Deep Dive · Designing the 9+ Customer Experience

Customers don’t decide logically — they decide psychologically

Mapping customer journeys, optimising touchpoints, tracking NPS. And yet customer behaviour doesn’t change. That’s because most CX approaches reason from logic, while customers decide from emotion. In this training you’ll learn which psychological forces make or break customer experiences, and how to design CX that genuinely moves customers to action.

Suitable for

CX Managers Customer Journey Experts UX Designers Marketers Product Managers Directors & CMOs
View the in-company training View the online training

9.7/10 Springest  ·  10,000+ professionals trained  ·  EQAC accredited

Participants in the 9+ Customer Experience training by SUE Behavioural Design
Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Sony eBay Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Sony eBay
Who is this for?

This training is designed for

Customer Experience Managers who measure everything, yet see barely any change in customer behaviour — and know something is missing from their approach.
Product Owners & Account Managers who find customers use their product differently than expected, no matter how good the UX is.
CX Professionals whose scores are rising but whose customer experience lags behind — and who know the numbers don’t tell the whole story.
Marketing Leaders who notice customer loyalty evaporates the moment a campaign ends — and are looking for what actually sticks.
Service Managers whose team follows every procedure, yet customers never truly become enthusiastic.
Business Owners who are losing customers to cheaper competitors, while knowing they deliver more value.
What you’ll be able to do

This is what changes after the training

Your CX decisions are no longer based on assumptions Your observations, your context, your understanding of customer psychology — all factored in. That’s the difference between asking customers what they want and understanding what they actually do.
You stop optimising for scores and start designing for behaviour You know which moment in the customer journey is most decisive for behaviour. That’s where you focus. Not a little bit everywhere — but at the moment when something real is at stake.
You stop thinking: customers simply don’t give enough feedback You now see what’s really going on with that customer who drops off just before purchase — and you know what you can do, rather than sending yet another survey.
You understand why customer initiatives make an impression but don’t change behaviour It clicks: it’s not the feature, not the design. It’s the four psychological forces that drive customer decisions — and that most CX teams completely ignore.
You design experiences that stay with customers and that they spontaneously share with others You understand how the brain stores memories — so you deliberately create the moments customers take with them and talk about.
You use AI to spot patterns in customer behaviour you’d otherwise miss Not AI as a buzzword. But as an instrument that helps you see more quickly where customers drop off, hesitate or make unexpected choices — so you design on behaviour, not assumptions.

Behavioural Design × AI: The combination that truly transforms customer experience

CX design keeps investing in touchpoints. But without insight into how customers actually make decisions, customer behaviour never really changes. When you understand what drives behaviour, you design better journeys, choose the right interventions, and create customer experiences that last. This is precisely the combination you learn in this course. The difference is never in the features. It’s in the people.

SUE trainer leading a CX Design training
Step 1
You bridge the gap between what customers say and what they do AI analyses behavioural patterns at scale. Behavioural design tells you why. Together they finally answer the question every CX professional knows.
Step 2
You find the moments that make or break behaviour, faster than ever AI signals where customers drop off or hesitate. Behavioural design helps you understand what is happening psychologically — so you invest in the moments that truly matter.
Step 3
You design CX that aligns with how the brain actually works No more assumptions. You combine AI insights with behavioural psychology to design experiences that automatically guide customers in the right direction.
Step 4
You build CX that improves itself AI continuously measures whether your interventions are affecting customer behaviour. Behavioural design gives you the criteria to determine what success truly means. That’s how CX improves sustainably.
Behavioural Science Behavioural Science
+
Customer Insight Customer Insight
=
9+ customer experiences 9+ Customer Experiences
How do you want to learn?

Two ways to follow the Deep Dive

Online at your own pace, or as an intensive one-day team training in which you directly apply the behavioural science framework to your own customer experience challenge.

In-Company Team Training

We want to truly understand what drives our customers — not work from assumptions but from insight that explains behaviour.

Everyone on the team learns in one day the psychology behind customer behaviour, how to identify the moments where customer experience is most influenceable, and how to design behavioural interventions that change customer experiences. Not as a spectator, but as someone who will do it themselves. You leave with a shared understanding of what truly drives customers and concrete interventions ready to deploy the very next day.

Work on your own CX challenge 1 intensive day 8–16 participants Certificate for all participants Incl. toolbox & frameworks
€7,990 excl. VAT per group
Schedule a discovery call View the programme

No-obligation conversation  ·  Response within 1 working day  ·  Limited availability per quarter

Team working during the in-company CX Design training by SUE Behavioural Design
Immediate access upon enrolment

I want to truly understand why customers do what they do — no more working from assumptions but from behavioural insight I can apply immediately.

