Martijn Bults

Martijn Bults is an experienced CRO Specialist at FBTO since July 2018, renowned for enhancing the digital user experience and conversion rates on the website fbto.nl. Notable achievements include the introduction of voice assistance through Google Assistant for travel and health insurances, and the winning of multiple awards for online service excellence. Previously, Martijn served as a Senior Customer Journey Expert at FBTO, overseeing customer journey optimization and service innovation. Other roles include program manager at Achmea, focusing on business change and customer service improvements, and contributing to research on Conversational Commerce at ShoppingTomorrow. Martijn holds a Bachelor of Commerce from NHL Hogeschool and has furthered education at various business schools.