“Immediate results. Klaas makes clear that everyone with customer contact is essential for commercial success, and gives you the tools to make it happen.”
From customer
to fan.
As an expert in customer contact, you determine whether a customer stays, grows and recommends others. That impact is commercial gold, even without a sales role.
I am your trainer, Klaas Kroezen, author of ‘Van klant naar fan’ and the bestseller ‘Sales, Oprecht & Ontspannen’, with 25+ years of international B2B experience.
Genuinely commercial
For everyone in customer contact outside sales. You get the skills to spot, name and seize commercial opportunities from genuine connection.
Immediately applicable
Practical tools and frameworks you can use in every customer conversation starting tomorrow.
Always Klaas himself
You train directly with me, author of the bestseller and your trainer. Always tailored, from the first call to the last session.
This pageTailored, with guidanceThat is what this page is about: together with me, 1:1 or with your team. Read on to see how we work.Continue reading on this page ↓Prefer self-paced, online?Online, at your own paceThe full method as an online training. Start right away.€ 1.750excl. VATView the online training →
Trainings delivered for
What it costs to
leave it as is.
Every customer who quietly leaves is growth you won't get back. This approach changes that, conversation by conversation.
- Customers who cancel before you noticed they were doubting.
- Growth left untapped because no one starts the conversation.
- Your team firefights instead of working ahead.
- Satisfied customers who never become ambassadors.
What you take away.
From customer to fan.
Based on my book Van klant naar fan, applied to customer contact. The difference: in the training you put it into practice right away, with your own customers. A taste of what you'll take away:
01
Why your customer contact is commercial gold, and how to claim that role.
02
How to spot customer signals early and act on them in a relaxed way.
03
How to handle difficult conversations, from price increases to disappointment, so the relationship actually grows stronger.
04
How to see and name opportunities, simply by helping your customer well.
05
How to turn customers into fans and ambassadors who actively recommend you.
06
Lasting results: with the Customer Experience Model you keep improving, even after the training.
Training with your team? Then we also work on unity: one language and one approach for everyone in contact with customers.
Every programme is different.
We map the route together.
We start just as often with an inspiration session on location as with the online theory. Together we look at what delivers the most for you or your team. Always tailored.
01
Getting to know each other
We begin with a no-obligation conversation or an inspiration session on location. Together we discover where the most customer value is left untapped.
02
Your tailored track
We build the programme together: theory online where it helps, the training on location with your own customer cases.
03
Apply & keep improving
You turn customers into fans, and keep a grip on your customer experience with our Customer Experience Model. You keep improving after the training too.
Your trainer & author
You get the training directly from me, Klaas Kroezen, author of ‘Van klant naar fan’ and the bestseller ‘Sales, Oprecht & Ontspannen’, from the first call to the last session. From my own company I sold to brands like Google, Microsoft, ING and Samsung. What I learned there about turning customers into fans, I now share with teams and people like you.
This is how you see the difference.
Yourself, your customer and your team.
You score yourself, and your customer and your colleagues look along on the same six elements. Where the views differ is your biggest opportunity. This is what it looks like:
Take the free scanSee where you stand in a few minutes.
Example · Your team: filled · You: dashed · Your customer: fine dashed
The difference between the views
The biggest difference is in Genuine: your team 9.0, your customer 5.0.
| Your team | You | Your customer | |
|---|---|---|---|
| Genuine | 9.0 | 8.0 | 5.0 |
| Relaxed | 5.0 | 6.0 | 6.0 |
| Form | 6.0 | 8.0 | 7.0 |
| Beliefs | 5.0 | 6.0 | 6.0 |
| Content | 6.0 | 8.0 | 8.0 |
| Process | 8.0 | 5.0 | 4.0 |
More than a training.
Ask your customers, colleagues and Klaas AI for feedback.
You have a full year of access. Most participants complete the training in 4 to 6 weeks. After that, they measure themselves once a month and make concrete action plans. On top of that, you ask customers, colleagues and Klaas AI to rate you, as often as you like. So you see how others experience you, where you are growing and what your next step is. And it works best with your whole team.
Yourself
Visible progress
You record your starting point and measure again after the training. At a glance you see what has improved.
Your customers
What your customer really thinks
Customers rate you in ten minutes. You hear what they value and what they want more of. And they notice their opinion counts.
Your colleagues
Your blind spots in view
Colleagues who see you work with customers share their view. Where their picture differs from yours is where your biggest growth lies.
Klaas AI
Feedback on every conversation
Submit an important customer conversation and get concrete tips for next time, straight away.
After the training: every month again. 1% better every day.
- Measure. Once a month, or after an important conversation.
- Compare. All feedback side by side, in one overview.
- Improve. You make a concrete action plan, apply it and measure again.
The result: customers who stay longer, do more with you and become fans.
Ready?
Slide and discover the difference.
