You know your customers like no other. So do you know what makes them choose your business?

That gap is where your growth is hiding.

I help you find the real reason customers pick you over anyone else, and turn it into your next move. Is it worth checking whether there's untapped opportunity in your business?

Book a free discovery call See how it works ↓

The real reason is rarely the obvious one.

There's a point where you stop working in the business and start working on it. You pull back from the day to day and look at the whole thing. And the biggest questions waiting there are usually about the people you sell to.

So here's a good place to start: why does a customer pick you over a competitor? Most owners have a confident answer, and it's rarely the full picture. The real reason is often something you've never named.

And it drives your biggest calls: what to charge, what to build next, where to grow. Get it wrong, and you leave money on the table without ever seeing it go.

Hi, I'm Glenn.

I'm a Customer Experience Strategist

I spent 15 years and counting working with small and big organisations like Ford, KBC, Air France-KLM, IAG, and Phillips, working out why customers actually choose a particular brand over another. Now I bring that same question, and the same rigour, to businesses without a corporate Customer Experience function behind them.

More about me →

What working with me looks like

The Discovery Call

A free 30-minute call to see if there's a fit.

I ask about the decision or problem on your mind and get a first read on your business. By the end I'll have a good idea of whether there's real space to work together, but one call rarely tells the full story. If it looks promising, the conversation continues as part of building the Opportunity Map. If not, I'll say so.

The Opportunity Map

Where the growth is hiding in how you serve customers today.

I map how your customers actually move, from first need to buying and beyond, and set it against what your business controls today. The map itself isn't the point. What matters is what it uncovers: where to tap into growth, what to optimise, what you could offer that you don't yet. Scoped to your business, not a fixed template. One clear picture of the opportunities in front of you. Not a deck.

Implementation

What happens next is built around what we found, not a template.

Once we know which opportunities are worth pursuing, we work out the right next move together: a small experiment, a concept to react to, deeper customer research, or sometimes the honest call that nothing here is worth spending on yet. I can support you through it, or hand it over for you to run with. No two engagements from here look the same, because no two businesses are.

I've worked with global brands and businesses like yours.

I've done this exact type of work for names like Ford, NRMA Insurance, Vodafone, and Air France-KLM, and for smaller businesses like Cranium, Have-a-Portfolio, VMD Interiors and Digital Health Network Luxembourg. The scale changes. The question doesn't: why do your customers choose you, and where's the room to grow?

Start with a free discovery call

Thirty minutes, no charge. We talk through the decision or problem on your mind, and whether there's an opportunity worth digging into. It's also where we work out if we're the right fit, before anything's on the table.

Likely a fit

A real decision on the table, not a hunch you want validated.
Ready to hear "don't chase this" if that's what the evidence says.
You run the business, or a real chunk of it, not a department inside someone else's.

What I can't offer

Legal advice.
Company structure.
Cash flow, accounting, financials.
HR and other operational challenges.

I run a business and will happily discuss these, ask provoking questions, and challenge your thinking. But I can't give any specific and binding advice, as my expertise does not lie in these areas. I will tell you upfront if I can't be of any assistance.

Book a free discovery call

Questions that I get a lot

Isn't this just market research?

Market research tells you what customers say. I map what they actually do today, including the real reason they choose you, and use that to find where the opportunity sits. What you do with it next, test it, build it, or hand it to your team, gets decided separately, once we know what we're dealing with.

Can't I just ask my customers?

Ask, and you'll get whatever solution they've already pictured for themselves. I look past what people say to what they actually do, and what they spend money on, which tells you more than any answer they'd give you.

Why can't I just decide myself?

You can. But most decisions end up resting on whoever argued hardest in the room, not on what your customers are actually doing. I make the decision rest on customer behaviour instead.

What if the evidence backs my idea?

Then you commit with confidence instead of crossed fingers. A clear yes is worth as much as a clear no. Either way you move on evidence, not instinct.

Why would I stop something I've already spent money on?

Because that money is already gone, whether you stop or not. The only money you control is what you spend next. The trap is that spending more starts to feel like protecting what you put in. It isn't. At IAG, I've recommended pulling the plug on initiatives before further spend went in, backed by evidence, not gut feel. Stopping early is the cheapest decision you'll ever make. More on that track record →

Can't I use AI to help me do this?

Sure, if you trust the input you give it and check its output carefully. A chatbot predicts likely words. I bring years of real business experience to your specific situation.

What does this cost?

The call costs nothing. If we go further, the Opportunity Map is priced against what the decision in front of you is worth, not by the hour. We only talk numbers once we both know it's worth pursuing.

What do I actually walk away with?

Your Opportunity Map: one clear picture of how your business serves customers today and where the opportunities are, plus my take on which one's worth moving on first. What that move looks like gets decided next, in Implementation. Not a hundred-page deck.

So, is it worth checking?

Book a free 30-minute call. No pitch. We talk through your business, and whether there's something underneath worth a closer look. Either way, half an hour and you'll know where you stand.

Book a free discovery call