Who we are

While many companies are taking customer experience seriously, there is a lack of insight into what works well and what does not when it comes to achieving measurable improvements. To help companies achieve a measurable improvement in their CX initiatives, we support organizations with actionable insights, with a major impact on loyalty and revenue growth – uncovering CX data insights deeper, faster, and better.
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Responsible for acknowledging their needs

Measurable improvement of customer happiness

Today customers have more power than ever before and therefore you are responsible for acknowledging their needs. If you make sure interactions are running smooth and continuously improving, you will increase customer happiness.

We believe that the only way to create an accurate view of what is impacting CX is to enrich every interaction with journey-specific data and connect CX to business value: supporting organizations in a systematic journey-improvement cycle, increasing customer happiness and loyalty, and decreasing churn and operational costs.

Link CX to impact in dollars and euros


It wasn’t that long ago when businesses claimed that the key to winning customers was the quality of features of their products. But things have changed, and an even more important success factor is on the rise: providing the best customer experience. With more and more businesses globally competing mainly on customer experience, it is the organizations that take customer experience seriously that will stand out from the crowd and win loyal customers over. The secret to keeping customers happy and delivering a positive customer experience is to remain caring and be supportive towards your customer needs and emotions in every step of their journey.

Feet on road with arrow

“It is time for companies to start taking their customers serious.”

Theo van der Steen – Founder of Underlined


“Learn what your company does well and what you should do better when interacting with customers.”

Marcel van der Marck – Director of Sales & Marketing

Go beyond single analytics and insights


To become truly customer-obsessed, you need to understand customer needs and customer behavior on a much deeper level. One thing is for sure, to deliver a positive experience, you must know your customers better than ever before. This means creating a complete 360° customer view that will help you understand and measure your customers’ behavior and emotions at every touchpoint, and across all channels. Once you know your customers well enough, you can use that knowledge to take the necessary actions for improving, optimizing and personalizing every interaction.

Define your approach on CX


Gaining in-depth knowledge about customers isn’t something that just happens. You need to collect customer data across multiple channels, and monitor, measure, and act on tons of customer feedback. Valuable insights from customer data will help you understand your customer expectations, their needs, and desires to gain their trust, market better, sell faster, and get you prepared for the customer signals of tomorrow. The Hub for CX Analytics gives companies detailed real-time insights about every touchpoint in the customer journey. So, they can collect customer interaction data, place data in the context of the journey, and actively enriches data with predictive insights using artificial intelligence.


“When you understand who your customers are, you can deliver personalized experiences across the entire customer journey.”

Ana Miličević – Product Marketeer
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Our clients

Discover and prioritize improvement potential

Our passion for data has enabled us to add direct value to big brands like a.s.r., SNS, VGZ, and Essent. Many clients use us as an insights-accelerator for their Customer Experience Programs, unlocking insights with data-science models via intuitive dashboards. We create the opportunity to discover and prioritize improvement potential, helping you justify investments in CX.

Our partners

ABN Amro
BLG Wonen
De Volksbank

What's happening?

/report 30 June 2022

Forrester Report: CX Metrics Essentials

Is Emotion Analytics the Holy Grail in CX?

This report answers 10 key questions that CX leaders need to answer in order to better be able to define and measure CX metrics.

/webinar 30 June 2022

With Forrester’s Leading Expert On CX Measurement

Is Emotion Analytics the Holy Grail in CX?

Learn how leading companies continuously optimize and measure their most beneficial CX improvements.
Watch the after movie

/e-book 11 Mar 2022

Customer Journey Mining:
An Overview

Data scientist Henrik Nijkamp and analytics consultant Milou Ehrismann help you understand the impact of journey mining.

Hub for CX analytics

Hub for CX Analytics - Giving smart and detailed real-time insights


Integrating your system with the Hub for CX Analytics? Find out more!

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Partner program

Find out more about the Underlined CX partner program

Partner overview

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Become a partner

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Learn about CX and technology


Learn everything you need to know about CX and technology

Webinars & events

Check out our webinars and events selected for CX growth

Case studies

Customer success stories for building data driven customer experience


with Forrester’s leading expert on CX measurement

Vision on CX

Our Vision on CX - CX metrics in motion with business results


Discover our services that help you improve customer happiness

Who we are

Who we are! A quick guide to how we approach customer experience

The team

Giving companies the power to optimize every conversion

Get in touch

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Giving companies the power to optimize every conversion