Nine lessons that give you the behavioural science framework that most CX courses skip: how customers truly make decisions, which moments really make the difference and how to design interventions that sustainably change customer behaviour. Built on research, directly applicable to your customers and your work.

Start immediately 9 lessons Toolbox downloads Lifetime access Certificate upon completion Personal feedback
€690 excl. VAT p.p.
Enrol now View the programme

30-day satisfaction guarantee  ·  Not satisfied? We’ll make it right.

Online CX Design training by SUE Behavioural Design
🇬🇧
Language English
Subtitles 🇬🇧 EN   🇳🇱 NL   🇩🇪 DE   🇸🇪 SE   🇫🇮 FI
Feedback Dutch & English
Google 4.8/5 Bloomville 5 stars Springest 9.7 EQAC accredited
The programme

What will you learn?

Both routes are built on the same behavioural science framework, but offered in the format that suits your situation. Click below to see the programme for the route you want to follow.

10,000+ Professionals trained
45+ Countries
9.7/10 Average rating
15 years Experience

Note: the curricula overlap in themes, but are not identical. The online training builds knowledge step by step across 12 lessons spread over 4 modules. The team training is an intensive day in which the same behavioural science framework is applied directly to your own customer experience challenge. Both paths lead to the same outcome, via a different route.

12 video lessons spread across 4 modules. You build the behavioural science framework step by step — the one most CX courses skip.

Module 1  ·  The psychology of customer experience

Lesson 1

The hidden psychology behind exceptional customer experiences

How insight into human psychology gives you control over customer satisfaction.

Lesson 2

Why most CX efforts fail

The blind spots that sabotage even well-intentioned CX strategies.

Lesson 3

Understanding what customers truly want

Beyond demographics: understanding the psychology behind customer decisions.

Module 2  ·  The forces behind customer behaviour

Lesson 4

The forces that determine choice and behaviour

The most important step: understanding which psychological forces influence customer behaviour.

Lesson 5

Identifying the Moments that Matter

How to recognise the 20% of interactions that determine 80% of customer satisfaction.

Lesson 6

Designing for psychological value creation

Why perceived value matters more than actual value, and how to use that to your advantage.

Module 3  ·  Designing customer experiences

Lesson 7

The science of first impressions and peak experiences

The psychological windows that make or break customer loyalty.

Lesson 8

Eliminating customer anxiety and friction

The invisible barriers that turn simple interactions into stressful experiences.

Lesson 9

Helping customers across the four critical behavioural thresholds

Understanding the mental obstacles that block good intentions.

Module 4  ·  From insight to intervention

Lesson 10

Creating interventions that change behaviour

Using behavioural science to design experiences that change how people think and act.

Lesson 11

Quickly discovering what works (or doesn’t)

The rapid experimentation method that reveals customer truth faster.

Lesson 12

Bringing it all together and earning your certificate

Time to upgrade your CV with your newly acquired superpower: influence.

12 lessons · toolbox downloads · lifetime access · certificate · €690 excl. VAT

Enrol now

To improve customer experience, you first need to understand precisely what truly drives customers — not as an assumption, but as a behavioural analysis. Your own CX challenge is the through-line of the day.

Diagnosis session during the 9+ Customer Experience team training
Part 1 — morning

Diagnosis

In the morning you learn to see precisely why customers do what they do — even when their behaviour defies all expectations. Not as an assumption, but as a behavioural analysis of your own customer journeys.

  • 01You understand how customers truly make decisions, beyond rational arguments and what they say in surveys
  • 02The four pitfalls that keep landing CX teams in the same problems again and again
  • 03You map the real job your customer is hiring you for using Jobs-to-be-Done
  • 04What customers truly protect in their choices — and why that weighs more heavily than all the benefits you communicate
  • 05You map the precise forces that hold back or drive customer behaviour in your journey
You work throughout the morning on a real CX case from your own organisation
Part 2 — afternoon

Intervention

Insight without action changes nothing. In the afternoon the team translates the diagnosis into CX interventions that can be deployed the very next day.

