CX Transformation Company

CX Transformation Company is a dynamic consultancy specializing in customer experience transformation through expert consultancy, change management, coaching, and tailored training programs. With its headquarters in Utrecht, Netherlands and an international office in Dubai, the company seamlessly serves clients across Europe and the Middle East.
Our signature offering, the NeuroCX Masterclass (Brain-Based Customer Transformation), is a pioneering training product designed to leverage neuroscienc

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www.cxtransformation.com

Empowering Customer-Centric Change

The company originated from a candid dialogue between Ruud Verduin and Edwin Best, two seasoned customer experience leaders. They observed that, amid the rise of AI and digital innovation, most organizations struggled not just with tools or strategies, but primarily with managing real change. Recognizing that successful transformation demands a holistic approach, Ruud and Edwin launched CX Transformation Company to become a strategic partner in guiding organizations through every step of the transformation journey.

In today’s climate, companies find it difficult to move from CX ambition to action. As technology evolves, persistent barriers like change resistance, lack of alignment, and insufficient expertise often stall progress. CX Transformation Company addresses this need for managed transformation, offering comprehensive support to overcome resistance, instill customer-centric mindsets, and drive lasting change—not just through training, but through end-to-end consultancy, coaching, and change management.

CX Transformation Company offers a comprehensive suite of services designed to enable lasting customer experience transformation through science, strategy, and human-centered change.
Offerings:
• Consultancy: We guide organizations through all phases of customer experience transformation, helping to align strategy, culture, and operations for deep, sustainable impact.
• Change Management: Our experts manage the strategic and cultural change necessary to implement customer-centric initiatives successfully, addressing resistance and driving behavioral shifts.
• Coaching: We develop leaders and teams to embed transformation into daily practice, building internal capabilities to sustain long-term CX excellence.
• Training: Our flagship training product, the NeuroCX Masterclass (Brain-Based Customer Transformation), leverages neuroscience principles to empower organizations in driving effective and lasting customer experience change. Additional training modules and workshops are in development to expand our learning portfolio.
• Flexible Network Delivery: We mobilize a network of freelance CX, change management, neuroscience, and coaching professionals, allowing for tailored, scalable project teams that meet diverse client needs across Europe and the Middle East.

• Consultancy: Guiding companies through all phases of CX transformation.
• Change Management: Managing strategic and cultural change, ensuring CX strategies are implemented.
• Coaching: Developing leaders and teams to embed transformation into daily practice.
• Training: Flagship offering is the NeuroCX Masterclass, with new modules in development.
• Scalable Network: Leveraging a network of freelance experts for tailored project teams.

We envision a business world where customer-centric transformation is not a project but a natural way of working—where organizations adapt with agility, embrace change with confidence, and design experiences that deeply resonate with human needs. By combining insights, strategy, and change know-how, we aim to redefine how companies think about and deliver customer experience—turning transformation into a sustainable, self-reinforcing capability.

To realize this vision, CX Transformation Company will:
• Build a comprehensive portfolio of transformation solutions that go beyond training to encompass consultancy, change management, and coaching.
• Expand our thought leadership and industry influence to become a recognized voice in brain-based CX transformation.
• Grow and nurture our network of freelance experts to provide agile, tailored support across diverse industries and geographies.
• Develop and deliver digital transformation platforms and tools to extend our reach and impact.
• Foster deep, long-term partnerships with clients to guide them through holistic, end-to-end transformation journeys that embed customer-centricity into their culture and operations.
This roadmap ensures we not only pursue ambitious goals but also have a clear path to create meaningful, lasting change for our clients.

Led by co-founders Ruud Verduin and Edwin Best, CX Transformation Company mobilizes a diverse network of freelance CX, change, and neuroscience professionals. The team structure allows for rapid scaling and expert delivery across varying industries, supporting complex transformation projects wherever clients need us.