CM Inspires | September 19th takes the lead in Conversational Commerce and tells you all about this new revolution during CM Inspires.

Events CM Inspires: Conversational Commerce

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Register now for the latest edition of CM Inspires: Innovation in Communication on January 22nd 2020.

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From conversation to conversion

How consumers deal with brands has changed. They search, compare, and buy on their mobile phones. With Conversational Commerce, you communicate with your customers through all popular messaging apps on their mobile phone. Combined with data tooling and payment solutions, every conversation will become a successful conversion. takes the lead in Conversational Commerce and would like to take you along into this new world of communication. Besides our CTO Jan Saan, several interesting brands like FitForFree, The Tosti Club and Albert Heijn will take the stage to show what this evolvement means for customer contact.

After CM Inspires, we would like to invite you to attend the CM Food Truck Festival. An informal event filled with entertainment, good food, drinks, and music.


13:45 - 14:15


14:15 - 14:30

Kick-off CM Inspires

Thea van Oosterhout

A word of welcome by our moderator Thea van Oosterhout.

14:30 - 14:50

From communication to conversation to conversion

Jan Saan - CTO

Jan presents a clear vision on the current take on customer interaction within companies, wherein continuous interaction via the right channel at the right time plays a central role. In this practical session, he will give examples of 'next generation messaging' and customer interaction at large companies and startups from Silicon Valley.

14:50 - 15:20

Case study: The Tosti Club

Jacco Heijkoop - Founder The Tosti Club

The life of a student is rushed and breaks are short and far between. How can you navigate this generation's world, one constantly on their mobile phone? How can you shorten the order and payment process so you keep your target group's interest?

Jacco Heijkoop shows how his is the first restaurant chain in the Netherlands to invite his "club members" to order and pay for their favorite sandwiches using WhatsApp, while maintaining maximum convenience and hospitality levels.

15:20 - 15:45


15:45 - 16:15

How Albert Heijn uses technology to make cash registers redundant

Gijs Jongma - Product Owner Tap to go

Last year, Albert Heijn introduced a first in the Netherlands with shopping without a checkout. The innovation Tap to go made it possible to buy products without needing to use the checkout or scan to go. During this reading, Gijs Jongma will tell you all about the ins and outs.

16:15 - 16:45

Maximizing member value by structuring unlimited but unknown data

Danny Groenenboom - Group Head of IT FitForFree & SportCity

With 120 gyms and about 400.000 members, the gym chains FitForFree and SportCity have many touch-points in the member journey that are repetitive and frequent for a big part of the member base. These touch-points generate a lot of data. The focus currently lies on scrutinizing, structuring and most of all valuing this data. Danny will tell us about the first steps they have taken in the journey where their aim is to offer more value for members when subscribing for and keeping a gym membership.

16:45 - 17:15

Wrap up Conversational Commerce

Jan Saan - CTO

Summary about the learnings on Conversational Commerce.

17:15 - 17:30

Demo Time!

Colinda Leemans

Colinda Leemans will give us an interesting tour around the platform.

17:30 - 00:00

CM Food Truck Festival

Enjoy the entertainment, good food, drinks, and music

Jan Saan - CTO

Jan Saan is CTO at He has more than 15 years of experience in the ICT-field and is specialised in integrating mobile technologies within existing systems. As CTO, Jan plays an important role in the growth of as leading messaging supplier and in the expansions of mobile applications like voice, payments, identification and data management. He also has the leading role within for the Early Access program of Google RCS and the WhatsApp for Business integration.

Jan Saan - CTO

Danny Groenenboom – Group Head of IT FitForFree

Danny is an experienced specialist at the cutting edge of the Commerce and Digital fields and has helped big brands with manufacturing new digital strategies and implementing projects with a strong focus on innovation. At AH to go, Danny, as Chief Product Owner, was responsible for the entire creation of Tap to go, the most innovative, seamless payment solution the Retail-sector has seen the past couple of years. Danny is currently responsible for all IT at the investment firm of the gym chains FitForFree and SportCity.

Danny Groenenboom – Group Head of IT FitForFree & SportCity

Gijs Jongma - Product Owner Tap to go, Albert Heijn

Gijs is an experienced Scrum Product owner with experience at the cutting edge of the Business and IT fields. Since December 2018, he has been responsible for the new concept within Albert Heijn: Tap to go. This innovation makes it possible to buy products without needing to use a checkout or scan to go.

Gijs Jongma

Jacco Heijkoop - Founder The Tosti Club

Jacco Heijkoop founded The Tosti Club in 2015. From a great passion for Old Dutch Mills the concept for The Tosti Club arose: A contemporary 'Blurring' Concept, where the high-quality Tosti is combined with coffee and a bakery, which resulted in a Fast but Casual restaurant concept.

Jacco Heijkoop - Founder The Tosti Club


CM Inspires takes place at the CM Headquarters in Breda, Konijnenberg 24. We are easy to reach by public transportation and have plenty of free parking space at our disposal.

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