Enhancing CX in Governance, Risk, and Compliance (GRC) services with Sebastiaan Knibbeler

It’s all about gaining a new perspective. At ControlRebels, we initially leaned heavily on partnerships with GRC software vendors and minimally engaged in direct marketing. This approach needed a revamp to enhance our direct sales efforts, which led me to Columbia. The program promised to broaden my view on crafting marketing strategies that are not only tech-savvy but also deeply customer-centric. I was eager to dive into this learning experience to better connect with our potential clients.

The program was transformative, integrating theory with real-world applications and peer insights, which brought the concepts to life. Professors Markus Giesler and Bernd Schmit provided invaluable practical insights, and learning alongside industry peers during panel discussions and field trips in Soho was incredibly enriching. It wasn’t just about learning the concepts; it was about seeing them in action, which made the entire experience deeply memorable.

The most surprising aspect was the deep connections formed with fellow students. These relationships went beyond professional networking; they evolved into friendships that challenged and enriched my perspective. This collaborative environment was not only supportive but also a powerful catalyst for personal and professional growth.

Networking with peers from different industries prompted me to view our services through a new lens—as products that can be similarly marketed. This cross-industry insight was particularly enriching as it challenged the way I thought about our offerings in the GRC space.

The NYC outings brought customer experience concepts to life. Visiting innovative retail businesses and various stores allowed me to see how theoretical elements like feature, feel, flow, and purpose are implemented practically. These experiences made the abstract concepts tangible and immediately applicable.

The Mercer Lab stood out, where we explored innovative customer engagement strategies that we could potentially integrate into our own practices.

Absolutely. The program sharpened my focus on what we’re already doing well at ControlRebels and highlighted areas we haven’t yet addressed. I now have a clearer direction on new strategies and practices to further position our products and services to resonate with our clients' needs and wants.

The program set the stage for impact. It has equipped me with new tools to enhance our branding and refine our messaging. Understanding the connection between our offerings and the market’s needs is crucial, and this program serves as the glue that brings it all together.