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Customer experience & innovation trends in 2024

Are you curious about the trends in human-centricity and inclusivity? In this report, Belgian industry experts share practical, co-created insights to help you understand today's business environment.

Co-created with industry experts

At Leap Forward we believe in the process and benefits of co-creation. That’s why we created this report with the help of eight industry experts from leading Belgian companies, and invited them to share their perspectives on emerging trends that will shape the next few years. We want to shed light on what's happening in the Belgian context and share insights across various industries and sectors.

Experts min

Co-created with industry experts

At Leap Forward we believe in the process and benefits of co-creation. That’s why we created this report with the help of eight industry experts from leading Belgian companies, and invited them to share their perspectives on emerging trends that will shape the next few years. We want to shed light on what's happening in the Belgian context and share insights across various industries and sectors.

Executive summary

  1. Human Centricity: Solving real human needs is essential in driving genuine innovation and creating products that resonate with users' real-life challenges.
  2. AI as an Enabler: From streamlining processes to attracting future talent, delve into how AI, far from replacing human intelligence, enhances and empowers human intelligence.
  3. How to Stay Relevant for Your Customers: Discover how brands like Alan and Henchman stand out by staying true to their core, engaging authentically with their audiences, and daring to be different.
  4. Sustainability as a Consumer Need: Learn from pioneers like Aquafin as they lead the charge in adopting sustainable practices that resonate with a purpose-driven workforce and a planet-conscious customer base.
  5. Health and Wellbeing Revolution: Explore how integrating physical and mental health into core business offerings is not just empathetic but a strategic move in today's health-conscious consumer market.
  6. The Entrepreneur DNA and How to Foster a Culture of Innovation: Find out how embracing risk and fostering a collaborative spirit are key to staying ahead in an ever-evolving business world.
  7. Collaborative Networks and Partnerships: Learn from initiatives like Citydeal, where cross-sector collaboration, human-centered design, and a commitment to continuous learning and innovation play a key role.

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Gain insights into innovation and customer experience

Enriched with expert opinions

Profile picture of Stina Vanhoof
Stina Vanhoof
Lead Service Design
I see the government and businesses valuing long-term sustainability and social narratives more than ever. Our challenge, however, lies in embracing diversity and inclusion. In the end, it's about making inclusive decisions that cater to the majority while acknowledging and providing for the minority.
Profile picture of Wouter Vandersyppe
Wouter Vandersyppe
Lead Digital Product
The true power of AI, I believe, lies in its ability to unearth insights from data—insights that are too intricate for human analysis. This doesn't make AI a replacement for human intellect. Rather, it's a tool that enhances our decision-making processes.
Profile picture of Jan Van Lysebettens
Jan Van Lysebettens
Creative Lead
The landscape to reach your audience may be more fragmented, but this also means it's easier to make your mark if you know your target group and how to engage them.
Profile picture of Evelien Hesters
Evelien Hesters
Strategy Lead
Engage users in every step of your offering. This can be done through creative workshops where they can share their experiences and contribute ideas or by inviting users to interact with prototypes of your product.
Profile picture of Cedric Kamp
Cedric Kamp
Service Innovation Lead
From my own observations, companies are increasingly aligning innovation goals with broader business objectives. Innovation extends beyond generating ideas; it encompasses nurturing and realising these ideas through training, coaching, and a supportive ecosystem.
Profile picture of Lieselot Huysman
Lieselot Huysman
Marketing Lead
While the latest trends in content automation and data gathering are crucial to efficient marketing operations and making informed decisions, they shouldn't overshadow the importance of qualitative insights, genuine expertise, and human creativity.
Profile picture of Laurens Somers
Laurens Somers
UX Research Lead
Looking ahead, the need for climate adaptation and sustainable policy is undeniable. However, we must be careful to not overlook users while forming these policies.
Profile picture of Yalenka Mariën
Yalenka Mariën
Service & strategy designer
I firmly believe in the transformative power of future scenario planning. It is about more than just acknowledging trends; it's about understanding their impact and making them a tangible part of your innovation strategy.
Profile picture of Fien Vanderbeke
Fien Vanderbeke
Service designer
Sharing successful practices and adaptable strategies is vital for progress. But the core of the energy transition challenge lies in forging innovative models that span across sectors.

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