Meet Michel
"The launches of the app and digital loyalty card in other countries make my work extra varied."
Michel Brakenhoff, CX & Loyalty LeadHi! Please introduce yourself!
I am Michel, married, have three daughters and live in Scheveningen.
What is it you do as a CX & Loyalty Lead?
Together with two other colleagues, I am responsible for the digital loyalty card. This means that customers can count on extra convenience and shopping pleasure. For example, cardholders have recently been able to view our weekly flyer earlier. With my team, I am building these and other features for the loyalty card. We do this based on collected card usage data, so that we can make the best offer for customers’ needs. In addition, we are responsible for campaigns for the app and the loyalty card and contribute ideas on improvement actions for the entire Action app. And we are also responsible for launching the app and loyalty card in other countries. Slovakia has recently been added and Czechia will follow shortly.
Why did you join Action?
I’ve been involved in customer loyalty programmes and customer experience for more than twenty years. It seemed like a great challenge to use this experience in an organisation that is experiencing such great growth and where there is still much potential in terms of CX and loyalty.
What surprised you most about working at Action?
That there is a lot of room for my input. The strategy for the digital loyalty card has been defined, but there is still a way to go. I can really make my mark on that and that makes my work extra fun.
"Launching the app and customer card in other countries means that I always have to deal with different people and situations."
What's the best part of your job? And what can be challenging?
I like the international aspect the most. Launching the app and customer card in other countries means that I always have to deal with different people and situations. That makes my work extra varied. What is challenging is ensuring that the insights from customer data are used optimally to further improve the customer experience and operations.
What achievements are you proud of?
I have been working for Action for just under six months now and am proud that in that time a good strategy and activity planning for the loyalty card has emerged. By creating structure in the work, we as a team can devote our time and energy extra well to the priorities that lie ahead.
What's the atmosphere like?
Whoever I meet within Action, they are always driven people who are open to other people’s ideas and advice. It’s nice to have such colleagues.
Any tips for future colleagues?
If you enjoy keeping up on the latest digital developments, you’re in the right place. It will give you plenty of room to share and implement your ideas about this. Also, you don't have to be deterred by longer travel time. I myself live a bit further from the headquarters in Zwaagdijk. Still, travel time flies by. That’s because I’ve discovered podcasts!