Creating Customer Impact in Moments That Matter

Last Updated September 10th, 2021

Jacco van der Kooij, Winning by Design, Jacco, Founder, customer impact, moments that matter, The Bow Tie Funnel, sales process, sales architect, science of sales, recurring impact, recurring revenue


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Anything that happens after a sale can be defined as post-sale. And in a recurring revenue business, it’s post-sale customer success that’s become the profit center. Selling a product or service on a pre-sale promise, but failing to deliver in post-sale impact inevitably produces customer churn. To combat and even prevent churn, customer success creates the experiences that deliver on those promises — around the moments that matter.

So, which moments matter most? There are two moments in which customers are highly responsive. One characteristic of those moments: respect for their time and timeliness in response. Another: customers respond to kindness. Why both characteristics create better customers experiences is how they make people feel – heard, respected, appreciated, valued, and supported.

Our guest on today’s episode is Jacco van der Kooij, Founder of Winning by Design. His focus on upholiding morals and values, being honest and helpful, maintaining a good brand reputation, and advancing the science of sales. His voice and approach are a breath of fresh air in the SaaS space.

We first talked about Jacco’s work back on Episode 43, “Three Ways to Win With The SaaS Sales Method.” Now, he visits The Customer Experience Podcast directly to talk through The Bow Tie Funnel and the customer impact journey. More specifically, he explains how brand reputation is built from both the impact promised and the value of that promise realized.

One takeaway before you listen: Recurring revenue is the result of recurring impact. Recurring customer impact should be our highest goal.

Jacco also takes us on a deeper dive into the role of priority. Priority has become the determinant for how customers make buying decisions. If buying is not a priority this month, quarter, or even this year, then a client has probably “gone dark.” The primary challenge that sales professionals don’t know they’re facing? Reengaging clients out of the “go-dark” stage. Jacco then walks us through creating a compelling or critical purchase event during the inevitable “go-dark” stage.

Jacco, our expert on moments that matter, is on the podcast as part of a special series we’ve been running since early July. He’s one of 11 experts that Steve Pacinelli and I interviewed in-depth in the process of writing our second book, Human-Centered Communication (available for preorder right now with special bonus packages and releasing formally on October 12, 2021 from Fast Company Press). Throughout this series, we’re back in conversation with each of them in a way that adds to their philosophies, strategies, and tactics delivered in the book.

Jacco van der Kooij, Founder, Winning By Design, Human-Centered Communication, sales communication, sales and marketing, sales expert, digital pollution, Bow Tie Funnel, The Bow Tie Funnel, bowtie funnel, sales process


In our conversation today, Jacco talks with us about:

Why sales knowledge comes with great responsibility
How recurring revenue models shift customer experience to customer success
What The Bow Tie Funnel is and how it affects customer impact
How priority has replaced other buying determinants
What the customer impact journey and counter impacts are



Creating Customer Impact in Moments That Matter

Hear Episode 158 and every other episode of The Customer Experience Podcast in your favorite podcast player …

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We also embed the full conversation in a playable and searchable format right here in these blog posts. The recording with Jacco van der Kooij is right here …






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Video Highlights: Creating Customer Impact in Moments That Matter

Check out the top five video highlights from the discussion with Jacco van der Kooij, Founder of Winning by Design…


1. Customer Success as a Profit Center



2. Customers Respond to Time and Kindness



3. Counterimpacts and LinkedIn Profiles



4. Customer Impact: Value, Priority, and Events



5. Why Read Human-Centered Communication 



Links Related to This Conversation:


Jacco van der Kooij, Founder, Winning By Design, Human-Centered Communication, sales architect, sales engineer, sales expert, digital pollution, Bow Tie Funnel, The Bow Tie Funnel, bowtie funnel


More in Our Human-Centered Communication Series:


Coming Soon in This Series:



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Ethan Beute

Ethan Beute | About The Author

Chief Evangelist at BombBomb, co-author of Rehumanize Your Business, and host of The Customer Experience Podcast, Ethan collects and tells stories of clearer communication, human connection, and higher conversion with simple, personal videos. BA: University of Michigan. MBA: University of Colorado-Colorado Springs. Fresh air & clean water.

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