Nur Hamurcu & Wouter van der Weijden, Managing Partners, &samhoud Consulting, &samhoudNur Hamurcu & Wouter van der Weijden, Managing Partners, &samhoud Consulting
While attempting to bring about organizational changes, businesses face a myriad of multiperspective challenges. Whether it is change fatigue, inadequate management involvement, or a dearth of clear objectives and ambitions, one facet of organizational change that often remains unheeded is behavioral change. Setting behavioral transformations as the backbone of their organizational development (OD), the management consultancy firm &samhoud brings the human side of transformation to light, thereby empowering businesses to make their development strategies sustainable and efficient.

While on a trip to Soweto (South Africa) in the late eighties, Salem Samhoud found his purpose, and soon he established &samhoud, a firm focused on helping businesses transform their customer journeys and become more customer- and experience-driven. Fast forward to today, the firm is solving big strategic challenges of organizations through behavioral change and helping clients devise purpose-driven strategy and practices. &samhoud enables its clients to gain a holistic view of their organisation and combines their identity with business strategy and behaviour change. The company also focuses on the behaviour of leaders by helping them balance rationality and emotion, build trust and high-performing teams. &samhoud also enables its clients to conduct behavioral risk assessments to identify the drivers of undesired behavioural patterns behind undesired behavioral patterns and consequently resolve them with interventions such as gamification and nudges. &samhoud helps organisations with their customer experience, brand strategy and communication initiatives. Unlike typical consultants, &samhoud comprehensively understands and collaborates with boardrooms and the shop floors, effectively representing both. Reckoning cultural and behavioral change as a marathon rather than a sprint &samhoud houses a second-to-none customer-centric approach that ensures sustainable and long-lasting results.

Besides of traditional methods that emphasize the ideology of ‘think, analyze, and act,’ &samhoud focuses on ‘see, feel, and experience,’ empowering clients to be extensively creative with their transformation initiatives.
The company initiates behavioral transformation by aligning the workforce’s mindset with organizational objectives. It then co-designs a customized journey that generates consistent and long-term results. “The ampersand sign in our name represents our dedication to connecting people and fostering togetherness. Together, our customers and us create this journey which is an essential part of the implementation,” adds Nur Hamurcu and Wouter van der Weijden, Managing Partners of &samhoud Asia. By making change more appealing and joyful, companies eliminate personal obstacles and motivate people to proactively change their behavior. Apart from the company’s unvarying attention to the behavioral aspects of OD, what makes &samhoud stand apart from the crowd is the agility, flexibility, and customizability it brings to the table. As a behemoth in the HR domain, the company has forged long relationships with most customers, solidifying its reputation as their partner in change.

  • The ampersand sign in our name represents our dedication to connecting people and fostering togetherness


A Southeast Asian telco brand headquartered in Malaysia has been a proud customer of &samhoud for seven years. When the client acquired several companies across APAC, it was challenged to maintain a consistent work culture across the regional offices. &samhoud helped the company to diagnose and analyze its current state and realize that imposing a uniform work culture was not effective to foster unity. &samhoud then suggested a unity in diversity approach where the client aligned the values… respecting the local culture of each entity the values of each operating company and devised a post-merger strategy that respected and embraced the culture at each location.

In addition to addressing the obstacles of established enterprises, &samhoud is agile enough to aid even fast-growing startups, helping them achieve their transformation goals and improve operational efficiency manifold. Moving forward, &samhoud aims to continue on its path of being purpose-driven and strives to build a brighter future for its clients. Rather than being a sizable company, &samhoud aims at becoming a great company that stays relevant in the dynamic HR landscape while addressing the problems encountered by the global business community.