rob: " EQOM includes multiple brands and they operate in multiple countries. They were already collecting customer feedback, but it was very fragmented. They were using multiple tools and not every brand was doing the same measurements. They wanted to find a way to collect feedback in a consistent way.
In addition, they wanted different departments to better share their insights with each other. For example, service department insights are also very valuable for marketing and product development.
One of their key measurements is the check-out survey. There were some problems with that, too. That survey contained almost forty questions, some of which were really very personal. These questions were mixed up, so people often dropped out before they had answered all the questions. As a result, valuable feedback was lost."
"What were the main improvements you implemented?"
Tim: "We centralized all feedback processes in the Insocial platform. As a result, they can now collect and analyze all feedback in one place. We also made the check-out survey smarter. Customers can now answer general questions first and then choose whether they want to fill in any more personal questions. If they say 'no', then at least we already have the answers to the general questions.
We also now use the insights from Insocial to connect departments with each other. Where feedback previously stuck within departments, now marketing and e-commerce, for example, can also benefit from insights from customer service."
"You guys love implementing Insocial with your clients. Why are you so satisfied with this platform?"
Rob: "A big advantage of Insocial is that it brings all feedback streams into one platform. You have customer service feedback, NPS surveys and check-out surveys all in the same place. It also provides AI support for translating open-ended questions, which was a big improvement at EQOM. Before, they were working with all kinds of workarounds and tools to translate feedback, but now everything is automatically translated into English as the reporting language.
Another major benefit is the pricing model. EQOM previously worked with SurveyMonkey, where they paid per survey sent out. With 50,000 surveys a month, that became quite costly. With Insocial, they pay a fixed amount per month, regardless of volume.
Furthermore, the dashboards in Insocial are very nice. No more manual reports need to be created. The narrowcasting functionality, which allows you to show on screens what customers think of you, is also a nice addition. This creates transparency and awareness throughout the organization."
Tim: "We are also happy with Insocial's guidance. For example, they organized sessions with us for the customer service agents to explain what they see in the data and how they can use it in conversations with other departments. The Insocial team takes the time to understand what an organization needs and tailors the implementation accordingly."
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