Who else will be in the group?

Deliberately a mixed group: CX professionals, marketers, UX designers, product managers and leaders together. Maximum 16 participants. That mix makes it valuable: you learn not just from the content, but from how people in other sectors deal with similar behavioural challenges.

For whom -> Customer Experience

Behavioural Design for Customer Experience managers

Every customer experience you design is a behaviour design. Whether you call it that or not.

Q: I know nothing about behavioural science. Is this still for me?

Most participants start without any prior knowledge. The training gives you the behavioural science you need, directly linked to your own CX practice. No academic theory - just actionable insights you can apply the very next day in your customer journey work, NPS analysis and experience design.

The best CX teams work with journey maps, NPS data and personas. But they are missing the layer that explains why customers do what they do. Behavioural Design gives you that layer.

Explore the Fundamentals Course -> Does this sound familiar?

10,000+

trained

9.7/10

rating

EQAC

accredited

€1,190

from excl. VAT

CX professionals during the Behavioural Design Fundamentals training at SUE Amsterdam

Recognisable CX challenges

"Our NPS went up, but so did churn. Why?"

The root of the problem

Does this sound familiar?

Click on a situation you recognise.

The journey is mapped, but behaviour does not change

You have optimised every touchpoint, the map is on the wall. But customers still behave differently than intended. Journey maps describe behaviour, they do not explain it.

NPS rises, but retention falls anyway

Customers say they are satisfied when you ask. Yet they choose a competitor next time. Satisfaction in a survey is not the same as loyalty in behaviour.

Self-service works technically, but customers still call

The app is solid, the FAQ is complete. Adoption: low. Customers take the easiest route, and that is not always what you designed as easiest from their brain's perspective.

Customer research delivers insights that never get translated

You know what customers say. But what customers say and what they do are two very different things. The step from insight to intervention is missing.

The competitor scores lower in research, yet wins market share

Customers say your brand is better. Yet they choose differently. Purchasing behaviour is rarely rational. Whoever controls the context wins, not whoever has the highest scores.

Behavioural Design is the missing layer.

There is an explanation for this.

Behavioural Design for Customer Experience is the application of behavioural science to customer experience: from optimising touchpoints to increasing self-service adoption and reducing churn. The method helps you understand why customers do what they do, and how to design the environment so that desired customer behaviour becomes the default.

96% of behaviour is automatic. Most CX interventions address the conscious mind. The Behavioural Design Method teaches you to read the unconscious, and design for it.

Six forces shape every behaviour. Goals, fears, habits, context, barriers and triggers. The Behavioural Design Method teaches you to recognise and use them to influence customer behaviour.

Behaviour is designable. The Behavioural Design Method gives you a step-by-step process to change the customer context, not the message, so that the desired behaviour becomes the natural choice.

What makes you an indispensable CX professional in the AI era?

Understanding, predicting and changing customer behaviour is the one skill AI cannot replace.

The context

AI is changing how CX teams work, from sentiment analysis to automated journeys.

But AI only makes you more effective if you understand how customers really decide. Without that foundation, you use AI to optimise the wrong touchpoints faster. The technology amplifies what you already understand, not what you do not yet see.

Behavioural Design x AI

AI gives you speed. Behavioural Design gives you direction.

The CX professional who understands customer behaviour will get more out of AI tools than the professional who only masters AI. You know which signals matter, which interventions work and why. AI application is built into every SUE training.

See our view on Behavioural Design and AI ->

Why the SUE Behavioural Design Method

Behavioural science made practical for professionals who are not behavioural experts.

Most behavioural science knowledge is locked inside academic papers and consultancy reports. SUE built its own method, the Influence Framework, which translates that knowledge into a practical step-by-step approach that any CX professional can apply, without a scientific background.

