Verde Group CEO Paula Courtney recently sat down with Neeta Bidwai from the Good Revenue podcast to discuss how she transforms friction into growth across Fortune 100 firms in manufacturing, aerospace, retail, financial services, telecom, and more. Their conversation reveals a fascinating deconstruction of how organizations unknowingly design their own failure points. While businesses obsess over NPS scores and CSAT metrics, Paula’s research reveals a more nuanced reality where specific friction points can make or break customer relationships—and ultimately, revenue and retention.

Paula specializes in uncovering the hidden dynamics of customer relationships. In the podcast, she dives into why not all customer experiences are created equal, and how organizations can turn customer friction into opportunity. This isn’t just about improving metrics—it’s about fundamentally rethinking how we measure and manage customer relationships.

Episode #73 Highlights:

• How to identify which customer interactions truly impact business outcomes, moving beyond surface-level satisfaction metrics.
• The critical role of negative experiences in predicting customer behavior, triggering either flight or fight responses.
• Why traditional metrics like NPS and CSAT alone fail to capture the full picture of customer relationships.
• The challenge of maintaining brand consistency across proliferating digital and in-person channels.
• Why synthetic research tools, while valuable, can’t fully replace direct customer engagement through surveys and focus groups.
• The increasing pressure to link customer experience initiatives with tangible financial outcomes.
• How successful organizations balance automated processes with the human touch that customers still crave.