Our work reveals that, all too often, companies neglect their own self-interest and damage their profits by turning consumers against them. We call this remarkable phenomenon 'the stupid company.'

For the consumer, there are issues that are consistently offputting: 'robotic' call centres, hard-sell extended warranties, missed appointments, poor after-sales service, cold calling, automated services or being put on hold, never to emerge. At heart, people think that too many companies simply have no idea what it feels like to be a customer, and simply lack common sense, let alone a personal touch.

To enable success, business first needs to hear some home truths about what it feels like to be on the receiving end. We want to help unlock the business value of world-class consumer service.