by Theo

Underlined has established a network of expertise in the field of Customer Experience Management. We believe in a best-in-class approach and actively seek partners with which we can continuously create additional value for our customers, this in addition to our own offerings. Uniting the different areas of expertise in this relatively young market is essential in order to be able to add real value to our customers in their strategic CX initiatives. 

JADS – Jheronimus Academy of Data Science

The first Data Science University in the Netherlands, located in the Mariënburg monastery in beautiful Den Bosch. This collaboration between the TU / e (Eindhoven University of Technology) and TiU (Tilburg University) is the central place where all data science  comes together. Underlined, as part of the JADS ecosystem, has shaped a data driven CX course together with the Jads. We also organise hackathons together and develop new solutions in the field of Artificial Intelligence.

Altuïtion – The Engagement Engineers

As builders of 9+ organizations, the leading customer experience consultancy in the Netherlands. Expert in the field of emotional customer experience journeys, customer journey management and co-creating a 9+ Way of Working in organisations. Authors of the books about the 9+ customer experience and involved at a strategic level with organisations to help them in all aspects needed to become a 9+ organisation. In this partnership, Underlined offers all data-driven aspects that are needed to not only give quantitative substance to the customer experience journey, but also to be able to uncover data driven actionable insights for continuous improvement of the customer experience.


Offers the solution to conduct an optimised real-time dialogue with your customer on every digital channel in the omnichannel customer journey. Thunderhead offers a SAAS platform to collect real-time data from all touchpoints for a customer journey and to visualise this in the actual journey (s). Then translates this into an optimised dialogue based on the insights gathered. This is the ultimate solution that will replace the more traditional  1: 1 marketing solutions with an approach based on customer journeys. Underlined partners with them to enrich their dashboards designed around CX change management with real-time omni-channel data flows, in addition to customer feedback and process resources. This makes our combined impact models to determine priorities even sharper and it makes it fully transparent at all contact points how this impacts both the customer and the process. 


Expoints enables interaction with your customer around customer experience.Expoints invites customers to provide feedback as concisely as possible on a relevant experience. With this, Expoints positions customer feedback as an integral step within each customer journey. Expoints explicitly does not see receiving customer feedback as an end in itself. The feedback can (1) lead to further interaction with your customer. It also (2) provides a mirror for employees and (3) is input for improving (customer) processes. Expoints is happy to be your sparring partner! 

Underlined in partnering  with Expoints analyses  all open answers in the customer feedback using API texk mining techniques. All answers are neatly categorised into the various relevant topics. These results are then clearly incorporated and displayed in the Expoints dashboardsFinally, open answers can also be used as input for specific improvements! 

Wilms & co! – CX Programma Management 

Jaap Wilms is an experienced consultant who supports, challenges and inspires organisations to successfully deploy customer experience. He is the lead for various international companies in large CX Programmes, gives CXPA Masterclasses and was previously Global Head of NPS for a large international financial organisation. Underlined partners with his company in offering complete (international) CX programmes and in challenging organisations to become more impactful with data by engaging  with all levels in an organisation. Underlined and Wilms & co also provide Masterclasses, both in-house and at learning institutes such as Nyenrode (leading Dutch Business School), JADS (Jheronimus Academy of Data Science) and UvA (University of Amsterdam)etc. 

Friends of Underlined 

Underlined partners with renowned professionals in the CX field. For example in the area of ​​CX Marketing, Programme Management, Research and Education. We have direct access to enthusiastic freelancers who we ask to contribute to our projects and in the creation of new innovative solutions and unique learning content. 

Our partners partner with us in many settings, both nationally and internationally. Together we develop learning content that is taught at renowned institutes such as JADS, UVA, Nyenrode Business School and published in book form (first edition: Basisboek Customer Journey Management). In addition, our methods and software solutions are integrated seamlessly to offer best-in-class solutions!