SAP Connect Day for Customer Experience Belgium 2026

Reimagine every customer moment

May 12, 2026 | Quartier Papier, Zaventem

Discover How Leading Companies Elevate Customer Experience with AI and Real-World Insights

Join SAP Connect Day for Customer Experience and learn how organizations like Orange Belgium, Brico, and Puratos are transforming their customer journeys. Explore the latest AI innovations, gain expert insights from SAP CX leaders and innovation strategist Peter van Hees, and see what works in practice.

This day will bring you:

Concrete use cases to benchmark your digital strategy
Practical ideas and innovations to improve marketing, sales, e-commerce, and service
Valuable connections with fellow CX and digital leaders.

Walk away with actionable insights, not just inspiration.

Save your seat and register today!

Agenda

Agenda at a Glance

Agentic AI is reshaping how digital leaders drive growth. In this keynote, explore how to move beyond experimentation to scalable, revenue-generating use cases across the customer journey. Discover proven strategies to operationalize AI within SAP Business Suite and Customer Experience to deliver smarter engagement, faster decisions, and sustainable growth.

Payal Hindocha – Global SAP CX GTM Director

Peter van Hees is an innovation strategist and inspiring keynote speaker who helps organizations understand how technology and digital change are shaping the future of customer experience. He turns complex trends like AI into clear, practical insights and shows how companies can create more meaningful and connected customer moments.

Your next customer won't browse your website, read your FAQ, or wait on hold. They'll send an agent.

The friction-laden customer journeys we've built - apps, portals, support queues - are about to collapse. In the Agent-First Era, autonomous AI Agents execute tasks on behalf of humans. They compare, negotiate, and transact without patience, emotion, or brand loyalty. The rules of customer experience are being rewritten.

This keynote dismantles the old CX playbook and arms you with what comes next: why UX is being replaced by AX (Agent Experience), how trust becomes a quantifiable metric, and what it means when your "customer" is a machine optimizing for outcomes, not feelings.

The businesses that thrive won't be the ones with the prettiest interfaces. They'll be the ones whose systems are legible, trustworthy, and frictionless - for machines.

Orange Belgium

One Experience, Many Brands: Orange Belgium’s SAP CX Journey

From a Zuny MVP to a single multi-brand platform powering VOO, Orange Belgium and Hey. Learn how unified journeys and a shared CX foundation helped teams move faster - while keeping experiences consistent across channels.

Soufian Hadouch, Digital & Integration Director
Othmane Allachi, SAP Architect & Project Manager
Solutions: SAP Commerce Cloud, SAP CIAM B2C and B2B, SAP Marketing Cloud, SAP Billing & Revenue Innovation Management (BRIM)
Sponsored by: SQLI

Puratos

Frictionless AI for Field Sales: how Puratos Elevates SAP Sales Cloud Adoption

Donna helps Puratos’ field sales teams prepare better, follow up more consistently, and focus on meaningful customer interactions. By capturing conversations on the go and automatically updating SAP Sales Cloud, it removes CRM friction, improves data quality, and enables smarter, more effective selling.

Christophe Rigaux, Global Sales Operations and Digital Transformation
Solutions: SAP Sales & Service Cloud V1
Sponsored by: askDonna

SAP Expert Session

The New Era of Unified Engagement: How SAP Is Redefining Customer Engagement at Scale

Customer expectations are evolving fast, and fragmented engagement models can’t keep up. Discover how SAP Engagement Cloud connects real-time insights with operations to deliver personalized, AI-driven experiences across channels. Learn how to simplify engagement across the customer lifecycle and drive scalable, connected growth.

Vanessa Noppe, Senior Solution Consultant EMEA SAP Engagement Cloud

Sibelco

From complexity to B2B customer excellence: Sibelco’s integrated lead‑to‑cash story

Sibelco is a global minerals supplier in a complex B2B environment. In this session, discover how they use SAP Commerce Cloud, integrated with SAP S/4HANA and their CRM landscape, to simplify their end-to-end lead-to-cash process and deliver a seamless, intuitive customer experience.

Annelies Boen, Lead Business Applications Commercial
Solutions: SAP Commerce Cloud
Sponsored by: Flexso

Brico

Scaling Customer Experience with One Source of Truth

If your information doesn’t scale, your customer experience won’t either. Discover how Brico moved from fragmented channels and duplicated content to a single, reusable information model powering all touchpoints. Learn how one source of truth enables faster, consistent, and scalable customer experiences.

Oleksandra Grafova, Director Digital IT Maxeda DIY
Lai The Nha, Manager Digital Marketing and Ecommerce
Solutions: Contentful, SAP Commerce Cloud, SAP CIAM
Sponsored by: Contentful

SAP Expert Session

AI Agents Unleashed – Supercharging Sales & Service Automation

Explore how next-generation AI agents are transforming sales and customer service. Discover real use cases, the latest innovations in Sales Cloud and Service Cloud, and how to boost productivity while delivering faster, more personalized customer experiences.

Jinjili van den Berg, Solution Advisor SAP Customer Experience
Ellen Vereeken, Solution Advisor SAP Customer Experience

ZF SCALAR

From Complexity to Clarity: How ZF SCALAR Transforms Quoting with SAP CPQ and S/4HANA - ‘Faster, simpler, and virtually error-free’

ZF SCALAR implemented SAP CPQ to streamline and future-proof its sales process by digitizing configuration, pricing and quoting, reducing cycle times from days to hours, improving customer response times, ensuring consistency across teams, and minimizing errors by only allowing buildable and deliverable solutions.

Jonas Frans, Head of Commercial Operation
Brecht Verstraete, Commercial Backoffice and Admin Leader
Solutions: SAP CPQ and S/4HANA
Sponsored by: TheValueChain

Joris Ide

From Steel to Digital: Joris Ide's End-to-End Customer Experience Transformation

How does a steel manufacturer turn customer experience into a competitive advantage? Joris Ide shares their journey building a unified SAP CX platform, from commerce to CRM, with real decisions, integrations, and results.

Giorgi Stemmler, Head Of Digital
Solutions: whole SAP CX portfolio
Sponsored by: Delaware

SAP Expert Session

Commerce Meets Loyalty: Driving Measurable Growth

Learn how SAP unifies commerce and loyalty to deliver personalized engagement at scale, increasing customer lifetime value across every touchpoint.