Otto Vroegop, senior XM consultant based in Amsterdam

Senior XM consultant · Amsterdam

Twenty years in customer experience. At Kantar and Ipsos I learned how leading companies materialise their brand promise. At Qualtrics I shifted into implementation and strategic consultancy. Now independent, working with CX leaders across EMEA on diagnosis, programme design, and decisions that hold.

Most XM programmes are reporting tools. The good ones drive decisions.

Twenty years building, fixing, and scaling experience programmes. Independent. I work with what you have, or bring solid feedback based on what twenty years has taught me.

Amsterdam XMP / CCCX Ex-Kantar / Ipsos / Qualtrics

Where does your XM programme actually sit?

Five questions across the five things that actually decide whether a programme moves the business or just generates reports. Two minutes. The read you get is yours. If we end up talking, it's where we start.

Question 1 of 5
How I work

Vision, value, execution. In that order.

XM only works when these three line up. The vision: what your brand actually promises customers. The value: how you measure it in numbers leadership cares about. The execution: who acts on signal, when, with what authority. Technology comes last. It enables, it doesn't decide. I work with what your company has approved, or I bring solid feedback based on what twenty years has taught me.

Otto explaining a programme architecture to an audience
Programme design

Build the architecture

Strategy, listening design, governance, the decision layer. The plumbing of an XM programme that actually moves the business. Not one that just generates reports.

Otto listening intently in a group analysis conversation
Analysis

Find the signal

Driver analysis, text analytics, segment work, whatever the platform calls them. The output isn't a 40-page report. It's a ranked list of decisions, and what changes if you make them.

Otto leading a workshop on stage, audience engaged
Workshops & training

Bring the team along

Discovery, alignment, design sessions. Plus hands-on training so your people own the programme when I leave, not just the documentation.

Otto in a one-on-one working session with a colleague
Custom tools

Build small, sharp apps

Sometimes the off-the-shelf tool doesn't fit. When that's true, I'll build a small standalone app specifically for your situation, and train your team to run it. Yours to keep.

The thesis

XM is not about data.
It is about decisions.

Every dashboard you ship is a question. Who acts on this? When? Why? If you don't know, you've built reporting infrastructure, not an XM programme.

Twenty years watching this fail the same way. Programmes start as a survey. Become a dashboard. End as a slide in the quarterly. Nobody owns the outcome. The data sits there.

The programmes that work look different. Each insight has an owner. Each owner has a workflow. Each workflow has a trigger. Action is designed in, not bolted on after.

That's where I work. Not the survey. Not the dashboard. The decision layer.

Otto Vroegop
Who you'd actually be working with

Direct, senior, and built around your team.

Twenty years sat with frontline teams, reported to boards, and worked through programmes that needed fixing and ones that needed building from zero. That experience comes with you into the room from day one.

Direct working style, fast turnaround, honest about what will and won't work. When the engagement ends, your team owns the programme and the capability to run it. That's the point.

Based in Amsterdam Working across EMEA English & Dutch
The arc

From the call centre floor to the boardroom, and back, every week.

The advantage isn't the years. It's the angle: I've built XM at every layer of the stack, from agent to executive sponsor. Patterns I see that consultants who started in research never will.

2023 to now
Independent XM Consultant
Programme design, platform architecture, AI-augmented advisory across hospitality, travel and B2B sectors.
2021 to 2023
CX Strategy Lead, Qualtrics
Benelux management team. Grew the team from 6 to 25.
2017 to 2021
CX Consultancy Lead, Kantar
Transformed the practice from industry-led to domain-led. Four years running CX consulting in NL.
2012 to 2017
Consultancy Lead, Ipsos
VoC programme design across European markets.
2007 to 2012
Head of VoC, Synovate
First proper Voice of Customer build-outs. Where the discipline became muscle memory.
2003 to 2007
The frontline
Agent. Coach. Supervisor. Operations manager. Where I learned what "customer experience" actually feels like at the receiving end.
Recent work

Three programmes. Three different stuck points. One pattern.

Anonymised by request. Numbers are real and defensible. Happy to walk you through the methodology.

Energy · 4 countries · 9 months

Five regional programmes, one architecture.

Fragmented listening across geographies. VoC data in silos, no one owned outcomes. Consolidated into one unified architecture with role-based dashboards and closed-loop workflows routed to the CRM.

+8CSAT pts
−25%Resolution
−15%Effort
Industrial · 12 months · B2B

From transactional NPS to renewal predictor.

Industrial manufacturer wanting CX past the sale. Built a multi-touchpoint programme covering pre-sale through support. API-integrated to their CRM. Executive dashboard tying NPS to renewal risk.

+12Renewal pts
2×Upsell velocity
Luxury e-comm · 6 months · 80K respondents

Stop competing on price. Start competing on signal.

Premium retailer under discount pressure. Built listening across web, post-purchase, mobile and NPS. Behavioural analytics integrated. Driver analysis to find what actually moves loyalty.

+22NPS pts
+35%LTV
Let's talk

30 minutes.
No pitch.
Just clarity.

If your programme is stuck, I can usually tell you why in one conversation. Worst case, you walk away with a sharper view of the problem. Best case, you know exactly what to do next, whether or not you work with me.

Drop me a note, or just call. I pick up.

Email me → Call directly
Email otto@vroegop.nl
Phone +31 6 4573 2604
Based Amsterdam · NL
Writes at Emerce