The unique thing about Smile was its people-oriented corporate culture. As a software company for the industry of quality, risk, information security and privacy managers, you expect a very 'blue' organization. However, the driving force behind the company was to ensure that something that seems routine and boring actually becomes easy and satisfying, with a lot of attention to the well-being of those involved. Kirsten initially designed a process that gave Smile and the team more insight into the motivations of their customers and the customer journey. This allowed their operational and marketing processes to be better aligned. This has translated into, among other things, a marketing automation approach in Mailchimp, the central platform for email marketing, radio spots on BNR, a Google Analytics and SEA approach, free & paid publicity in industry magazines and a content strategy on social media.

Over the years, a loyal relationship developed between Smile and Change Collectief, in which various phases were shared and coordinated, including the growth of the team and later the sale of the company. In the final phase, Kirsten upgraded the corporate identity and renewed the website, and contributed to the celebration of Smile's 25th anniversary with an anniversary magazine. Smile has now been sold to Kader Groep N.V.

Change Collectief is happy to assist you and your team and ensures that your strategy is refined and implemented within the team, making sure everyone knows all the tactics and have experienced all the facets and can apply them properly.