Marie-Hélène Trouillez
60, Franco-Luxembourgish, Associate Communication & Marketing
What I’m looking for: I expect companies to respect my time and make things easy. From my work with startups and advertising agencies, I appreciate creativity, agility and clarity. Brands should anticipate my needs without being pushy. The best customer experience combines helpful technology with a human touch to make everything easy and build real, long-term trust.
What I don’t want: I’m done with messy customer service and generic spam. The “one-size-fits-all” approach is dead. I’m also tired of broken links and companies tracking my data for no good reason.
Thomas Mahé
26, Belgian-Luxembourgish, butcher/charcutier
What I’m looking for: As a butcher, what matters most to me is accurate order-taking and a smooth, hassle-free sales process.
What I don’t want: What should absolutely be avoided is neglecting customers and doing a half-hearted job.
Astrid Bierry
32, French, Wealth Management Business Officer
What I’m looking for: A distinctive experience. When I go shopping, for example, I enjoy discovering authentic, carefully selected, artisanal products that are less mainstream.
What I don’t want: Lower-quality products, a lack of transparency and overconsumption. I prefer to buy from companies that make an effort to source their products responsibly, prioritise local partners and minimise their environmental impact.
Helmut Rieder
59, Austrian, Senior Executive in E-commerce
What I’m looking for: My expectations have evolved: I now want to be able to contact a service provider 24/7, through email, website, social media or phone. I also expect regular updates on how my request is being handled, and access to a real person if something goes wrong.
What I don’t want: Being forced to deal with monopolies offering outdated services and poor communication. The problem is not the price, but the lack of reactivity and modern client service.
Luis Sá
30, Portuguese, machine operator
What I’m looking for: Above all, I expect to be welcomed in a pleasant manner. It is important that people are available, attentive and communicate clearly and respectfully. I also appreciate it when time is taken to offer suitable solutions or different options, rather than providing a quick answer without explanation.
What I don’t want: I no longer want companies that fail to honour their commitments. When something is promised, it should be delivered. Otherwise, it creates disappointment and undermines trust.
Clara Chombart
26, Franco-Luxembourgish, Entrepreneur
What I’m looking for: I would like companies to pay more attention to their customers’ needs before offering products or services. A few targeted questions would make the experience more relevant and personalised.
What I don’t want: Representatives who do not fully understand their products. It is better to admit when you do not know something and be transparent than to provide an approximate answer – trust depends on it.
Nathalie Sottiaux
59, Belgian, EU government official
What I’m looking for: I want genuine customer service with professional advice that helps me make the right decisions. I avoid companies that are unwilling to take on “small” jobs or clients.
What I don’t want: I am generally loyal to companies I have used, but I do not hesitate to change if the level of service I am entitled to expect as a customer is no longer up to standard.
Jenna Pompermeier
39, Franco-Luxembourgish, Founder Loop-Park
What I’m looking for: A simple, fast experience, with a clear explanation from the outset of what the company does.
What I don’t want: Reaching a voicemail or being unable to find anyone capable of dealing with my request.
This article was written for the customer experience supplement of the June 2026 issue of Paperjam magazine, published on 17 June. The content was produced exclusively for the magazine. It is published on the website to contribute to Paperjam’s comprehensive archive. Click on this link to subscribe to the magazine.
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