  • 01You identify the Moments that Matter: the moments in the journey where customer behaviour is most influenceable
  • 02You design a peak experience: one moment that truly stays with customers and that they spontaneously share
  • 03You establish which first intervention is realistic for your team — tomorrow, not six months from now
  • 04How to tell the difference between CX improvements that raise scores and CX that truly changes customer behaviour
  • 05You leave the day with a shared understanding of what is driving your customers and concrete interventions
You leave the day with the same picture of what drives customers and a plan that works the very next morning
Materials and tools from the 9+ Customer Experience team training

€7,990 excl. VAT · 1 day · 8–16 participants · at your location or at SUE

Schedule a no-obligation conversation →
Your trainers

Guided by experienced Behavioural Design consultants

Kirsten Kremer, trainer SUE Behavioural Design

Kirsten Kremer

Trainer & Consultant

Experienced trainer at the intersection of Behavioural Design, people & culture strategy and wellbeing programmes. Helps organisations understand and positively steer human behaviour.

Birgitta Vrins, trainer SUE Behavioural Design

Birgitta Vrins

Trainer & Consultant

Combines behavioural science with sustainability and healthcare. Specialist in sustainable change at individual, organisational and societal level.

Mylene Samuels, trainer SUE Behavioural Design

Mylene Samuels

Trainer & Consultant

Founder of the Behavioural Design Circle at ABN AMRO. Over 25 years of marketing experience at the intersection of CX, propositions and behaviour change.

Astrid Groenewegen, founder SUE Behavioural Design

Astrid Groenewegen

Founder & CEO SUE

The online training consists of video lessons by Astrid Groenewegen, founder of SUE Behavioural Design and author of ‘The Art of Designing Behaviour’ (bestseller).

It’s more than a training

Your practical Behavioural Design Toolkit

After the training you go home with tools, frameworks and an AI expert that stay with you forever. Free for all participants.

Behavioural Design Toolkit

Frameworks, cheat cards & canvases

Ready to use on your work. The method, the tools and the practical shortcut cards that help you get results quickly.

Frameworks
Templates
Cheat Cards
Free for participants
Behavioural Design Toolkit materials
Included for all participants
Framework + Canvas

SUE Behavioural Design Canvas

The tool that helps you surface the forces between current and desired behaviour.

SUE Influence Framework Influence Canvas
Cheat Card

CAN Interventions

Overview of the most effective interventions for making behaviour easier. Directly applicable to your behavioural challenges.

CAN Interventions part 1 CAN Interventions part 2
Cheat Card

WANT Interventions

Overview of the most effective interventions for increasing motivation. Directly applicable to your behavioural challenges.

WANT Interventions part 1 WANT Interventions part 2
Cheat Card

AGAIN Principles

The principles for lasting behaviour change, concisely summarised. Includes a worksheet to design AGAIN strategies for your case.

AGAIN Principles part 1 AGAIN Principles part 2
Canvas + Cheat Sheet

Jobs-to-be-Done Canvas + Cheat Sheet

Discover the real motivations behind choices. Map the functional, emotional and social ‘jobs’ of your target audience.

JTBD Canvas JTBD Cheat Sheet
Guide

Behavioural Interview Guide

Gather deep behavioural insights with the right questions. Step-by-step plan and question list for qualitative interviews with your target audience.

Interview Guide part 1 Interview Guide part 2
Cheat Sheet

Behavioural Statement

Formulate a sharp behavioural challenge as the basis for your intervention design. With cheat card and fill-in worksheet for immediate use.

Behavioural Statement part 1 Behavioural Statement part 2
Guide

Prototyping Guide

Test your behavioural interventions quickly and cheaply before rolling them out. Step-by-step plan for lo-fi prototyping based on the Behavioural Design method.

Prototyping Guide part 1 Prototyping Guide part 2
Community

BD Club — Lifetime membership

10,000+ behavioural professionals. Monthly case calls, an active community and free access to new templates and updates.

BD Club
Certificate

EQAC-accredited certificate

Officially recognised by EQAC. Confirms your expertise in Behavioural Design. You also receive a digital version you can share on LinkedIn.

EQAC Certificate
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BD × AI Guru

The SUE Behavioural Design AI Guru, free and unlimited

After the training you get unlimited free access to your own AI expert, trained on the complete Behavioural Design framework. Whatever AI platform you use: you have a personal expert available 24/7 as your:

Mentor Sparring partner Designer Researcher Tester Reviewer

“A total game-changer for my daily work.”

“It’s like suddenly getting magical superpowers.”

“The Guru blows me away every single day.”

