Edwin de Lange

I’m Edwin de Lange, a customer experience, business transformation and behavioural strategy practitioner with more than 25 years of experience helping organisations understand customers, improve how they serve them and turn better experiences into sustainable growth.
A major focus of my work is supporting entrepreneurs and SMEs. I have worked with small-business customers through banking, insurance, consulting and entrepreneurship, including SME-focused transformation work at Mercantile Bank/Capitec Business Banking, as well as building my own ventures and informal-economy business concepts. This gives me a practical understanding of the realities SME owners face: finding customers, converting interest into sales, managing cash flow, building trust, competing with larger businesses and getting customers to come back.
My approach combines customer experience, marketing, sales growth, behavioural science, research, service design and business strategy. I help entrepreneurs understand not only who their customer is, but what they are trying to achieve, what gets in their way and what the business can change to create greater value.
I’m also a CXSA Board Member, Accredited Customer Experience Master & Mentor, speaker and facilitator. Through SME South Africa, my goal is to make customer experience practical, accessible and commercially useful—giving entrepreneurs simple tools they can apply immediately to attract customers, strengthen relationships, improve retention and grow with greater confidence.