{"id":114,"date":"2026-11-01T11:49:57","date_gmt":"2026-11-01T10:49:57","guid":{"rendered":"https:\/\/www.cxm.academy\/nl-be\/rasmus-houlind\/"},"modified":"2026-11-01T11:49:57","modified_gmt":"2026-11-01T10:49:57","slug":"rasmus-houlind","status":"publish","type":"page","link":"https:\/\/www.cxm.academy\/nl-be\/rasmus-houlind\/","title":{"rendered":"Rasmus Houlind"},"content":{"rendered":"\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-hero cxm-v6-hero-product cxm-v6-hero-fac has-soft-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-hero-grid is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-hero-text is-layout-flow wp-block-group-is-layout-flow\">\n\n<nav class=\"wp-block-group cxm-crumbs is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\"><a href=\"\/nl-be\/\">Home<\/a><\/p>\n\n\n<p class=\"wp-block-paragraph\"><a href=\"\/nl-be\/faculty\/\">Onze lesgevers<\/a><\/p>\n\n\n<p class=\"wp-block-paragraph\">Rasmus Houlind<\/p>\n\n<\/nav>\n\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">Lesgever \u00b7 Personalization Playbook<\/p>\n\n\n<h1 class=\"wp-block-heading cxm-v6-h1\">Rasmus Houlind<\/h1>\n\n\n<p class=\"cxm-v6-strap cxm-v6-sub wp-block-paragraph\">Auteur \u00b7 bedenker van de Bowtie of Personalization<\/p>\n\n\n<p class=\"cxm-v6-lede wp-block-paragraph\">Personalization that pays, without breaking trust.<\/p>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n\n<div class=\"wp-block-button cxm-v6-btn-navy\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/nl-be\/courses-teams\/#quote\">Leid je team op<\/a><\/div>\n\n\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/nl-be\/faculty\/\">Maak kennis met onze lesgevers<\/a><\/div>\n\n<\/div>\n\n<\/div>\n\n\n<figure class=\"wp-block-image size-full cxm-v6-hero-photo\"><img srcset=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-rasmus.webp 1x\" width=\"900\" height=\"675\" decoding=\"async\" src=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-rasmus.jpg\" alt=\"Rasmus Houlind\"\/><\/figure>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-thesis has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">De stelling<\/p>\n\n\n<h2 class=\"wp-block-heading\">De meeste personalisatie\u00adprogramma's verwarren data met begrip<\/h2>\n\n<\/div>\n\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\">De syntaxis klopt, maar bij de mens slaan ze de bal mis. Rasmus leert je de discipline die het verschil maakt: een kader om te beslissen welke klantsignalen ertoe doen, welke momenten een investering verdienen en waar generatieve AI echt beter is dan een bedachtzaam mens.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Dat is het verschil tussen een klant die zich gezien voelt en een klant die zich bespied voelt.<\/p>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-fac-work has-soft-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">Zijn werk<\/p>\n\n\n<h2 class=\"wp-block-heading\">Hij schreef het boek. Daarna schreef hij de AI-editie.<\/h2>\n\n\n<p class=\"wp-block-paragraph\">Rasmus is de auteur van <em>Hello, $FirstName: Profiting from Personalization<\/em>, dat hij samen met Frans Riemersma, Karsten Horsberg en Hugo Andersson schreef. Het boek is inmiddels toe aan zijn Generative AI-editie. Zijn eerdere boek, <em>Make It All About Me<\/em> (2019), legde de basis in omnichannelmarketing waarop zijn werk rond personalisatie voortbouwt.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Hij heeft meer dan twintig jaar praktijkervaring in marketing en personalisatie en werkt bij Agillic, een Noords platform voor marketingautomatisering. Hij is de bedenker van de Bowtie of Personalization, het kader waarmee hij segmenten, boodschappen, moments of truth en content plant.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Dankzij zijn workshops groeide de Bowtie uit van een schema in een boek tot een werkmethode die gebruikt wordt door teams bij retailers, banken, goede doelen en abonnementsdiensten, in de Noordse landen, het Verenigd Koninkrijk en daarbuiten.<\/p>\n\n<\/div>\n\n\n<figure class=\"wp-block-image size-full cxm-v6-hero-photo\"><img srcset=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-rasmus-workshop.webp 1x\" width=\"1000\" height=\"750\" decoding=\"async\" src=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-rasmus-workshop.jpg\" alt=\"Personalization Cards, uitgespreid over twee grote Bowtie-vellen tijdens een workshop\"\/><\/figure>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section id=\"teaches\" class=\"wp-block-group alignfull cxm-v6 cxm-v6-fac-teach has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">Hoe hij lesgeeft<\/p>\n\n\n<h2 class=\"wp-block-heading\">Bewust eenvoudig<\/h2>\n\n\n<p class=\"wp-block-paragraph\">Rasmus houdt het model bewust eenvoudig. Zo kunnen de meningsverschillen die de meeste personalisatieprogramma's onverwacht parten spelen (\"we zeiden allebei personalisatie, maar bedoelden iets anders\") aan tafel en met kaarten worden opgelost, nog voor er technologie wordt gekocht.<\/p>\n\n\n<ul class=\"wp-block-list cxm-v6-facts\">\n<li><strong>Praktische vaardigheid:<\/strong> de Bowtie toegepast op je eigen programma: segmenten, boodschappen, moments of truth, marketingautomatisering, inbound en AI.