The Library.

Patagonia stands out in the outdoor apparel industry not just for its high-quality products but for its remarkable customer satisfaction. Many brands struggle to build lasting loyalty, yet Patagonia consistently earns glowing reviews and repeat customers. This success comes from a clear focus on values, transparency, and genuine care for customers and the environment. Understanding how Patagonia achieves this can offer valuable lessons for any business aiming to improve custo

One thing that is almost guaranteed to upset people is receiving a parking fine. Most of us are law-abiding citizens who do not deliberately park incorrectly and risk a penalty. Yet, as technology increasingly replaces traditional parking systems, many customers are finding themselves exposed to new and unexpected ways of getting things wrong.

Unlike B2C, where customers can feel anonymous, B2B companies typically rely on long-standing, deep relationships with a select group of clients. In many cases, just 30 accounts generate a staggering 80% of total revenue. That means account management isn't just a support function—it’s a strategic pillar of your business.

In the middle of a recent heatwave, I went out for lunch with my wife and two friends. As is the normal sequence in a restaurant, the waiter first took our drinks order before returning to take our food choices. I ordered my usual Diet Coke, and one of our friends asked for a lemonade. My wife and our other friend were happy with tap water. On such a hot day, they wanted to rehydrate properly.

A chef doesn’t walk into the kitchen and start guessing. They have a recipe—tried, tested, and reliably satisfying. The same should be true for customer experience. But here’s the thing: most businesses focus only on the main course (their product). They forget the ambiance, the service pacing, and the little amuse-bouche that makes you say, “Wow.” After years of studying what actually makes people happy—from holidaymakers to restaurant-goers to B2B buyers—we’ve landed on a s

A few years ago, we conducted a customer satisfaction study for a large supplier of food raw materials. As part of their annual cycle, the company would meet with clients to negotiate contracts and pricing for the year ahead. These were routine, structured conversations—until one piece of feedback stood out.

The days of the department store are drawing to a close. While great reminders of such retail establishments still exist—and big names like Harrods are known throughout the world—it’s interesting to remember that every city and town once had its own department stores back in the 1930s. I was brought up in Bradford, at one time a prosperous city built on the woolen trade. The city boasted two large department stores: Brown Muffs and Busbys’. Busbys’ holds a special place in my

Ask 100 people what makes a great customer experience and you’ll hear the usual answers. Responsiveness will be near the top. Fast replies, quick delivery, no friction. We live in a time-starved world—waiting is no longer acceptable. Then there’s the product. It has to be genuinely good—innovative, well-designed, high quality. The kind of thing customers talk about.