Let me take you on a journey—my journey. Over the past 20 years, I’ve walked a path filled with twists, turns, and a fair share of challenges. And along this path, I’ve gathered lessons that have been instrumental in shaping not only my professional life but also who I am as a person. Because, let’s be honest, you can’t separate the two. The personal and the professional are deeply intertwined, influencing each other in ways that often go unnoticed. Today, I want to share these lessons with you, hoping they might inspire you to take bold steps on your own journey, however large or small.
The Beginning: When the Fit Isn’t Right, It’s Okay to Move On
Let’s start from the beginning. My first job—believe me, this won’t take long—lasted a staggering two months. Yes, you heard that right. When I started in early 2000, it was during the height of the IT boom. Fresh out of university with a degree in Business & IT, I was eager, enthusiastic, and ready to conquer the world. But then reality hit. My role at the internal IT help desk, which was supposed to be my launching pad, turned out to be more of a cage. I knew within weeks that this wasn’t for me. And when it became clear that there were no alternative routes within the company, I made the decision to leave.
Now, you might think, “Isn’t that a bit rash?” But here’s one of my most important lessons: If you’re not happy, if the fit isn’t right, don’t be afraid to move on. Yes, people around me started to worry about how it would look on my resume, but I knew in my heart that staying would only hold me back. And let’s face it, as long as your job isn’t your hobby, you haven’t found the right one yet. So, I moved on.
The Journey Continues: Learning What Works and What Doesn’t
My second job wasn’t much better. It lasted all of four months. I found myself in another role that didn’t match my skills or aspirations. It was another learning experience, but not the kind I was hoping for. So, I moved on again. By now, those around me were seriously questioning my career choices. But I knew something they didn’t: I was learning what didn’t work for me, and that was just as important as finding out what did.
Then came my third job. This time, I managed to stick around for nine months before the itch to move on struck again. You see, I had started my career with a focus on CRM—Customer Relationship Management—not the technical software side, but the human and organizational side. This was where my passion lay. But finding a role that allowed me to explore this was proving to be difficult.
However, I was determined. And just when I was about to make another move, my manager offered me a lifeline. He proposed a 20-hour contract, which allowed me to study full-time while still working. This was a turning point. For three years, I balanced work with studying marketing at Nijmegen University. It was exhausting, but it was also the right path for me.
Embracing the Lessons: The Power of Customer Centricity
After graduating, I was finally able to focus on CRM roles that weren’t tied to IT. My first non-IT CRM job was a breakthrough, though it didn’t come without its challenges. During one of my early assignments, I was asked to pitch a solution to a customer problem as part of a team exercise. Just as we were about to present, my colleague was pulled away for an “urgent call,” leaving me to give the presentation alone. I hadn’t prepared the entire presentation, but I knew the material. I went for it.
During the evaluation, I received one of the most valuable pieces of feedback of my career: “We didn’t feel like you were trying to sell us something.” And that’s when it clicked for me. My approach wasn’t about selling; it was about genuinely trying to help people. This has become a guiding principle in my work. If something isn’t in the best interest of the client or organization, I say so, even if it means losing business. Because long-term success comes from adding real value, not from pushing a product or service.
The Shift: From Technical to Human-Centric CRM
One of the most pivotal moments in my career came when I was working on a project involving complaints management for an insurance company. The operational manager was resistant to the idea, likely because the number one complaint concerned his own process. But instead of pushing harder, I decided to take a different approach. I mapped out the customer journey for terminating a life insurance policy, step by step, from the customer’s perspective. What I discovered was astonishing: the process took 37 working days, yet customer service was telling customers it would only take 10 days.
This insight was a game-changer. The manager hadn’t realized the full scope of the problem because no one had looked at it from the customer’s perspective. This simple yet powerful exercise not only improved efficiency but also made customers happier. It was a win-win situation, and it taught me four crucial lessons that I still carry with me:
- The Organization is Often Blind to the Customer’s Perspective: Always reduce matters to the core, based on the customer’s experience. The customer journey is the connecting factor that transcends internal interests.
- Understand the Other Person’s Goals: To create a win-win situation, align your efforts with the goals of others. In this case, the manager wasn’t focused on reducing complaints but on improving efficiency—a goal that customer centricity could support.
- Creativity is Key: Inducing movement and creating energy within an organization requires creativity. Don’t be afraid to try new approaches and methods to provide insight and keep things lively.
- Simplicity is Powerful: Never underestimate the impact of a simple, clear action. Organizations often drown in complexity, but the customer perspective can help untangle that complexity and bring clarity.
Finding Purpose: The Birth of a Mission
After spending some time in this role, I began to think more about my dream of making the world a better place—specifically, helping organizations build strong, positive relationships with customers and employees. But I realized that it wasn’t enough for “Zanna from Huissen” to simply proclaim this; I needed research to back up my ideas. That’s when I decided to pursue doctoral research. Now, let me tell you, the idea of a Ph.D. wasn’t exactly thrilling to me. The thought of boring scientific studies was far from appealing. But I knew it was necessary to achieve my mission.
The doctoral journey wasn’t easy. The final year, in particular, was a struggle. I had already shared all the practical insights from my research through blogs and articles, so the idea of writing scientific papers that no one would read in the real world felt pointless. But thanks to a few well-timed nudges from my significant other, I pushed through. And in hindsight, I’m incredibly grateful. Completing my Ph.D. has opened doors, especially at the board level, where having that title carries weight.
The Importance of Knowing Your “Why”
During this time, I also participated in a leadership development program at my company. It was here that I learned three more valuable lessons. First, I was hiding behind my doctoral research, using it as an excuse to delay putting my dream out into the world. But as one of my trainers pointed out, I didn’t need to wait. I could start making a difference now. This realization led me to develop the Accelerate in Experience methodology—a concrete, measurable approach that helps organizations improve customer and employee relationships in a way that speaks their language.
Second, I learned that while I might have been a “preacher” of sorts, preaching alone wasn’t enough. In my early career, I lacked respect for those I felt were only focused on spreadsheets and not on people. But this arrogance only created resistance. Over time, I’ve learned that respect is the foundation of any meaningful change. Judging others doesn’t help anyone; instead, we need to find ways to support each other in achieving our goals.
Finally, I learned not to try and save everyone or everything. Taking full responsibility for customer centricity might sound noble, but it’s ultimately counterproductive. By assuming all the responsibility, you let everyone else off the hook. True change happens when everyone feels responsible for their part in creating a customer-centric culture.
Thinking Big, Staying True
One of my supervisors once told me, “You’re thinking too small, think big!” I struggled with this advice because, to me, thinking big has never been about grandeur or ambition for the sake of it. Instead, I’ve always followed my heart, devising solutions to problems that matter to me. I didn’t set out to achieve titles, a career, or international recognition—those things came as a result of staying true to myself and my values.
So, if there’s one piece of advice I can give you, it’s this: Have the courage to be yourself and follow your heart. When you do, the people around you will feel it too. Instead of resistance, you’ll find positive energy and inspiration. You’ll help others discover their own sense of purpose, and together, you can create something powerful.
Conclusion: Embrace Your Journey
In the end, this journey is about more than just professional success. It’s about personal growth, introspection, and finding the courage to make decisions that align with your true self. So, take courage, be thoughtful, have fun, and most importantly, enjoy your journey. Because it’s not just about where you end up—it’s about who you become along the way.
And if, like me, you’re passionate about improving the world—whether that’s by creating happier customers, more engaged employees, or just making a difference in your corner of the world—remember that every step, every lesson, every challenge is part of the process. Keep learning, keep growing, and never stop believing in the impact you can make.
