CX Unraveled

What CX Unraveled does

CX Unraveled is a privately held Dutch boutique consultancy (CX Unraveled BV, KvK 84848065) founded in Amsterdam in 2021 by co-founders Peter Verheijde and Thirza Schaap, each with over 15 years of Customer Experience experience at organizations including KLM, Dutch Railways, Guidion and the Dutch Ministry of Foreign Affairs. The firm offers a four-pillar professional services portfolio — CX Masterclasses, CX Consultancy, CX Keynotes and In-Company CX Training — built around a proprietary six-discipline CX Framework (CX Strategy, Customer Understanding, Human Centered Design, Customer Centric Organization, CX Metrics, Customer Obsessed Culture) adapted from the CXPA body of knowledge. Supporting methodologies include Design Sprints, Service Design Programs and Journey Mapping Workshops.

The company operates on a B2B professional services model: open masterclasses run online via Zoom and Miro with 4–15 participants and tiered cancellation terms, while in-company training, bespoke consultancy and keynote engagements are quoted per engagement. Enterprise clients span aviation, financial services, logistics, SaaS, public sector and consumer brands; named cases include CZ (3.6M-customer healthcare insurer), PGGM/PFZW (3M+ member pension fund), Icelandair, Deliverect and Rotterdam Academy Business Link, with an additional logo portfolio of 20+ Dutch enterprises (ABN AMRO, KLM, PwC, Schiphol, NS, PostNL, Oracle, bol.com, citizenM). Delivery is geographic-restricted to Europe, with confirmed engagements in the Netherlands, Iceland, Belgium, Germany, Denmark, Austria, France and the United Kingdom. The headcount is five, with delivery effectively founder-led.

Name

CX Unraveled

Legal name

CX Unraveled BV

Website

https://cxunraveled.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

CX Unraveled is an Amsterdam-based boutique CX advisory, founded in 2021, that delivers masterclasses, in-company training, service design sprints and keynotes to European enterprise clients, built on a proprietary six-discipline CX Framework and delivered by two co-founders.

Ownership category

akta.pro rank

Product category

Customer Experience Consulting

NAICS

Management Consulting Services (54161), Professional and Management Development Training (611430)

SIC

Services-Management Consulting Services (8742), Services-Educational Services (8200)

akta.pro primary industry

Customer Experience (CX) & Digital Experience (BPAHAEAC)

akta.pro secondary industries

Customer Experience (CX) & Service Excellence (EDABACAB), Customer Experience (CX) Quality, Training & Workforce Management (WFM) (BPAAAAAJ), Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)

Keywords

• Customer experience consulting
• CX training services
• Service design
• Experience mapping workshops
• CX masterclasses

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. CX Masterclasses: Open masterclasses offered online or live, with interactive sessions and follow-up coaching. Prices exclude VAT, with cancellation policy of 50% charge between 2-1 month before, full charge within 1 month. Postponement available for 100 Euro additional cost.
2. In-Company CX Training: Customized training delivered at client organizations or at CX Unraveled's own location 'De Ruif van Amsterdam'. Includes open CX masterclasses, tailor-made training, and train-the-trainer programs.
3. CX Keynotes: Motivational speaking engagements on Customer Experience, Employee Experience, or Human Centered Design topics, customized to client needs.
4. CX Consultancy: Service design programs and CX consulting engagements to help organizations improve customer experience, including journey mapping, persona development, and design sprints.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

CX Unraveled provides Customer Experience (CX) professional services to organizations through four core offerings: CX Masterclasses (interactive hands-on training with follow-up coaching), CX Consultancy (advisory engagements using service design, journey mapping, persona development, and design sprints), CX Keynotes (customized motivational speaking on CX, Employee Experience, and Human Centered Design), and In-Company CX Training (tailored programs including train-the-trainer variants) delivered at client sites or at the firm's Amsterdam venue.