Before trainingAfter training
Retention
Customers leave without you knowing why
Customer contact
Untapped potential in existing customer interactions
Process
No structure in follow-up and relationship management
Way of working
Constantly firefighting instead of working proactively
Value
Difficulty discussing added value
Team
Your team is engaged, but lacks the commercial skills
Retention
You spot signals early and act proactively
Customer contact
Every conversation contributes to growth and retention
Process
A clear process from onboarding to ambassador
Way of working
Calm and overview. You stay one step ahead of your customer
Value
You discuss value in a natural, relaxed way
Team
Everyone knows how customer contact contributes to commercial success
For whom
Customer Success ManagersSupport teamsConsultantsAccount teamsDelivery & serviceProject managers
Bewezen resultaat.
An average of 4.9 on Google.
“We work in a field where people come to us at a terrible moment. Klaas showed me that this is exactly when you create fans. We started helping our clients differently: 118 reviews averaging 4.9, and our revenue grew in one year from 70,000 to over 450,000 euros.”
“Klaas shows how to turn customers into fans, with your whole team. It is concrete and immediately applicable.”
Choose your track.
One simple formula, from one person to a whole team. You know exactly where you stand up front. All prices excl. VAT.
Start right away
Online
€ 1,750
Per participant · Excl. VATPay right away or by invoice, and you have access immediately. A full year of access, and a full year of working on it.
- ✓Six modules on the Customer Experience Model
- ✓Score yourself, plus feedback from customers and colleagues
- ✓Klaas AI as your sparring partner
- ✓A reminder on the first of every month
- ✓Workbook, exam and certificate
Most chosen
Together with me
€ 4,250
At my place · € 6,750 at your location · Excl. VATThe online training plus my personal guidance: a kick-off and a final presentation, with feedback and a tailored action plan. At my place on Landgoed Duin en Bosch in Castricum, or at your location.
- ✓Everything from Online
- ✓Kick-off and final presentation (2 half-days)
- ✓My personal feedback
- ✓A tailored action plan
- ✓Request it, pay by invoice
After the training
Coaching
€ 5,000
Per year · One person · Excl. VATA year with me as your coach: four half-days one-to-one on Landgoed Duin en Bosch in Castricum. The logical next step after a training, and possible without one too.
- ✓Four half-days in a year
- ✓Contact in between, about once a month
- ✓One-to-one, at my practice
- ✓With or without a training
Start dates in Castricum
Personal 1-on-1 tracks at my practice on the Duin en Bosch estate in Castricum. Pick a date and time slot and reserve your spot. After you sign up we'll get in touch within one business day.
Option: bring a colleague for € 1,750 extra.
Tue, 20 October 2026 · Morning · 10:00
Register →Tue, 20 October 2026 · Afternoon · 14:00
Register →Fri, 6 November 2026 · Morning · 10:00
Register →Fri, 6 November 2026 · Afternoon · 14:00
Register →
Work it out yourself
Number of participants
1
How do you want to do it?
- Online training (1 × € 1,750)
- € 1,750
- Guidance, 2 half-days
- € 2,500
Total€ 4,250
excl. VAT
Request it below. I'll plan the dates with you and you pay by invoice.
I give every training myself, so I start a limited number of tracks each quarter. Ask about availability.
Not sure which approach fits?
Let's find out.
Tell us briefly where you stand and what you want to achieve. I will think along with you, genuine and relaxed. Together we look at which format fits you or your team.
Sales Excellence Training.
More revenue, less stress.
For sales professionals and teams who know there is more potential. Learn how to sell structurally better with authenticity and ease.
View trainingQuestions?
We're happy to help.
You turn customers into fans with genuine attention for the people who are already your customers. That is exactly what you learn in the Customer Success Training: retaining and growing existing customers.
From customer to fan means customers buy from you and also root for you and recommend you. It is the theme Klaas Kroezen builds all his trainings on: more revenue, less stress, real fans. In the Customer Success Training you learn how to do that, specifically for people without a sales role who do have customer contact.
For people without a sales role who do have customer contact: customer success managers, service desks, account managers and consultants. A sales background is exactly what you don't need.
It depends entirely on your ambition. The more time you put in, the better your result. You get 3.5 hours of video. On top of that you work through the assignments in the workbook, score yourself, ask your customers and colleagues for feedback and practise with Klaas AI. You have a year of access, with a reminder on the first of every month to look back and score yourself again. If you choose personal guidance, two half-days are added: the kick-off and the final presentation.
Yes. Almost everything is tailored: you cover the theory online at your own pace, and we spend the on-location sessions entirely on your own customer practice. You also always train directly with me.
More retention, more growth with existing customers and customers who actively recommend you. Every customer who quietly leaves is growth you won't get back. Turning customers into fans builds predictable revenue, with less stress.
Yes. Your team does the training online and I guide the kick-off and the final presentation, at my place on the Duin en Bosch estate in Castricum or at your location. With your team it starts from € 6,000 (excl. VAT). Get in touch and I'll put together a proposal. Want to get to know the approach first? Start with a 2.5-hour inspiration session (€ 3,750) or an inspiration day (€ 5,750).
Sales Excellence focuses on winning new customers. Customer Success is about retaining and growing existing customers: from customers to fans. Together they form one method for commercial growth.
Start today.
Genuine & relaxed.
Higher customer satisfaction, more retention and customers who become ambassadors. Simply by treating your customers honestly and at ease.