Overview
Leslie Cottenje built Hello Customer from zero as a co-founder, developing a SaaS platform that helps companies collect, analyze, and act on customer feedback at scale. The company raised a Series A, marking it as one of the more successful CX-focused software exits from the Ghent startup scene.
She was recognized as an Inspiring Fifty honoree, placing her among the more visible female founders in Belgian tech. After Hello Customer, she moved into an operational leadership role as General Manager of Codit Belgium, a Microsoft Azure integration and Digital Transformation partner within the Cronos Group ecosystem.
Talks about
Career history
Insights & ideas
Leslie Cottenjé's public thinking centers on one conviction that hardens over time: technology is only as good as the trust it earns, especially when the stakes are irreversible. Speaking about her year leading assessmentQ within Televic, she frames the whole enterprise in stark terms, describing "Digital Exams that cannot go wrong, at all!" [1] and returning to that same line when she addresses conference audiences: exams that "impact lives and cannot go wrong, at all" [4][5]. This is not incidental phrasing repeated for effect, it is the organizing idea behind everything else she says about her work.
Her account of joining Televic doubles as a small case study in adjusting her own instincts. She describes the move as "joining a global leadership network, spanning the four business units at Televic," which she says is "expanding my can-do and dream bigger mindset" [1]. At the same time, she is candid that the company's orientation required a shift on her part: "It's mostly long term vision, and this company really also acts like it. Sometimes it requires adjusting on my part too, coming from growth at all cost" [1]. That contrast, between a background steeped in rapid SaaS growth and a company built for the long term, recurs as a genuine tension she is working through rather than a lesson already learned. There is also a personal register to the move that she doesn't separate from the professional one, noting the HQ sits in "West-Flanders, my roots" and remarking on "having discussions in meeting rooms in West-Flemish probably for the first time in my career" [1].
On the question of artificial intelligence, she holds a consistent, cautious-but-not-dismissive position. She is direct that innovation for its own sake is not the goal: "It's not tech for the sake of tech, it's really exploring the ethics and the simple que[stions]" [1]. That same balance shows up in her account of the eAA 2026 conference, where discussion ranged over "how to use AI to improve productivity and solve scale issues in exam creation, grading, vigilance, analysis" while "at the same time staying on the ethical side of things" [5]. She treats AI as a real lever for solving scale problems in assessment, but only within a framework that keeps ethics and integrity as non-negotiable constraints, not afterthoughts.
The clearest articulation of her thinking is what she calls the Trust System, presented for the first time at the eAA conference. Her framing is explicit about what she is and isn't claiming to build: "Technology is the foundation, but what we really are building is Trust" [4]. She structures this into three interlocking layers, "infrastructure, integrity and people," and locates the actual point of failure precisely at their seams, noting "it specifically is in the alignment that it often goes wrong" [4]. This is a practitioner's model, drawn from what she says she has "seen go wrong" and "learnt to go right" over a year in the e-assessment space layered on top of "years of SaaS and customer experience" [4]. She is careful to position the framework as additive to an already knowledgeable audience rather than a rehash, which signals how deliberately she thinks about what she is contributing versus what is already known in the field.
Her comments on the National Examinations Roundtable extend the same logic outward from her own company to the whole ecosystem of exam delivery. She describes convening "governments, awarding bodies and technology providers to discuss the challenges in organising National Exams at scale" [5], and singles out one conclusion as foundational above the rest: that doing this "right, secure and avoiding failure" requires working together across those groups [5]. This collaborative framing, that no single actor, technology vendor included, can secure trust in assessment alone, is consistent with her Trust System's emphasis on alignment rather than any single layer being sufficient on its own.
Read across the full span of the material, from the entrepreneurial optimism captured in the 2016 Connexi clip, where she recalls drawing "heel veel inspiratie" from ambitious peers full of ideas and dreams [6], to the considerably more structured and stakes-aware language of 2026, there is a clear thro
In the news
- When two familiar worlds come together ♥️
- Very proud of this publication! It’s never just about the technology (as we’ve learnt in recent failure). As a company, we build the technology for digital exams that cannot go wrong as they impact lives and careers, knowing we are just one piece of the puzzle. As a team, we felt it important to think along with our customers beyond our own scope. So we worked together with specialists in the industry and some of our most high stakes customers, leading up to the creation of our Trust System, which can help see the whole
- Now that was fun! And competitive! The fully automated bottling lines we could have watched it for hours! And how cool was it to exchange AI, code and digital exams for a very traditional sort of ancient bowling type of game in the deep West-Flemish cafes. Great day with a great team!
- It's been a while since I was out fund raising! And aside from the take aways below, you really have to love that game. And I loved fundraising. I loved perfecting the pitch, I loved persuading investors, I loved proving myself time and time again. I didnt love the NO's obviously, but it was turning each NO into a lesson, a new optimisation, doubling down on hitting our targets that I liked. Thanks for reminding me of that with this opportunity to reflect back on that adventure Syndicate One Dewi Van De Vyver Ellen Batens !
- Thanks Syndicate One Dewi Van De Vyver and Ellen Batens for hosting this webinar and for having me! I could tap into that raw pitching energy again and it was exhilerating! What I would like to add to anyone thinking of raising money: start pitching yesterday. It will sharpen your story not just to investors but also to your market. It will sharpen your sales energy as well. Thinking of it this way makes it easier absorbing all the NO’s, because there will be a LOT of them before you’ll maybe get a YES! And if you are raising:
- Ik schreef twee boeken en viel vervolgens een beetje stil. Ik wist eigenlijk niet goed wat erna moest komen. Nog een boek? Een podcast? Meer spreken? Maar vooral, hoe combineer je dat dan met een actieve rol als General Manager? Want daar lag en ligt nog steeds mijn grootste focus en plezier. Er kwam ook nog een venijnige gedachte bij... Ik schreef beide boeken toen ik even aan de zijlijn stond. Vanop een afstand kon ik nadenken en met andere CEO’s en leiders praten. Toen ik zelf weer met mijn voeten volop in de praktijk stond,
- Very excited to welcome Annelies Claeys to our Customer Success Team! Looking forward to her view on things and seeing her bring her experience, professionalism and enthusiasm to our Customer Success Team and ultimately to our customers!
- You're invited to another webinar on October 8th at 12:45 about raising capital. Sign up here: https://luma.com/wwf97up2 We often hear that women raise less because they "don't speak the VC language." In this session, Leslie Cottenje (founder Hello Customer) will share her experiences, and we will look at how VCs actually listen: what's behind their questions, which words build credibility, and how to tell your story so it lands without losing your own voice. Hope to see you there, Syndicate One Ellen Batens
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