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. You learn the science behind the choice, so what you design actually changes customer behaviour.
10,000+ professionals trained, including people from
Journey maps, NPS scores, customer interviews. Again and again: the data is clear but customer behaviour does not change. The question is not whether you recognise this. The question is how you break through it.
The process is documented, the touchpoints are identified, the ownership is clear. Still, customers behave differently than the map predicts.
Customers say they are satisfied. They still leave. Satisfaction and loyalty are different constructs, driven by different forces.
The FAQ is complete. The chatbot is functional. Customers still prefer the phone. Usability is not the same as behaviour change.
The report is thorough. The recommendations are clear. In practice, everything stays the same. Research that does not design for behaviour is not research that changes behaviour.
You have the better product, the higher NPS, the stronger positioning. The competitor grows faster. Something in the decision environment is working against you.
Acquisition works. Activation does not. Customers sign up, take one look, and disappear. The onboarding journey is failing a behaviour test you never designed for.
Price is the weakest form of loyalty. The strongest form is context: the moment where switching feels like more effort than staying.
The complaint was handled correctly. The customer is still not coming back. Solving the problem is not the same as repairing the emotional context.
The data is there. The targeting is sophisticated. The customer still feels like a number. Relevance is not the same as personalisation.
Most behavioural science knowledge is locked in academic papers and consultancy reports. SUE built its own method, the Influence Framework, which translates that knowledge into a practical step-by-step process any CX professional can apply, without a scientific background.
No academic theory — you work on your own CX case during the training and go home with a fully worked-out plan
Built on Kahneman, Cialdini and Thaler, scientifically grounded but accessible for practitioners
Our own method, the Influence Framework is not taught anywhere else, described in the #1 management bestseller
16 years of experience, from ING to Heineken to the Dutch Government: the method has been proven on the biggest customer experience challenges in the Netherlands
Individually, with your whole team, or as self-study. Three formats in which you learn how to design behaviour in onboarding, retention, culture change and sustainable employability. Choose the format that fits your role, schedule and organisation.
The ideal choice if you want to acquire the skill yourself. You build a deep understanding of how people make decisions and learn how to apply those insights the next day in recruitment, retention or culture.
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Work as a team for one day on one CX challenge of your choice: onboarding, retention, loyalty, service recovery or a 9+ experience. You go home with a concrete intervention you can test the following week.
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For customer experience professionals who guide change processes. Learn why change stalls and how to get customer and colleague behaviour on board, using proven behavioural science techniques.
View online trainingIn addition to the three featured trainings above, we have a broader range. Choose below the format that suits you. Every path leads to the same goal: designing customer behaviour that works across onboarding, retention, self-service and loyalty.
The CX professionals among them have one thing in common: afterwards they look at journeys, NPS and customer behaviour differently.
It is a very helpful course to understand people better and to help design solutions for wicked problems they experience. I can’t wait to start influencing behaviour in a positive way!
Good for anyone working with customers and where choices play an important role in the processes!
We now have a practical tool to link technical changes to behaviour, so that the improvements are actually changed in people's minds.
Inspiring examples and tools to immediately get started with Behavioral design. Do you want to get better at influencing behaviour? Do this training. I am a fan!
It gave me many tangible and useful concepts to use in my daily work.
I walked away with a bunch of ideas in my head that I'd like to follow up after today.
This course will help you understand people's attitudes and behaviour and how you can get behind the wheel to control them. Loved it!
I really liked this training because it gave me two useful models to apply in practice and know the best course of action.
Two fascinating days where theory and practice go hand in hand. I have a very clear insight into behavioural design, which I can immediately apply in my own work.
It was very interesting to dissect the behaviour and to look at it from a rational point of view. Really an eye-opener.
Not abstract knowledge. Concrete changes in how you approach journey design, onboarding and retention.
You use the Influence Framework as your starting point: what drives these customers, what's holding them back, what context helps?
You shape the work environment so that the desired behaviour becomes the easiest choice, not just the most communicated one.
You share a common framework with your team: goals, anxieties, habits, context, friction, triggers. CX decisions become more concrete and better grounded.
Most participants start without any prior knowledge. The training teaches you the behavioural science you need, linked directly to your own CX practice. No academic theory for its own sake, just actionable insights you can apply the very next day in your journey design, onboarding or retention work.
You learn the SUE Influence Framework: a method for analysing why customers do what they do, and for designing experiences that genuinely change behaviour. You work on your own CX case during the training, such as a 9+ experience, loyalty, churn or effort reduction, and go home with a fully worked-out strategy you can apply the next day.
The training is most valuable for experienced CX professionals. You've got the practical experience. The training gives you the scientific framework that backs up your intuition and sharpens your approach. Many participants say afterwards: I was already doing parts of this, but now I understand why some journeys work and others don't.
A deliberately mixed group: HR professionals, marketers, communication advisers, policymakers and leaders all together. Maximum 16 participants. That mix is what makes it valuable, because you learn not only from the content but also 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 reimbursement easier. Get in touch if you need a quote or additional information for your request.
Start with the Fundamentals. That gives you the complete Behavioural Design framework: the Influence Framework, the JTBD method and all core tools. A Deep Dive builds on that with customer experience-specific applications. Without the Fundamentals, the Deep Dive lacks its foundation.
The Fundamentals course is the broad foundational training: 2 days live (or 33 online lessons) in which you learn the complete Behavioural Design framework. After that, you can apply it to any CX challenge. A Deep Dive training lasts 1 day and goes deep on one specific topic, such as onboarding, retention or service design. If you do both, the Fundamentals course is always the first step.
Yes. The Behavioural Design training is EQAC-certified, which makes reimbursement from employers easier. We invoice in the company name and provide a quote on request. The course is given in Amsterdam and online. Get in touch for personal advice on which training best fits your situation.
Ready to take the step? View the next start date or ask your question.
10.000+ professionals have gone before you · 9.3/10 rating · EQAC accredited
Behavioural Design for customer experience professionals is the application of behavioural science to customer journeys, onboarding, retention, service design and loyalty. The method helps you understand why customers do what they do at every touchpoint, and how to design the experience so that the desired behaviour becomes the natural choice.
Book a no-obligation discovery call. Marjan will connect you with the right SUE specialist who can give you targeted advice based on experience with customer experience challenges.
Choose a moment that suits you.
Every week I notice something: a hospital sign, a supermarket shelf, a phrase in a meeting. Always something that shows exactly how context drives behaviour. I write it down. Every Thursday morning it lands in your inbox. In 90 seconds.
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