Interaction by Design · For organizations
Deliver world-class customer service, by design
Want to deliver the kind of customer service people love at Disney, Coolblue or Airbnb? Interaction by Design is the transformation program that gets your frontline staff, their managers and leadership working together to deliver excellent service consistently across every branch.
Frontline to leadership
One shared standard
Six moments
In every conversation
Your own trainers
Certified to keep it going
About the program
Great service needs leadership that clears the way
World-class customer service takes more than standardized scripts and a well-trained frontline. It also takes leadership that clears the way: the budgets, priorities, targets, policies and processes that determine whether people can deliver the expected service.
Interaction by Design aligns everyone, from frontline to leadership, around one clearly defined standard, so great service becomes the easy thing to do consistently across every branch.
Who it is for
This is for you if
- You want your customer service standard to be a reason customers rave about you.
- You look up to organizations with excellent customer service, like Disney or Coolblue, and wonder how they pulled it off at scale.
- You have a customer strategy and a service ambition, and want to turn it into a clear way of working that everyone follows.
- You want to create consistency while allowing for authenticity.
- You want the standard to last, with improvements that become part of everyday work.
How it works
How we make great service consistent
01
We define what great looks like, down to the details
Every conversation has six moments: Welcome, Listen, Care, Analyze, Conclude, Impress. For each one, we define what your people say and do. This makes it easy to replicate, practice, measure and coach.
02
We give managers a clear coaching and quality framework
Team leaders coach and review conversations on the same behaviors their people are trained in, so the same standard is reinforced consistently.
03
We make sure your targets support the same standard
We look at the KPIs your people are measured on and adjust the ones that pull against the standard, like rewarding speed over quality. So your people are not asked to do one thing and measured on another.
04
We build the skills to keep it going in-house
We certify your own trainers and coaches to onboard new joiners and run refreshers, so the standard stays the same as your team grows and changes.
Win, win, win
Good for the customer. Good for the employee. Good for business.
We believe excellent customer service only lasts when the customer, the employee and the business all benefit from it. That is why we built Interaction by Design to improve all three at once, not one at the expense of the others.
Customers
Are impressed, stay loyal and rave about you.
Employees
Are confident, motivated and less stressed.
Leadership
No micromanagement. Set clear standards and step back.
Business
Higher first contact resolution, lower cost to serve, lower employee turnover.
Why it is different
A training course or a program?
A standalone training course
- Builds individual skills. Focuses primarily on developing employees' soft skills.
- Leaves organizational barriers untouched. Employees may know what great service looks like, but conflicting KPIs, rigid policies and inefficient processes can make it difficult to deliver.
- Relies on the organization to keep the learning alive. Ongoing coaching and reinforcement are left to the organization to figure out.
The Interaction by Design program
- Creates one shared standard for everyone. Aligns frontline skills, manager coaching and performance measurement with shared service standards.
- Makes great service easier to deliver. Identifies and addresses the processes, policies, KPIs and other organizational barriers that get in the way of excellent customer service.
- Builds the capability to sustain progress. Trains internal trainers and establishes a shared approach that managers can reinforce and the organization can keep using long after the program ends.
The mastermind behind the program
Dimitri Jambé
Methodology creator and learning design practitioner
Dimitri Jambé has spent 20 years helping some of Belgium's biggest organizations make great customer service something they can count on. He has designed customer service programs for BNP Paribas Fortis, Engie and Belgian Post, whose program won a Customer Contact Award. What the jury valued most is what leaders want most: it lasted. Two years in, employees were still using the new behaviors and customer satisfaction had stayed higher.
His experience left him with a conviction: great service is not a matter of chance. It can be designed. What teams need is a clear, practical standard for a great conversation, and a way of working that keeps it in place. That is why he created Interaction by Design.
People learn more when every interaction gives them a clear reason to take part.
Free live webinar
The Calls AI Leaves Behind
Bartek Lechowski and Dimitri Jambé show where AI really stands in customer service, and how to design the conversations it can't have.
Thursday, January 28, 2027, 10:00 to 11:00 CET (Brussels time). Online, in English, free.
In their words
What changes on the floor
In the past, when my team members had a difficult call with an angry customer, it set the tone for the rest of their day. Now they see it more as a challenge, because they've been given real tools to bring those conversations to a good end.
Manager
Customers said, "That was a really pleasant conversation," and literally said it was the reason they were going to stay with Essent.
Frontline employee
Since I started applying Happy, I almost never have a call that goes badly anymore. And I no longer come home in that state.
Frontline employee
An annoying customer doesn't stay annoying for me. I can make something good out of it.
Frontline employee
I really look forward to the next call.
Frontline employee
Questions
Frequently asked questions
How is this different from customer service training?
Training develops skills, but skills alone do not guarantee a change in behavior. Interaction by Design also addresses employee mindset and the way teams are coached, supported and evaluated, so daily management reinforces what employees learn.
Is the program tailored to our organization?
Yes. Your customer promise, priorities and real customer interactions shape the program. Employees practice with situations relevant to their work, not generic examples.
Will employees have to follow scripts?
No. Interaction by Design provides a shared framework for understanding customer needs and making better decisions. It helps employees handle different situations without reducing conversations to scripts or checklists.
Who needs to be involved?
Frontline employees and the leaders responsible for supporting them. For lasting change, the program also needs senior sponsorship and involvement from the people responsible for coaching, quality, performance measures and internal learning.
Will better customer service mean longer conversations or more pressure on employees?
The aim is not to improve customer experience at any cost. Interaction by Design helps teams handle conversations effectively while balancing customer needs, employee well-being and business performance.
What changes besides employee behavior?
The program also examines how leaders coach, assess quality and discuss performance. Where these practices conflict with the desired customer experience, Interaction by Design helps align them.
How will we know whether it is working?
Progress is assessed through real customer interactions and relevant customer, employee and business measures. The measures reflect your priorities, for example interaction quality, repeat contacts, customer satisfaction or employee experience.
Will we need ongoing external support?
The goal is to build your organization's own capability. Internal trainers and coaches can be developed and certified to maintain the approach, support new employees and extend it across teams.
Sounds like something for you?
We'll walk you through what this program could look like in your organization and answer all your questions.