On this episode of the Industrial Talk podcast, Paula Courtney, CEO of The Verde Group, joins host Scott MacKenzie to discuss how businesses can uncover hidden friction points that negatively impact customer experience—and ultimately, revenue. Their conversation explores how eliminating strategic blind spots can lead to more informed decision-making and measurable business growth.
Key Insights from the Conversation
Identifying Blind Spots in Customer Experience
While many companies believe they understand their customers, hidden friction points often go undetected—and those points can significantly impact customer behavior and loyalty. The Verde Group specializes in identifying these blind spots through research grounded in customer feedback and behavioral insight.
Avoiding Vanity Metrics
Courtney explains that traditional customer satisfaction metrics—such as Net Promoter Score or vague “how much do you like us” questions—often fail to capture the issues that actually drive customer decision-making. The most effective research focuses on pain points and the behaviors they influence.
Revenue Recovery Through Insight
In one example discussed on the podcast, a major North American retailer was able to recover $350 million in revenue by identifying and addressing issues uncovered through Verde Group research. The takeaway: meaningful insights have measurable financial impact.
Designing More Effective Surveys
To gather better data, companies should:
- Use customer language in surveys
- Keep surveys short and focused
- Offer meaningful incentives to increase participation
- Ensure a representative sample across demographics and regions
Leveraging AI for Deeper Insights
Courtney also introduces px IQ, Verde Group’s AI-based platform that analyzes unstructured customer data—such as service call transcripts and open-ended feedback—to reveal issues that traditional surveys may overlook. While AI adds speed and depth to analysis, it must be implemented with care, especially around privacy and data governance.
Why It Matters
- Strategic blind spots can quietly undermine revenue and loyalty.
- Data that focuses on behavior—not just sentiment—provides clearer direction for action.
- Customer-centric companies outperform competitors in both growth and retention.
- Emerging technologies like AI are making it easier to access and act on customer insights.
To learn more about how The Verde Group helps organizations turn customer insight into measurable results, contact us or connect with Paula Courtney on LinkedIn.