SUE Behavioural Design AI Guru
ChatGPT GPT
Claude Skill
Copilot Agent
Gemini Gem
BD Framework
×
AI Platform
=
The Professional Edge
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SUE | Behavioural Design Club

Not one-off learning, but continuing to grow in a club of impact-makers

  • Monthly exclusive events — From expert sessions and workshops to hackathons and networking evenings
  • Ongoing deepening — Webinars, Q&As and masterclasses that keep your knowledge current
  • Professional network — Connection with like-minded professionals from diverse sectors
  • Practice-oriented exchange — Share cases, receive feedback and learn from each other’s experiences
  • Early access — Be the first to access new tools and methodologies
SUE Behavioural Design Club event SUE Behavioural Design Club community SUE Behavioural Design Club virtual
Automatically included — for every alumnus, forever, free of charge
An impression

Online or together with your team

Presenting a behavioural intervention to the group
Online CX Design training on laptop
Engaged participant during the training
Participants working together on a case
Deep dive during the training
Team working on a customer experience challenge during workshop
Informal conversation during the break
Online coaching session CX Design
Group applauds after a presentation
Participant following the online training
Participants in active discussion
Energetic learning environment at SUE Amsterdam
Participant working on an intervention design
Frequently asked questions

We think you’ll want to know this

The online training is a self-directed learning programme of 9 lessons that you follow at your own pace, with your own customer experience challenge as the through-line. The team training is an intensive one-day session in which the entire team works together on one shared CX challenge from your organisation. The themes overlap, but the curriculum is not identical: the team training is tailored more deeply to your specific context and customer journeys, and is customised by the trainer.

The videos are in English, but subtitles are available in five languages: English, Dutch, German, Swedish and Finnish. Feedback on your exercises is provided in Dutch or English, according to your preference. The team training is offered in both Dutch and English.

Each of the 9 lessons lasts an average of 20 to 30 minutes, supplemented by a direct exercise based on your own customer experience case. You can complete the training in a week, but you have lifetime access and can set your own pace entirely. You can always revisit or re-watch lessons whenever you need them.

The team training preferably takes place at our location in Amsterdam. This provides an environment free from office distractions, which significantly increases focus and learning effect. An in-company variant at your premises is possible by arrangement. The day runs approximately 09:00–17:00 and is divided into a diagnosis phase and an intervention phase, with your own CX challenge as the through-line. The price of €7,990 excl. VAT is per group, for 8 to 16 participants.

No, the Deep Dive is accessible without prior knowledge of the Fundamentals Course. You learn the relevant behavioural science concepts within the context of customer experience and CX Design. Have you already completed the Fundamentals? Then you deepen existing knowledge and learn to apply it specifically to customer journeys and CX challenges.

Yes, all participants in the team training receive a personal certificate from SUE Behavioural Design Academy upon completion of the day. Participants in the online training receive their certificate after completing all 9 lessons.

The training is structured around 3 modules that you work through at your own pace. Each lesson combines video, theory and a direct practical assignment based on your own customer experience challenge. Additionally you receive tools, frameworks and templates to apply insights directly in your customer journeys. You have lifetime access to all materials and can always revisit or repeat lessons whenever you need them.

Yes. After completing the training you get access to the SUE Behavioural Design Club, our community for professionals applying behavioural science. There you can share experiences, ask questions and benefit from additional learning materials. You receive the link and instructions once you have completed the training.

After the training you understand what truly drives customers in your context, you can identify the moments where customer behaviour is most influenceable, and you have concrete interventions ready to deploy immediately. You work on your own customer experience case in every lesson. Astrid provides personal written feedback on your final assignment. For a team training: the team leaves the day with a shared understanding of what is driving your customers and a plan that can be deployed the very next day.

For the team training, payment by invoice is standard. After the intake conversation you receive a quotation and invoice.

The online training is paid directly online upon registration (credit card or iDEAL). After payment you automatically receive an invoice by e-mail.

Would you like to give multiple colleagues access to the online training at once? That is possible via our team licence. Contact us via the contact form for a quotation.

Yes. Via a team licence, multiple colleagues gain access to the online training. As a manager or team leader you receive progress reports for all participants, so you can monitor and support the learning process.

Team access is invoiced. Contact us via the contact form for more information and a quotation.

SUE is a pioneer in making behavioural science practically applicable. We developed the Four Forces Canvas, the diagnostic instrument you learn to apply in this training, and use it daily for clients such as ING, Heineken and the European Commission. What you learn is not theoretical: it is proven on real organisational challenges. We are also the authors of the #1 bestseller The Art of Designing Behaviour. With training in marketing, leadership, CX, change management and AI, we offer a complete learning path for every professional who wants to influence behaviour.

Ready to start?

Customer experience only changes when you understand what drives customer behaviour.

Start today online at your own pace, or schedule a conversation about a team training that’s applicable from the very next day. The insights are there. The time to start is now.

Contact us for a team training or Start online now €690

9+ Customer Experience · Team training €7,990 · Online €690

Schedule a discovery call Online training