From customer
to fan.
An 8 is a customer. A 9 or 10 is a fan. And that difference is up to you.
Your customer doesn't see departments. They see one company. If their experience is just fine, they can just as easily pick someone else.
With this book you turn satisfied customers into fans: customers who come back, buy more and recommend you. Together with your colleagues, and with pleasure.
Your customer doesn't see departments. They see one company. If their experience is just fine, they can just as easily pick someone else.
With this book you turn satisfied customers into fans: customers who come back, buy more and recommend you. Together with your colleagues, and with pleasure.
You don't make fans alone.
You make fans together.
Fans come back with pleasure. They buy more. And they tell others about you. Thirty years of research show it: a fan is worth far more than a satisfied customer.
In this book you read step by step how to do that. How to build the fan mentality yourself, how it works in practice and how to keep it up together with your colleagues.
It doesn't matter whether you run a business, lead a team, talk to customers or work behind the scenes. Everyone shapes what the customer experiences. So do you.
You buy advertising. You earn fans.
Wat lezers zeggen
“Je vraagt je na het lezen van dit boek echt af waarom niet elk bedrijf zo werkt.”
Fred Slagtercustomer success-leider, voormalig SVP Customer Success bij Betty Blocks“Een must-read voor wie klanten wil veranderen in fans voor het leven.”
Michael & Cindy Pilarczykoprichters MasterMind Academy“Klaas laat zien hoe je van klanten fans maakt, met je hele team. Het is concreet en direct toepasbaar.”
Mark Tigchelaarbestsellerauteur en spreker“Klantbeleving is in veel bedrijven een vak voor specialisten geworden. Klaas geeft het terug aan iedereen. Fans maak je met mensen die echt om klanten geven. Dat begint bij wie je aanneemt. Dit boek laat zien wat je daarna doet. Het doen is aan jou.”
Bas OostenbrinkExecutive Search Consultant bij Bluebird“Wij werken in een vak waarin mensen binnenkomen op een rotmoment. Klaas liet me zien dat je juist dan fans maakt. We zijn onze klanten anders gaan helpen, en dat zie je terug: 118 reviews met een gemiddelde van 4,9, en onze omzet groeide in één jaar van 70.000 naar ruim 450.000 euro.”
Mitchel Wellingeigenaar WRA Juristen“De Growth Consulting business is boven alles een people's business. Uiteindelijk wil elke klant 'fan' zijn. De kunst als partner is om ze in de gelegenheid te stellen. Daartoe zijn de visie en methode van Klaas best in class.”
Joost Jongbloedfounder en CEO Gradient Growth Architects“Ik ben al jaren fan van Klaas.”
Tijn Touberoprichter Lois Lane, schrijver en inspiratorThree parts.
Eleven chapters.
The book opens with the email from France. Every chapter opens with a story and ends with something you can do tomorrow. At the back you find the Customer Experience Model to score yourself, and as a reader a free 30-minute introductory call with me.
Fan mentality starts with you
Why an 8 isn't enough. And why it starts with you: your energy decides how your customer feels. Even on a hard day.
- 01An 8 isn't good enough
- 02It starts with you
- 03Which part of yourself do you select?
Fan mentality in the team
Your customer sees one company. Together with your colleagues you make sure everything fits, without islands between departments. Because delivering well alone isn't enough.
- 04The customer sees one company
- 05Who leads whom?
- 06Over the fence
- 07How to organise fans
- 08Everything fits, and still a 6
Fan mentality every day
How to get a little better every day. You listen to your customer, score yourself with the scan and see your growth. 1% better every day.
- 09Listening as a habit
- 10Know where you stand
- 111% better every day
What it gives you.
From an 8 to a 9 or 10.
After this book you:
Know what turns a customer into a fan, and why a satisfied customer still leaves.
Know what customers value most: trust, and being taken by the hand.
See your company through your customer's eyes: as one whole.
Understand why a good company can still get a 6, and how to change that.
Turn a complaint into a fan, with the LEVER method.
Know where you stand, with the scan at the back of the book.
Order now, receive it first.
E-book
Read it on your e-reader, tablet or phone. In your account the moment the book is released.
- ✓EPUB and PDF
- ✓In your account on release day
Hard Copy
The book in your hands, with the scan at the back to fill in with a pen. I ship it as soon as it arrives from the printer.
- ✓Free shipping within the Netherlands
- ✓Shipped on release day
- ✓Scan as a fill-in form at the back
Audiobook
I narrate it myself, so you hear the stories the way I mean them. Listen on the road or in the car.
- ✓Narrated by me
- ✓In your account on release day
- ✓Listen on any device
About the author
I was sixteen when I started my first company and have been an entrepreneur for over 25 years. I built market research agency WUA, from my student house on the Prinsengracht to an international player in 21 countries, for brands like Google, Samsung, Microsoft, Bol and ING. For fifteen years we watched customers go through their real customer journeys.
In 2022 I sold my share of WUA. My first book, Sales, Honest & Relaxed, became the number 1 at Managementboek. Since then I help entrepreneurs, boards and their teams grow the way this book describes: honest and relaxed. With less noise, more results and above all more fans.
About the pre-order.
Frequently asked questions.
On 14 November 2026. Order now and you get the book first on that day. The hardcopy ships, and the e-book and audiobook are ready in your account.
Yes, you pay now via iDEAL or credit card and receive your invoice right away. That reserves your copy. I deliver as soon as the book is out.
The book is published in Dutch first. Want to know when an English edition follows? Let me know via the contact form and I'll keep you posted.
About the difference between a satisfied customer (a 7 or 8) and a fan (a 9 or 10). And how you make that difference, together with your colleagues. The scan at the back shows you right away where you stand.
No. Everything you need is in this book. The first book was about you in the sales conversation. This book is about everything your customer experiences with you and your company.
I narrate it myself, just like my first book.
Yes. More and more companies give the book to everyone with customer contact. Get in touch for a group rate; teams often combine the book with an inspiration session or training.
More than 10 books?
For colleagues or as a gift.
More and more companies give the book to everyone with customer contact; after all, you make fans together. Also as a business gift. From 11 copies I arrange it personally: one invoice, one delivery and, if you like, an inspiration session on top. Get in touch and I'll think along with you.
Get in touch
Sales, Honest
& Relaxed.
The #1 bestseller where it all started: selling from genuine connection instead of convincing and pushing. Available now as hardcover, e-book and audiobook.
See the bookPre-order the book.
Van klant naar fan.
Reserve your copy as hardcopy, e-book or audiobook (Dutch edition) and receive it first on release day.