<\/li>\n\n<li><strong>Een personalisatieplan:<\/strong> wat je behoudt, wat je afbouwt en waar AI de rekensom verandert.<\/li>\n\n<li><strong>Een scherper oordeel:<\/strong> overpersonalisatie, onderpersonalisatie, fout-positieve AI en het punt waarop vertrouwen wegvalt.<\/li>\n<\/ul>\n\n<\/div>\n\n\n<div class=\"wp-block-group cxm-v6-card cxm-v6-fac-offer is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-tags is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-tag wp-block-paragraph\">Opleiding voor je eigen team<\/p>\n\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Personalisatie voor jullie team<\/h3>\n\n\n<p class=\"cxm-v6-body wp-block-paragraph\">Een klassikale opleiding, alleen voor jullie team, op data naar keuze. We werken met jullie eigen cases, zodat het team oefent met situaties van zijn eigen klanten.<\/p>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n\n<div class=\"wp-block-button cxm-v6-btn-navy\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/nl-be\/courses-teams\/#quote\">Vraag een offerte aan<\/a><\/div>\n\n<\/div>\n\n\n<p class=\"cxm-v6-muted cxm-v6-small wp-block-paragraph\">Heb je The Personalization Playbook gekocht? Je toegang vervalt niet: <a href=\"https:\/\/learn.cxm.academy\/\">meld je aan op learn.cxm.academy<\/a>.<\/p>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-words has-soft-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">In zijn eigen woorden<\/p>\n\n\n<p class=\"cxm-quote-line wp-block-paragraph\">Personalization in 2026 is not the same conversation it was three years ago. Generative AI rewrote the cost curve, and a lot of programs that looked sophisticated last year now look brittle. The teams winning are not the ones with the most tools. They are the ones with the clearest framework for which customer signals matter, which moments deserve investment, and where AI is genuinely better than a thoughtful human.<\/p>\n\n\n<p class=\"cxm-v6-muted wp-block-paragraph\"><strong>Rasmus Houlind<\/strong>, auteur van <em>Hello, $FirstName<\/em><\/p>\n\n<\/div>\n\n\n<div class=\"wp-block-group cxm-v6-card cxm-v6-quote is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-skill-k wp-block-paragraph\">The Personalization Playbook<\/p>\n\n\n<p class=\"cxm-quote-line wp-block-paragraph\">I joined the masterclass wanting to sharpen my skills. I left with a framework, a new way of thinking about the customer journey, and a stronger professionalism in personalization.<\/p>\n\n\n<div class=\"wp-block-group cxm-v6-person is-layout-flow wp-block-group-is-layout-flow\">\n\n<figure class=\"wp-block-image size-full cxm-v6-avatar\"><img srcset=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/learner-elsa-fanney-jonsdottir.webp 1x\" width=\"160\" height=\"160\" decoding=\"async\" src=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/learner-elsa-fanney-jonsdottir.jpg\" alt=\"Elsa Fanney J\u00f3nsd\u00f3ttir\"\/><\/figure>\n\n\n<div class=\"wp-block-group cxm-v6-person-text is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\"><strong>Elsa Fanney J\u00f3nsd\u00f3ttir<\/strong><\/p>\n\n\n<p class=\"cxm-v6-muted wp-block-paragraph\">Content Manager<\/p>\n\n\n<p class=\"cxm-v6-muted wp-block-paragraph\">Duos<\/p>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-closing has-navy-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-head cxm-v6-head-center is-layout-flow wp-block-group-is-layout-flow\">\n\n<h2 class=\"wp-block-heading\">Klaar voor klantgerichte gewoontes die blijven?<\/h2>\n\n\n<p class=\"cxm-v6-intro wp-block-paragraph\">Begin vandaag nog op je eigen tempo, of plan een gesprek en we zoeken samen uit welk programma en welke vorm bij je organisatie passen.<\/p>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n\n<div class=\"wp-block-button cxm-v6-btn-gold\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/nl-be\/courses\/\">Bekijk onze opleidingen<\/a><\/div>\n\n\n<div class=\"wp-block-button cxm-v6-btn-ghost\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/contact\/\">Plan een gesprek<\/a><\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n","protected":false},"excerpt":{"rendered":"<p>Home Onze lesgevers Rasmus Houlind Lesgever \u00b7 Personalization Playbook Rasmus Houlind Auteur \u00b7 bedenker van de Bowtie of Personalization Personalization that pays, without breaking trust. De stelling De meeste personalisatie\u00adprogramma's verwarren data met begrip De syntaxis klopt, maar bij de mens slaan ze de bal mis. Rasmus leert je de discipline die het verschil maakt: [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-wide","meta":{"cxm_tkey":"rasmus-houlind","footnotes":""},"class_list":["post-114","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.cxm.academy\/nl-be\/wp-json\/wp\/v2\/pages\/114","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cxm.academy\/nl-be\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.cxm.academy\/nl-be\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.cxm.academy\/nl-be\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cxm.academy\/nl-be\/wp-json\/wp\/v2\/comments?post=114"}],"version-history":[{"count":0,"href":"https:\/\/www.cxm.academy\/nl-be\/wp-json\/wp\/v2\/pages\/114\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cxm.academy\/nl-be\/wp-json\/wp\/v2\/media?parent=114"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}