When Paula Courtney bought back her customer experience consultancy in 2003 from the company she had sold it to three years earlier, she was stumped. What would the new company be called?

She thought about choosing a name that resonated with her Portuguese roots and one of her favorite wines, Vinho Verde. This Portuguese wine is produced in the green rolling hills of northern Portugal and has a slight effervescence.

The Verde Group felt right. It gave a meaningful nod to Paula’s heritage and “verde” was a word that stood for growth and prosperity in many languages.

From early days in Toronto to building a global organization, The Verde Group has stayed true to its roots and Paula’s passion for researching, understanding and interpreting what motivates human beings and how they behave. For over two decades, The Verde Group has perfected and employed a proprietary research methodology that’s grounded in human behavior — in particular, the insight that individuals are far more likely to take action in response to negative events than to positive ones.

It’s a methodology that goes straight to the heart of the customer experiences that matter most to customers and to The Verde Group’s clients’ top line in a way that satisfaction analysis cannot.

From financial services to logistics, manufacturing to retail and telecommunications, The Verde Group’s leaders offer expertise across a variety of industries. And their diverse viewpoints result in fresh perspectives that deliver value to clients and lasting satisfaction with the Verde Group’s work. Which could explain why clients that rely on The Verde Group’s proven expertise, like Pratt & Whitney since 1998, stay for the long haul.

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