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 HR professional can apply, without a scientific background.
No academic theory — you work on your own HR 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 HR 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 HR challenge of your choice: onboarding, retention, psychological safety, culture change or sustainable employability. You go home with a concrete intervention you can test the following week.
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For HR professionals who guide change processes. Learn why change stalls and how to get employee and manager 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.
You build a deep understanding of how people actually make decisions and learn how to use AI to apply those insights directly. Worked on a recognisable behaviour challenge, with frameworks you can use the next day.
You work on a real behaviour challenge from your own organisation, deepen your method knowledge and learn how to use AI for faster, sharper behaviour analyses. You finish as a certified expert.
You go home with a working approach, a different view on behaviour and a method that sticks. Two days with Tom and Astrid.
Most interviews produce socially desirable answers. In this day you learn how to break through that and surface the unconscious drivers that truly explain behaviour.
Our flagship method at your own pace, with AI Prompt Guides and lifetime access to the SUE Guru.
Design customer experiences that remove friction and turn satisfied customers into true advocates.
The method behind change programmes that succeed, based on influence rather than pressure.
Coming soon: 8 new trainings in the Online Academy. Behavioural Marketing Foundations, Behavioural Marketing Advanced, Designing AI Adoption, Responsive Leadership, Behavioural HR and more, from Q2 2026. View the Online Academy →
In one day your team gets a grip on how your target group actually decides, using your own challenge as a case.
Two intensive days in which your team learns the complete SUE method and immediately applies it to your own challenge, most popular with teams.
Three months, six half-days: building structural expertise and solving a concrete business case.
Five months for leaders who want to truly move people through influence rather than power.
Larger organisations? We develop multi-year Learning Journeys entirely tailored to your strategy. Book a no-obligation conversation →
The CX professionals among them have one thing in common: afterwards they look at journeys, NPS and customer behaviour differently.
In two days you are introduced to a new way of thinking and new models that make you question a lot of traditional insights. I leave the Academy with so much energy to actively apply the principles and to link them to HR and employer branding.
Gained an enormous amount of knowledge in 2 days, which you also immediately learn to apply in practice. Besides the fact that the training is a huge eye-opener, it is also a lot of fun.
A fun, interactive and easy way to understand complex human behavior and decision making. For everyone who needs to pitch an idea or implement process or policy.
The mix of theory and practice worked well. I liked that you could immediately apply the material in practice. I have no points for improvement. One of the best trainings ever!
At the Academy you learn a lot about behavioral change and how to apply it in a short period of time. The training flew by and was very well put together. Amazing how complicated material comes to life in a fun and interactive course!
The BDA gave me more insights in behaviour that is also seen in the workplace. It taught me to see things differently and made me aware we can make a big impact on behaviour with small things.
Very inspiring trainers with deep knowledge. I want to incorporate behavioural design into our design thinking workshops.
Valuable training where existing knowledge is clearly incorporated into practical frameworks, making behavioral design accessible to everyone.
This is really interesting stuff. I will definitely start using Behavioural Design in my work. Challenging and inspiring.
What I really like about these days is that you constantly connect to your own case, so you can experience this right away. Super valuable!
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 employees, 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. HR 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 employees do what they do, and for designing HR interventions that genuinely work. You work on your own HR case during the training, such as onboarding, retention, culture change or wellbeing, 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. The Deep Dive CX 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 HR 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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