Product overview

CX Unraveled is a Customer Experience consulting and training company offering a portfolio of services built around their proprietary CX Framework. The core offerings include CX Masterclasses (interactive training sessions with coaching follow-up), CX Consultancy (advisory services), CX Keynotes (speaking engagements), and In-Company CX Training (customized organizational training). Supporting methodologies include Design Sprints, Service Design Programs, and Journey Mapping Workshops. The company differentiates through a hands-on, personalized approach using tools like MIRO and Zoom, with services delivered by founders Peter Verheijde and Thirza Schaap. The company also produces a blog featuring CX insights, tools, and industry inspiration.

Differentiator

Problem solved

Functional benefit

Products and services

• CX Masterclasses Interactive, hands-on training sessions focused on Customer Experience theory, tools, and practical application, including individual follow-up coaching so participants can translate learned concepts into their own context. Open masterclasses are delivered online via Zoom and MIRO or live, with a minimum of 4 and maximum of 15 participants per session.
• CX Consultancy Advisory services helping organizations improve customer experience through methodologies such as experience mapping, persona development, service design programs, and design sprints. Engagements are tailored to each client's context and delivered by the firm's co-founders.
• CX Keynotes Motivational speaking engagements on Customer Experience, Employee Experience, and Human Centered Design topics, customized to specific audience needs and including examples from B2B, B2C, and governmental organizations.
• In-Company CX Training Customized training programs delivered at client organizations or at CX Unraveled's own location 'De Ruif van Amsterdam', offered in three variants: Open CX Masterclass (existing masterclass delivered in-company), Custom (new training created for specific needs), and Train the Trainer (CX Unraveled trains client employees to deliver CX training internally, using standard or customized curriculum).

Quantifiable outcome

• Increased customer engagement for CZ through service design interventions
• +2 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Rotterdam Academy Business Link (RAC)coreStrategic or Co-development Partner · 1 January 2023Partnership with Rotterdam Academy (division Ondernemen) to map the student journey and identify key opportunities to improve the overall student experience. CX Unraveled worked directly with students to gather insights on pain points and co-create solutions through ideation sessions.
• De Ruif van AmsterdamminorOthersCX Unraveled uses De Ruif van Amsterdam as their training venue, providing an inspiring environment with catering for sessions held at their own location.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Beyond Philosophy: UK-based CX consultancy and training firm offering masterclasses, certification, and advisory services. Directly comparable to CX Unraveled in scope (training + consulting) and customer base (enterprise CX teams), with a similar founder-led boutique model.
• Experience Dynamics: UX and CX training and consultancy offering workshops and masterclasses for enterprise teams. Closely comparable to CX Unraveled's masterclass and in-company training offerings, with a similar interactive, hands-on methodology.
• CXpartners: European CX and service design consultancy offering research, strategy, and design services. Comparable to CX Unraveled on the consultancy side (service design, journey mapping) with a similar enterprise client base.
• Strativity Group: Global CX strategy and training firm offering CX workshops, certifications, and consulting. Comparable to CX Unraveled in its blend of CX training (masterclasses/certifications) and hands-on consulting engagements for enterprise clients.
• The Customer Experience Company: Boutique CX consultancy focused on CX strategy, training, and transformation programs. Directly comparable to CX Unraveled in its blend of training programs, keynotes, and consulting for enterprise clients.

Emerging players

• Mopinion: European (Rotterdam-based) Voice of Customer and feedback analytics platform with CX services. Comparable to CX Unraveled as a European CX-focused player addressing overlapping enterprise customer experience needs.
• Hotjar: European-based user feedback and behavior analytics platform. Adjacent to CX Unraveled through shared focus on customer understanding and experience improvement, though operating in the SaaS tooling layer rather than consulting/training.

Broad incumbents

• Qualtrics: Enterprise experience management platform with CX training, certification, and advisory services. Comparable to CX Unraveled through its XM Institute training programs and CX consulting offerings, though primarily a software platform.
• Forrester (CX practice): Large global research and advisory firm with a dedicated CX practice offering research, consulting, and events. Comparable as a competing provider of CX research, training and advisory to enterprise buyers, though at significantly larger scale.
• Kantar (CX practice): Global data and insights firm offering CX research, benchmarking, and consulting. Comparable to CX Unraveled in the CX advisory and voice-of-customer space, serving similar enterprise clients at much larger scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/cx-unraveled

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CX Unraveled