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Face-to-face interviews remain one of the most powerful tools in B2B customer understanding. While surveys tell you what is happening, in-person conversations reveal why. With as few as 5 to 10 carefully conducted interviews per segment, you can uncover up to 80% of your clients’ critical pain points, without enormous resources. Investing in these human connections not only delivers richer insights but also strengthens trust and transforms business relationships into lasting

Why smaller companies have a unique advantage in delivering outstanding CX

Can AI and data analytics really replace first-hand customer feedback?

Introduction Some years ago, as head of a customer feedback programme in a large global organization, I went to the Head of HR and...

Leadership is not about one's position in a hierarchy, it is about attitude and character.

One day we delivered a component for a piece of engine equipment that required testing on a testbed. During this test in the customer's...