In this episode of E-coffee with Experts, our host Austin Willman chats with David Van Den Broeck, Head of Digital at Touring and Digital Coach at Fluxava, about modernizing legacy organizations for the age of question-based search and large language models.

David shares concrete lessons from a 130-year organization: why snackable content and question-focused optimization beat old keyword-only playbooks, how to protect brand trust while adopting automation, and practical change-management strategies to lift employee value (not replace it).

We cover digital inclusion, real risks when AI summarizes important rules (and how to prevent dangerous omissions), and how to transform contact-center roles into high-value problem-solvers.

If you're a founder, CMO, product lead, or part of a marketing team working in a legacy or regulated organization, or a small agency supporting them, this episode gives you practical, tactical insights on FAQ-first content, knowledge-base readiness, search intent mapping, employee upskilling, and brand-safe AI adoption.

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In this episode, we discuss:

00:00 - 00:35: Introduction.

00:35 - 01:20: What David does as Head of Digital at Touring.

01:20 - 03:20: David’s side projects: nonprofit work, Digi Helper role, and Flixava.

03:20 - 04:35: The digital gap: 40% of people still struggle online.

04:35 - 06:20: Why digital inclusion matters for modern companies.

06:20 - 07:05: How marketers misjudge what customers truly need.

07:05 - 08:40: Change management inside a long-standing company.

08:40 - 10:10: Helping employees see AI as support, not threat.

10:10 - 11:48: Moving staff from data entry to real customer help.

11:48 - 13:00: How AI supports customer service without replacing humans.

13:00 - 14:15: Updating old magazine content for online use.

14:15 - 15:10: Why online content must be short and simple.

15:10 - 16:30: Search is changing: people ask questions, not keywords.

16:30 - 18:50: Preparing content so AI summaries stay accurate.

18:50 - 20:30: The risk of missing info in AI-generated answers.

20:30 - 23:00: How Touring protects its reputation and avoids risk.

23:00 - 25:10: The importance of human support in tough moments.

25:10 - 27:05: Touring’s 130-year journey from bike club to major brand.

27:05 - 28:30: Online reviews and rising customer expectations.

28:30 - 29:45: Why excellent service is now the baseline standard.

29:45 - 30:35: Where to find David online.

30:35 - 31:17: Final Thoughts.

 Connect with David Van Den Broeck

https://www.linkedin.com/in/david-van-den-broeck/

https://www.fluxava.com/

https://www.touring.be/fr

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