Beyond the Ask: How the 5 Whys Help You Hear What Clients Really Mean
As a seasoned consultant, you’ve probably seen this movie before. A client abandons their shopping cart. Or they buy—and then circle back, frustrated and disappointed. The first instinct is almost always the same: It must be the price. But is it? According to Bain & Company, nearly 80% of companies believe they deliver a great customer experience, while only about 8% of customers agree. That gap isn’t a rounding error—it’s a flashing red warning light. It tells us one thing loud and clear: most organizations think they understand their customers, but they’re listening to the wrong signal. To close that...
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