SAP Connect Day for Customer Experience Netherlands 2026

Reimagine every customer moment

June 23, 2026 | Green Village, Utrecht

Shaping the Future of CX with AI: Join the Conversation

SAP Connect Day for Customer Experience brings together leaders and practitioners to explore how organizations are transforming customer journeys. Discover the latest AI innovations, gain insights from SAP CX experts and innovation strategist Peter van Hees, and see real-world examples in action.

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

Ivano Fossati, CRO EMEA Customer Experience, SAP

For many SAP customers 80-90% of their revenue comes from repeat business with existing customers, set pricing, terms and conditions - yet business is very unpredictable and filled with inefficiencies. How can AI Agents help us reduce inefficiencies, run a more predictable business and free our teams to win more customers, grow those customers and create new revenue streams? This session will look at SAP’s research into more than 80% of the world’s revenue and the commercial processes of 90% of the world’s largest businesses and unpack the areas where AI and Agents will have the biggest impact on customers and customer facing teams.

Mark Niemiec, Global CRO of Customer Experience, SAP

Alex Timlin, Chief Expert for Customer Experience, SAP

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.

Versuni

Scaling Global Commerce

Versuni built a new digital commerce platform under time pressure, with a clear focus on standardization and integration. Today, the platform supports live e-commerce operations across multiple countries, fully integrated with S/4HANA, supply chain, and consumer care forming a stable backbone for growth.

This session covers key lessons learned: balancing speed and scalability, dealing with complexity, and improving customer experience beyond go-live. Hear how Versuni handled peak season volumes, built trust in its own platform, and is now accelerating rollout while continuously improving.

André van de Merwe, Lead Product Owner Owned eCommerce and care, Versuni
Sponsored by: Acorel

Rademaker

Discover How Smart CX Strategies and SAP Sales Cloud V2 Transform Your Sales Process

This session focusses on the practical side of digital transformation. You will learn how Rademaker brings structure and overview to complex sales processes with SAP Sales Cloud V2. You get concrete insights, lessons learned and tools that you can apply directly within your own organization.

Thomas van de Kracht, Senior Project Manager Developments, Rademaker
Solutions: SAP Sales Cloud V2
Sponsored by: delaware

SAP Expert Session

Agentic Marketing and Engagement: Personalized, Omnichannel Engagement That Drives Growth and Customer Loyalty

AI is transforming how brands acquire, engage, and retain customers, by embedding predictive intelligence directly into every interaction. In this session, you’ll see how organizations connect customer and operational data to orchestrate end-to-end, omnichannel journeys where AI continuously predicts the next best action, optimizes timing and content, and personalizes experiences at scale. These intelligent, data-driven journeys replace fragmented campaigns with seamless, coordinated engagement across every channel. Learn how agentic marketing and engagement helps deepen relationships, increase lifetime value, reduce churn, and turn everyday interactions into lasting loyalty.

Vanessa Noppe, Senior Solution Consultant EMEA, SAP Engagement Cloud

Electrolux

Faster, Leaner, Bigger: How Electrolux Grows Marketplace Revenue with SAP and ChannelEngine

How Electrolux scaled global marketplace sales by connecting SAP with ChannelEngine, enabling faster launches, revenue growth, and efficient operations.

Suhel Mukherjee, Product Manager, Electrolux Group
Sponsored by: ChannelEngine

Yanmar

Live in 3 Months: How Yanmar Europe Unified Sales Across Its Business Teams

Yanmar Europe needed to support multiple business teams that had been operating with different tools, inconsistent processes, and limited useful insight for management. By implementing SAP Sales Cloud at its EMEA regional headquarters, Yanmar created a more consistent sales environment that improved day-to-day usability for teams while giving leadership faster reporting, better oversight, and a clearer view of sales activity.

This session shares how Yanmar kept the transformation focused on business value rather than system replacement alone. Working with implementation partner Aiden, the team went live in just three months—far faster than the previous solution—and delivered a platform that achieved meaningful adoption by supporting both operational needs and strategic decision-making.

Dhruv Saxena, Sr. Corporate Planning Specialist, Yanmar Europe
Sponsored by: Aiden

SAP Expert Session

Autonomous Field Sales Execution

Turn every customer visit into a revenue opportunity. Discover how SAP Sales Cloud V2 empowers field sales teams with AI-driven insights, intelligent visit planning, and seamless mobile execution — so reps can focus on the right customers, close deals faster, and deliver more meaningful engagement in every interaction. Learn how leading organizations are boosting productivity, improving sales effectiveness, and transforming field sales into a connected, data-driven experience.

Simon Dechent, Global Adoption Lead, SAP Sales and Service Cloud

HANOS

How HANOS Built a Future-Ready Content and Commerce Platform

Discover how HANOS embraced a composable approach to modernize content and commerce, enable faster and more flexible digital experiences, and lay the groundwork for scalable growth across channels and brands.

Erwin Calot, IT Manager, HANOS

Marionnaud

Modernizing Customer Service at Marionnaud

Learn how Marionnaud - a leader in health & beauty retail - unifies the customer 360 vision and accelerates customer service with SAP Service Cloud V2.

Omar El Ferachi, Head of Group Entreprise Architecture, Marionnaud
Sponsored by: KPS

SAP Expert Session

Autonomous Sales & Service - AI Agents Unleashed

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.

Simon Dechent, Global Adoption Lead, SAP Sales and Service Cloud
Ellen Vereeken, Solution Advisor, SAP Customer Experience

Biobest

Frictionless Voice AI for Field Sales:
How Biofirst Increases Frontline Productivity and Elevates SAP Sales Cloud Adoption

Donna helps BioFirst's field teams prepare better, follow up more consistently, and stay focused on the customer conversations that matter. By capturing every interaction on the go and updating SAP Sales Cloud automatically, she makes CRM screenless, lifts data quality, and turns admin time into selling time. The result: more revenue and happier teams.

Guy Moens, IT Business Applications Manager, BioFirst Group
Solutions: SAP Sales Cloud V2
Sponsored by: Donna

Agrifirm

Agrifirm from Sales to Marketing Driven Organization - SAP Emarsys (B2B)

Royal Agrifirm Group is taking a structured step towards becoming a more marketing driven organization in lead management with SAP Emarsys. In this session, Wilbert Krabben shares how Agrifirm approached the journey as an organization: from preparation and planning to execution and the next steps ahead. A practical story about turning strategy into action, building the right foundation, and creating momentum for smarter customer engagement.

Wilbert Krabben, IT Solution Architect, Agrifirm
Sponsored by: Elision

SAP Expert Session

Unified Commerce and Loyalty: The New Growth Engine for Customer Experience

The future of commerce is no longer just about selling products; it is about orchestrating intelligent, connected customer experiences across every channel. Join this session to discover how SAP is bringing together unified commerce, AI-powered agents, and loyalty capabilities to deliver seamless omnichannel engagement at scale.

We will explore the latest innovations in agentic commerce and loyalty-driven engagement, and highlight the new cloud ERP edition for SAP Commerce Cloud. By connecting commerce directly with SAP Cloud ERP processes such as pricing, ordering, and fulfillment, organizations can accelerate time-to-value while delivering a more unified and transparent customer experience across channels.