Annelies Costers

With a strong foundation in both academia and industry, Annelies co-founded The Kalepa Group, a university spin-off dedicated to helping organisations achieve customer engagement leadership through evidence-based customer experience strategies. As an international guest lecturer, she has taught at renowned institutions such as VUB, KU Leuven, IESEG, and KEDGE Business School, covering topics like Service Marketing, Customer Experience Management, and Consumer Behavior. Annelies also holds a PhD from KU Leuven, where her research on "Pay What You Want" pricing offered deep insights into service marketing. This blend of academic rigor and practical application positions her as a trusted advisor in both educational and business settings. 

Annelies’ main research areas and professional focus center around customer experience (CX) and CX management, with a particular emphasis on service marketing. She explores how organisations can create value by aligning their customer experience strategies with evidence-based insights, ensuring they not only meet but exceed customer expectations.