No academic theory, you work on your own CX case during training and leave with a worked-out plan

Built on Kahneman, Cialdini and Thaler, scientifically grounded but accessible to practitioners

Proprietary method, the Influence Framework is only taught here, documented in the #1 Management Book bestseller

16 years of experience, from ING to KPN to Centraal Beheer: the method is proven on the biggest CX challenges

Ratings

9.7

★★★★★

4.8

★★★★★

What participants say

“I loved this training because it gave me two practical models to apply in my daily work and determine the best approach. Tom is a fantastic trainer.”“

Marjolein Broekhuisen

CX professional · KPN

Trusted by

+200 more

The reference work

#1 Management Book

The Art of Designing Behaviour

Astrid Groenewegen · Boom Publishers

View ->

What CX professionals say after training

10,000+ professionals have attended a SUE Behavioural Design Training.

The CX professionals among them share one thing: they look at customer behaviour differently afterwards.

Falling in love with the problem instead of your solution means you become so interested in the person suffering from it that you want to understand every detail. A beautiful insight!

Ramona Floris

CX Manager · Centraal Beheer

★★★★★

A method that helps you map needs better from everyday practical examples and make a real difference through small experiments. Should be part of every professional education.

Robin Gerritsen

Director Customer Experience · Tempo Team

★★★★★

A very interesting training. It gave me many tangible and useful concepts to use in my daily work. I was genuinely fascinated by the topics throughout and never bored for a moment.

Irene Schellekens

Customer Experience Expert · DPG Media

★★★★★

The best first step

Understanding behaviour is the skill that changes everything.

The Behavioural Design Fundamentals is the training that teaches you this. In two days, or 33 online lessons, you learn the method that changes how you approach everything afterwards.

Behavioural Design Fundamentals

You learn the full Influence Framework, the JTBD method and all core tools of Behavioural Design. You work on your own CX case and leave with a worked-out intervention plan you apply the next day.

Three ways to learn

Live in Amsterdam, 2 intensive days, max 16 participants

Online self-paced, 33 lessons at your own pace

With your team, in-company, at your location or in Amsterdam

View the Fundamentals -> See start dates

Want to explore which format fits best? Choose the path that suits you ->

After training

What you do differently

No abstract knowledge. Concrete changes in how you approach CX challenges.

You analyse before you design

You use the Influence Framework as the starting point for every CX project: what drives this customer, what holds them back, what context helps?

You design context, not messages

You know how to structure the customer journey so that the desired customer behaviour becomes the easiest choice, not the most communicated one.

You speak the language of behaviour

You share a framework with your team: goals, fears, habits, context, barriers, triggers. CX decisions become more concrete and better grounded.

Frequently asked questions

One more thing

Most participants start without prior knowledge. The training gives you the behavioural science you need, directly linked to your own CX practice. No academic theory - just actionable insights you apply the very next day in your journey work, touchpoint design and customer service.

You learn the SUE Influence Framework: a method to analyse why customers do what they do, and to design CX interventions that actually change behaviour. During training you work on your own CX case and leave with a worked-out intervention you can implement the next day.

Especially for experienced CX professionals, this is the most valuable training. You have the data, the journey maps and the practical experience. The training gives you the scientific framework that explains why some customer journey optimisations work and others do not. Many participants say: I was already doing this partly on intuition, now I finally understand why.

Deliberately a mixed group: CX professionals, marketers, UX designers, product managers and leaders together. Maximum 16 participants. That mix is what makes it valuable: you learn not just from the content, but from how people in other sectors deal with similar behavioural challenges.

Yes. We invoice in the company name and the training is EQAC-accredited, which makes expensing straightforward. Get in touch if you need a quote or additional information for your request.

Start with the Fundamentals. It gives you the complete Behavioural Design framework: the Influence Framework, the JTBD method and all core tools. The Deep Dive 9+ Customer Experience Design builds on this with CX-specific applications. Without the Fundamentals, the Deep Dive lacks its foundation.

Ready to take the next step? View the next start date or ask your question.

View start dates -> Ask a question

10,000+ professionals have gone before you · 9.7/10 rating · EQAC accredited

Customer experience & behavioural science: the most-read articles

Customer Journey

How to optimise the customer journey with behavioural insights

Behavioural Science

Conversion optimisation with Behavioural Design

Customer Research

Customer research that works: what people say versus what they do

View all articles on Customer Experience ->

Astrid Groenewegen

Co-founder, SUE Behavioural Design

Weekly newsletter

1.5 minutes of Influence

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