We learn from/for customer companies

Big data? Small data? An overload of possibilities: how to choose? By acquiring & developing customer insights we help our clients make smarter decisions.

Get to know our services

About 4C Consulting

We help companies transform from ‘product-focused (4P)’ to ‘customer-obsessed (4C)’ by bringing superior customer experiences to life in the Salesforce.com solutions eco-system.

Our mission

In an increasingly complex world, we contribute to a customer driven society by building 'customer companies'. Customer companies love (to know) their customers and connect and engage in every interaction. They are accessible via all relevant channels and touchpoints, and customer companies are highly profitable.

Headquartered in the center of Europe, we are perfectly positioned to successfully guide multinationals in the pan-European and world-wide deployment of their 'customer company' initiatives.

Our approach

We have been building customer companies since 1997: we don't start from scratch, we do not reinvent the wheel; in all our assignments we leverage industry, domain and technology best practices and proven methodologies. We combine our own proprietary methodologies with industry standards such as scrum (in our 'build' assignments) and methodologies that are provided by our partners. Our approach is finetuned to best fit the specific requirements of each individual assignment.

Our values

Four values are at the heart of everything we do: (1) passion, (2) can-do, (3) respect and (4) inspire.
(1) We are passionate about the work we do for our clients and the way it benefits their customers. (2) We always show determination and willingness to take action and achieve results. (3) Much like Aretha Franklin, we too respect the promises we make, the people we work with, the companies we work for and compete against. (4) And we help our clients to not only see the future, but to get excited about the change potential it entails.

Our name

‘4C’ refers to Robert F. Lauterborn’s customer-driven translation of Philip Kotler’s traditional four marketing P’s. Whereas the traditional 4P's (Product, Price, Place and Promotion) proved to be a solid framework for a mass marketing approach, the four Cs classification (Consumer, Cost, Convenience and Communication) seemed to better fit the movement from mass marketing to niche marketing in the early 1990’s.

Marketing cloud
Sales cloud
Service cloud
Values Score
Strategy definition
Business analysis
Process analysis
Data analysis
Net Promoter Score

Recent Clients

B2B services

Acerta, ALD Automotive, bpost, In2com, Indaver, Maersk, NMBS, Partena, Securex, Van Gansewinkel, WKTS

Banking & Insurance

ABN Amro, Axa, BNP Paribas Fortis, ING Life & Non-life, KBC, NN Belgium, P&V & Swift

FMCG & Retail

Brouwerijen Alken-Maes, Colruyt Group, Delhaize Group, Di, Planet Parfum, VF Europe


Atlas Copco Airpower, Axalta Coating Systems, Daikin Europe, Nexans, Renault, Sapa Holding AB, Schneider Electric, Toyota Motor Europe


Concentra Uitgeversmaatschappij, Mediafin, Sanoma Media Belgium, Vacature.com


Baxter, Elanco, Escapo


Base, Proximus, Tango, Telenet


Cofely services, EDF Luminus, Eni gas & power, GDF Suez, Electrabel, Sibelga


  • Salesforce Analytics Cloud
  • Salesforce Pardot
  • Salesforce Steelbrick
  • Salesforce.com
  • Salesforce.org
  • SAS
  • Zuora