A.T. Kearney bolsters European PCE Labs unit with Martijn van Hal

A.T. Kearney has appointed the Dutchman Martijn van Hal as Regional Co-Lead of PCE Labs, the customer experience practice of the global strategy & operations consultancy. Van Hal joins from rival Monitor Deloitte. 

Proposition & Customer Experience Labs, or PCE Labs, is the recently launched practice of A.T. Kearney that helps clients to design innovative customer propositions. The unit provides for a cross-functional team which includes skillsets from strategy, design, data science and execution. Through the use of the so-called ‘event thinking’, PCE Labs unravels the expectations of customers and uses that information as an input for the design process, which in turn leads to more relevant propositions and more satisfied clients.

The wing was set up by A.T. Kearney to respond to the rapidly changing demands in the customer landscape. Recent research from the consulting firm found that only 20% of companies really reap the benefits of their customer experience investments. To help customers with improving their track record, PCE Labs supports them with delivering “customer-first experiences that drive bottom-line impact, increase Net Promoter Scores, and unlock lasting growth,” said Sasha Melnick, Regional Co-Lead EMEA at PCE Labs. She added, “We don’t boil the ocean, or focus on agile, digital, or journeys alone. Instead, we bring cross-functional teams together to focus on what matters most: using tools that fit clients’ needs and building their team’s capabilities, and supporting them through to market results.”

The Dutchman Martijn van Hal has recently become one of the leaders of A.T. Kearney’s PCE labs in the EMEA region. He brings with him six years of experience in the consulting industry, which he mainly gained at Deloitte Consulting. After completing his master's degree in Strategic Management in 2011 at the Rotterdam School of Management, Erasmus University, he spent six months as an Innovation Management intern at management consultancy The Bridge, which is part of Dutch consultancy Twynstra Gudde.

Van Hal then joined Deloitte as a Consultant, moving up the ranks across a five year period to Manager. Over the past few years he worked for Monitor Deloitte, the strategy consulting arm of the accountancy and consulting firm launched after it acquired Monitor Group in 2012. Van Hal is based in A.T. Kearney’s Amsterdam office, but works for clients outside of the Netherlands.

Stef Oud

With his move to A.T. Kearney, Van Hal follows in the footsteps of Stef Oud, who recently also transferred from Deloitte Consulting to A.T. Kearney. Oud spent fifteen years with Deloitte, latterly serving as a partner in the firm’s Technology practice. In 2017 he became a partner at A.T. Kearney, where he now leads the Digital Transformation practice.